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Foundations of Digital Marketing

Hand writing on chalk board - Internet, Social Media, Website, Business, Marketing, Networking, Innovation
Date: Tuesdays
Jan. 7 - 28
Time: 5:30 - 8:30 p.m.
Location: University of Montana campus
James E. Todd Building
Hours of Instruction: 12
Course Fee: $285
Registration: Register Now 
Course Policies

Course Description:

Foundations of Digital Marketing is a 4-week course designed to provide students with a practical background in digital marketing. Learn about marketing fundamentals and the concepts of online vs. offline marketing, including the basic principles of website design and usability, keyword research, and search engine optimization. The course culminates with a thorough overview of content as the foundation of all things online. Throughout the course we will revisit the history of digital marketing, its growth, and its application in today’s successful marketing environments.

In this class, you will learn how to:

  • Identify the differences between inbound (online) and outbound (traditional) marketing
  • Implement essential attributes of successful websites from the perspective of users and search engines
  • Understand how keywords influence how websites are found & ranked by search engines
  • Use best practices for on-site and off-site search engine optimization (SEO)
  • Identify and leverage quality content as the foundation for solid online marketing

By the end of class, students will have learned the vital foundational elements of online marketing. Students will also learn how to stay abreast of changes in this fast-evolving field so that their knowledge does not become outdated.

Upon successful completion of the course, students will receive a certificate and an award of 1.2 CEUs.

This 4-week course on Foundations of Digital Marketing is the first segment in the Online & Social Media Marketing Certificate Program. Students are welcome to take all five courses, earning the full certificate and 6 CEUs, or pick and choose any of the individual courses in the program.

About the Instructor: Karen Porter

Karen Porter is a Missoula native with 25 years marketing experience.  She spent 10 years leading marketing functions for two multi-billion dollar companies, 11 years teaching marketing at the University of Montana, and has owned or co-owned several small businesses.  Being involved in internet marketing since 1998, she brought her digital experience to the classroom in 2011 when she introduced the first university-level online and social media marketing course in the state of Montana.  She currently owns Impact Online Marketing offering digital marketing strategy, website development, search engine optimization, and social media services.  Her website, ImpactOnlineMarketing.com, features marketing information, free tips, and recommended marketing resources for small business owners.

  • School of Extended & Lifelong Learning
  • The University of Montana
  • 32 Campus Drive
  • Missoula, MT  59812
  • Phone: (406) 243-2900
  • Fax: (406) 243-2047
  • Email: sell@umontana.edu