Courses

Don’t miss your opportunity to transform your business or organization with the digital marketing experts at the University of Vermont.

A chat with a UVM enrollment specialist can provide meaningful recommendations and help you make an informed decision. If you have any questions about the courses, the registration process, or online learning, please reach out to us at 802-656-2085.

 

Snapshot:

Instructor: Bill Rowland
Start Date: 2/19/2020

Watch our most recent webinar

If your website isn’t on the first page of search results, does your organization or business even exist?

SEO, or Search Engine Optimization, is the process of increasing the quality and quantity of traffic to your website through search results and is the foundational element for contemporary digital marketing.

Go beyond buzzwords and superficial knowledge to expand your understanding of critical digital marketing strategies with UVM’s 4-week, and fully online Advanced SEO course.

Who Should Enroll:

  • Those who want to broaden their knowledge of Search Engine Optimization strategy and tactics
  • Digital Marketers who want to maximize the online performance of an existing web property or enter the SEO digital marketing field
  • Business Owners/Entrepreneurs who want to implement SEO strategies on their own website (eCommerce or B2B)
  • Those wanting to influence their website’s rankings in Google
  • Content Marketers, Podcasters, and Bloggers

What You Will Learn:

  • Search Engine Foundations
  • Web Search for Power Users
  • Online Competitive Research
  • Search Engine Ranking Factors
  • Keyword Research
  • HTML for Digital Marketers
  • Building SEO-Friendly Websites

What You Will Receive:

  • Access to SEO expert, Bill Rowland
  • Access to discussion boards with regular interactions
  • Optional live sessions with Bill Rowland on Mondays at 8pm EST
  • Supplementary reading materials
  • Assignments to apply learnings
  • Hands-on experience using SEO Tools
  • Hands-on experience building an SEO eCommerce website
  • Certificate of Completion
  • Bonus Module: More Marketable You
  • Optional Career Coaching

Curriculum

Topics:

  • Search Background
  • SEO Fundamentals
  • Research for Personal Website, Examining Competitors
  • Planning and Set-up (How to Start a Website from Scratch)
  • Technical SEO

Gain Hands-On Experience with SEO Tools:

  • Screaming Frog
  • Chrome Extensions, including Keywords Everywhere
  • Google Search Console
  • Google Page Speed Insights
  • WebPageTest.org
  • WordPress
  • …and more

Hands-On Experience: Building a SEO eCommerce Website

  • Students will apply SEO concepts by working together to build a SEO optimized website in WordPress

Snapshot:

Instructor: Jed Singer
Start Date: April 29, 2020
Registration will open in December

Most of us are familiar with being on the receiving end of social media or participating regularly. Yet, how does a marketer design and implement an effective social media campaign? How do they select the right social channels for their target audience? How do they determine whether their social activations were successful, thus justifying more budget for next quarter?

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Learn the art and science of advanced social media marketing through this 4-week course. Building on video lessons provided from Hubspot, UVM offers an intensive study of social media through the support of an experienced digital marketing Instructor who will support your studies. The Instructor will provide supplemental readings, assignments to apply strategies, personal insight into the field, discussions, and feedback to help you excel in social media marketing. If you are the kind of learner who wants more than a self-paced, do-it-yourself course, and thrives in an environment with coaching support from a subject matter expert, this course is for you. In addition, if you learn best in a community of other learners, this course provides ample support through specifically-designed discussion forums.

Who Should Enroll:

  • Digital Marketers looking to deepen their understanding of how to plan and execute a social media marketing strategy
  • Entrepreneurs who want to leverage social media as a way to gain market visibility, engage a target audience, and drive leads or sales
  • Individuals who wish to enhance their careers by gaining Hubspot’s Social Media Certification and maximizing their learning through application in weekly assignments

What You Will Learn:

  • Conduct a social media audit & develop a social marketing strategy
  • Build a social marketing roadmap & content plan
  • Integrate Social media with other channels, such as Email & Advertising
  • Apply social listening & monitoring for customer insight
  • Launch a social advertising campaign
  • Use social media to build one-to-one relationships
  • Measure your social media return on investment (ROI)

What You Will Receive:

  • Access to the Advanced Social Media Marketing course materials (videos and readings)
  • Weekly interactions with Social Media Marketing expert, Jed Singer
  • Access to discussion boards with regular interactions
  • Supplementary reading materials
  • Assignments to apply learnings
  • Bonus Module: More Marketable You
  • Certificate of Completion
  • Preparation to complete Hubspot’s Social Media Certification

Curriculum

  • Developing a Social Marketing Strategy
  • Social Listening and Monitoring
  • Building a Social Content Strategy & Plan
  • Extending Your Social Reach
  • Building One-on-One Relationships
  • Social Advertising Basics
  • Measuring Social Media Marketing ROI
  • Essentials for Continued Social Marketing Success

 

Snapshot:

Instructor: Anne Driscoll

Through Digital Marketing, customers have found your webstore. However, how do you now help them find exactly what they want? Do you present them with highlighted new and exciting additions to your assortment without scrolling through pages of products? In collaboration with the eCommerce Professionals Association, UVM is offering a 4-week, fully online Online Stores and Ecommerce Management course, where you will learn the science and techniques needed to quickly get your customers to the web store products they desire and increase their likelihood of converting to a sale.

