Digital Marketing Fundamentals

"As an account manager, I'm responsible for selling display and mobile ad placements to local and regional clients. The class has not only re-enforced my current knowledge, but also given me a good understanding of the technical side of the space too. If you work in the digital industry in search, mobile, display or social segments, this is a great program that gives you a well-rounded and detailed introduction of these platforms. You'll brush up on the basics, but also get into specific examples and detailed case studies happening now. Not to mention, it's a great way to network with fellow digital professionals!"

-Tim Weaver

• Marketing professionals seeking comprehensive digital channel knowledge 
• Business owners and entrepreneurs building online presence
• Career changers entering digital marketing  
• Recent graduates pursuing marketing careers 
• Sales and account management professionals expanding their skill set

• Understand how all major digital channels work together in the marketing ecosystem
• Build strategic frameworks for full-funnel campaign planning
• Master search engine marketing (SEO and paid search)
• Execute social advertising campaigns across major platforms
• Leverage retail media networks for commerce-driven marketing
• Navigate the programmatic display and video advertising landscape
• Integrate email, mobile, CTV, audio, and DOOH into marketing strategies 
• Apply AI-powered tools for campaign optimization and automation
• Develop multi-channel media plans with budget allocation
• Present campaign strategies with executive-level communication

Note: This course emphasizes digital marketing strategy and channel fundamentals rather than hands-on platform training.

Week 1 - The Modern Digital Marketing Ecosystem 

An overview of today’s digital landscape and the foundation for everything that follows.

• Customer journey impact
• Core marketing frameworks
• Paid, Owned, Earned media
• Data-driven, AI-enabled marketing
• Digital channels overview
• The four corners: brands, agencies, publishers, vendors
• Intro to Campaign lifecycle

Week 2 - Foundations: The Digital Campaign Lifecycle

A step-by-step look at how digital campaigns are planned, built, executed, and measured.

• Planning and media buying fundamentals
• Creative development and production process
• Targeting, audiences, and segmentation
• In-flight management and real-time optimization
• Measurement and analytics across platforms

Week 3- Search Engine Marketing: Paid and Organic & Social Advertising 

Reaching consumers through search engines and social media platforms.

• SEO strategy and optimization
• Paid search structure and bidding
• AI-powered search features
• Social advertising (Meta, LinkedIn, TikTok, X)
• Audience targeting and creative formats
• Influencer partnerships

Week 4 - Retail Media & Display Advertising

Exploring the most influential channels beyond search in today’s commerce-driven landscape.

• Retail media networks (Amazon, Walmart, Instacart) 
• Social-commerce intersection
• Programmatic ecosystem (DSPs, SSPs, exchanges)
• Display advertising and personalization
• Brand safety and privacy

Week 5- Display, Video, and Complementary Channels

Rounding out the digital ecosystem and presenting your final campaign strategy.

• Email marketing and automation
• Video advertising and Connected TV (CTV)
• Audio, podcast, and digital out-of-home (DOOH)
• Mobile marketing strategies
• Student $10M campaign presentations and course wrap-up

Are there course materials?

All course materials are included. There are no required textbooks, but recommended readings will be provided throughout the course. Slides and recordings will be available via D2L, the course learning management system.

Is software required?

No specialized software is required. This course emphasizes digital marketing strategy and channel fundamentals rather than hands-on platform training. You'll learn how platforms and channels work conceptually and strategically.

Are there additional costs?

No additional costs. The final campaign project is simulated and does not require purchasing media spend.

Do I need a computer?

You'll need access to a computer (Windows or Mac) to access course materials and complete the final project. Laptops are welcome in class but not required.

What about the final project?

You'll develop an individual simulated $10M full-funnel digital marketing campaign for a brand or product of your choosing. In Week 5, you'll present your campaign strategy to the class as if pitching to your CMO. This does not require actual media spend and serves as a portfolio piece.

What's the class size?

Class size is limited to fewer than 20 students to ensure an interactive learning environment.

Will there be assignments and exams?

You'll receive optional homework assignments (recommended readings and videos) throughout the program. There are no exams. The course culminates in your individual campaign project presentation in Week 5.

Are there prerequisites?

No prerequisites are required, though basic marketing familiarity is helpful. This course is designed for professionals at all experience levels.

Will I learn how to use specific advertising platforms?

This course emphasizes digital marketing strategy and channel fundamentals rather than hands-on platform training. You'll learn how platforms work conceptually and how to plan campaigns strategically, but not the technical execution within specific platform interfaces.

What are the requirements for the Digital Marketing Strategy Certificate?

Students must successfully complete four required courses and two elective courses to earn the Digital Marketing Strategy Certificate.

What is the difference between a certificate and a certification?

A certificate is earned after completion of a course or series of courses and is awarded by a training provider or educational institution. Certification typically includes experience, an educational component, and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.

Joshua "JD" Dreller brings over 20 years of digital advertising experience across a wide range of channels and roles. As Senior Director of Content Marketing at Skai, a leading marketing intelligence platform, JD works with digital marketing strategy at scale. He teaches DePaul's undergraduate course on Google Search Ads and Analytics and previously taught DePaul's Multi-Channel and Content Marketing certificate courses. JD writes and speaks about digital marketing regularly as part of his professional work. Connect with JD at linkedin.com/in/joshdreller