Consultant Liz Potarazu’s sweet spot is sales enablement and marketing alignment.
But one area the Baltimore resident didn’t feel particularly confident about was digital marketing. In January, she made a New Year’s Resolution to brush up on her digital marketing skills and take a course.
She enrolled in the UVM Digital Marketing Fundamentals Professional Certificate Program, an eight-week, online program that covers everything from SEO to paid search to social media.
“I felt stagnant. I’ve dabbled in digital marketing but never felt super confident in terms of thinking strategically about it,” Potarazu says. “I knew I needed a digital marketing program. I wanted something online that wasn’t a multi-year program.”
After graduating from the University of Maryland with a degree in communications, Potarazu started her career in B2B sales and eventually pivoted to marketing after pursuing an MBA at San Francisco State University. In 2016, she launched her own consulting company, ESP Consulting, offering marketing and sales alignment strategy as well as content marketing services for small- and medium-sized businesses.
Since completing the digital marketing University of Vermont program, the mother of two applied what she learned at UVM by rebuilding her company website and refining its SEO. The capstone project she completed in the UVM program is a strategic digital marketing plan that she will use to help one of her clients.
A Focus on Digital Marketing in Uncertain Times
During the COVID-19 pandemic, Potarazu has been juggling work and family life with her husband and young children. The outbreak made her realize just how crucial digital marketing is for businesses to survive in a competitive and unpredictable marketplace.
“Digital marketing is where everything is headed—where it has been headed,” she says. “During the pandemic, everyone is at home on their devices and digital marketing mediums are how businesses are getting themselves noticed. The pandemic has made it very obvious what marketers need to be focused on: creative, measurable, integrated digital strategies.”
The award-winning digital marketing University of Vermont program allows professionals to learn the holistic value of digital marketing through research and development of an actionable marketing plan. Every week, the program highlights a specific digital marketing topic, from mobile and email to SEO and social media.
The certificate is taught by seasoned practitioners who work in the digital space. With the numerous facets of digital marketing that are a part of an integrated marketing plan, professionals learn from a variety of experts every week.
“This program helped me become a better marketer,” Potarazu says. “It’s not just about learning the theory—the UVM program is about putting digital marketing into practice. It’s a way to learn or enhance your skills in a very real-world way.”