Watch our most recent webinar

Who Should Enroll:

  • Digital marketers who want to enhance their knowledge to improve customer conversion once a potential customer reaches their website.
  • eCommerce professionals who are just starting out and need to quickly understand the industry, technology, and language of eCommerce merchandising.
  • Entrepreneurs who already have an online store or who would like to start an online store and would like to optimize their site to increase profit for their business.

What You Will Receive:

  • Instructor videos explaining weekly topics
  • Feedback on assignments
  • Access to course materials (videos, readings, workbooks)
  • Discussion boards for weekly assignments, as well as peer and instructor support
  • Bonus Module: More Marketable You
  • Certificate of Completion from UVM

Curriculum

  • Merchandising Foundations: Examine general concepts applicable to both in-store and online merchandising, as well as the different deliveries. Topics include: trends and knowing your market, assortment planning, margins, and P & L management.
  • Merchandising Functional Requirements: Take a deeper dive into what is needed for a successful eCommerce website. Website topics include: home page, taxonomy, cross sells and upsells, prioritizing, hero shots, searching and filtering, product descriptions, and inventory management systems.
  • Promotional Strategies and Price Management: Learn how to effortlessly guide website visitors once they have landed on your site. Topics include: pricing items competitively and attractively, promotional calendars, markdowns, seasonality, and marketing tools (Google PLA, SEO and SEM considerations).
  • Site Merchandising Reporting (onsite and offsite): Master the use of Analytics and other Business Intelligence software to determine if your merchandising activities are working and learn how to use that data to make merchandising decisions.
  • Merchandising-Related Technology: Once a customer lands on your website, what is the process that happens before an item makes it into their hands? We will look at platforms, inventory management systems, content management systems, PIM systems, order management systems, 3PL, and more to learn the technology stack that makes a website successfully function.
  • Glossary of Industry Terms: Foundational industry terms will be explained, including: MSRP, MAP, BOGO, GMV, Turn Rates, Sell-through, and more.
  • Students will develop a concept store, or use their own online retail store, to apply weekly concepts through assignments.
  • Homework assignments will also include research on competitor websites, requiring students to provide a snapshot sample of concepts in action with analysis of what the retailer has done, and how it might be improved or built upon.

Snapshot:

Instructors: Krista Park
Start Date: 5/6/2020
Registration will open in October

Wondering which metrics are the ‘important’ ones? Not sure how to explain the data you are seeing, or how to take next steps with it? Do you have trouble deciphering whether or not a marketing campaign really worked?

Increase your knowledge and usage of web analytics, particularly Google Analytics, with subject matter experts currently in the field. Building on Academy for Ads and supplemental content, UVM offers a deeper dive into web analytics and data through a series of instructor-guided weekly sessions offered fully online for four weeks. Your Instructor will provide supplemental readings, assignments to apply strategies, personal insight into the field, discussions, and feedback to help you create an analytical foundation applicable to many roles and fields.

Who Should Enroll:

  • Digital Marketers looking to deepen their understanding of how to identify and use data to support their campaign planning and performance
  • Analysts who want to leverage data as a way to better understand how their website is being used, by whom, and in what ways for better reporting
  • Business professionals who want to create connections between offline and online data for a whole-world view of their business
  • Individuals who wish to enhance their analytics knowledge by delving deeper into basic (and some more comprehensive) data functions, featuring Google Analytics, but applicable across multiple analytics platforms

What You Will Learn:

  • How to identify key performance indicators, select the accompanying metrics, and understand influencing data impacts
  • Mapping data to key performance indicators, strategies, and objectives
  • Identification of ancillary factors impacting your data set
  • How to work with trends to identify patterns versus standard fluctuations
  • Data combinations for more robust outputs (e.g. segments, filters, dimensions, custom views)
  • Presenting data in understandable and consumable formats
  • Data presentation structures – report types, frequency, update methods (manual, automated)
  • Creating actionable insights for business decision-making
  • Developing baselines and projections

What You Will Receive:

  • Access to the Analytics course materials (videos, readings, workbooks)
  • Weekly instructor presentation to review previous material, and introduce and explain new material
  • Discussion board for weekly assignments, along with peer and instructor support
  • Access to supplementary reading and training materials
  • Bonus Module: More Marketable You
  • Certificate of Completion from UVM

Curriculum

This is a 4-week course to increase your familiarity with, and usage of, web analytics, particularly Google Analytics.

  • Key Performance Indicators, Contextual Metrics, and Data Mapping
  • Evaluating Data for Patterns and Anomalies
  • Baselines, Benchmarks, and Forecasting
  • Data Presentation Structures and Methods
  • Creating Actionable Insights for Decision Making

There will be a final project, occurring in Module 4, that will be a culmination of all module assignments, including objectives learned in Module 4.

Optional and Free Add On Services

Bonus Module: More Marketable You 

Taught by Digital Marketing Fundamental’s lead instructor, Erik Harbison, this free bonus module will cover:

  • Defining, building, and evolving your Personal Brand
  • Increasing marketability and building your craft
  • Developing and expanding professional networks
  • Career planning and creating a path for success