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This was a great personal and professional growth experience. I feel I'm several steps ahead of the game.

Pepper H., 2015

Digital Media & Marketing

Duke DMM Certificate BadgeThe online, self-paced Digital Media and Marketing Certificate is designed for individuals seeking to enhance their existing digital marketing skills or pursue a new career in the internet driven market.  During this 12 month program, students can study the real-time curriculum online, watch streaming video lessons, and learn the valuable and actionable skills necessary to be competitive online from industry known authors, speakers, and consultants. 

 

Product Demo

For exclusive access to a product demo send an email to digitalmedia-marketing@duke.edu with your name and email address in the body of the email. 

OMCP Online Marketing Certified ProfessionalWhy choose the Duke Digital Media and Marketing Certificate program?

  • Includes 12 months extended access to new/updated materials granted upon student’s completion of initial program requirements
  • Hands-on simulation labs and projects for practical learning
  • One of the most comprehensive, non-credit programs with 350 combined instruction/study hours
  • May qualify students for OMCP Certification if additional requirements are also met
  • Includes downloadable study guides and PowerPoint slides for most modules
  • Empowers student to choose the sequence of modules after completion of the DMCA module 
  • Awards a certificate of completion from Duke University
  • Industry leading mobile app for downloadable content and offline viewing
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Curriculum & Course Details

The online Digital Media and Marketing Certificate program is comprised of the following modules:

  • Digital Marketing Certified Associate (DMCA)
  • Search Engine Optimization (SEO) Practitioner
  • Content Marketing
  • Social Media Practitioner
  • Mobile Marketing Practitioner
  • Pay Per Click (PPC) Practitioner
  • Conversion Optimization Practitioner
  • Web Analytics Practitioner
  • Email Marketing

This program also includes the Labs, Tools and Short Courses listed below.  Tools courses are incorporated into the DMCA module and therefore they are required for program completion.  Short courses are not required, but they provide ample opportunities to supplement your learning. 

Labs: Access to Mimic Pro and Mimic Social, which allows for integration of learned skills applied to real data and analytics to simulate both paid and social media strategies
 
Tools: Program provides training in the areas of Google AdWords, Google Analytics, Facebook Advertising, YouTube and Video Marketing, and Twitter Advertising
 
Short Courses: Social, Mobile Analytics and Cloud (SMAC), Twitter Marketing and Advertising, Pinterest Marketing, Holiday PPC, Display Advertising, Digital Marketing in Asia, Personal Branding and Digital Marketing for CXO’s
 
Additional features include:
  • Live virtual office hours each month with our digital marketing experts and trainers 
  • Connection to Simplitalk, an exclusive community forum for Duke students to engage in social learning and connect with subject matter experts

 

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Certification

What is an Online Marketing Certified Professional (OMCP)?

OMCP is a professional Online Marketing industry certification that recognizes training from a growing, vetted list of the best known education and training providers, and rewards participation in the industry’s top events in a variety of capacities.

Upon completing the first qualifying OMCP course, students interested in pursuing certification should register at www.omcp.org to have completion verified.  Visit the OMCP certification website for more details. 

There are two industry certifications that students may want to pursue upon completion of all or part of the Digital Media and Marketing Program.  They are listed below.  Please note both certifications are offered through OMCP and are not affiliated with Duke Continuing Studies; questions regarding certification should be directed to them.

OMCA Certification

 

OMCP Certification

OMCA™ is a valuable entry-level certification for online marketing associates and entry-level practitioners. Designed for those with little online marketing experience, the OMCA demonstrates foundational knowledge of online marketing concepts and generally accepted practices across multiple digital marketing disciplines.

Who Should Apply?
Less experienced online marketers, with the intent to demonstrate their commitment to online marketing, improve their ability to manage digital marketing projects and earn additional responsibility.

What Duke Courses qualify?
The Digital Marketing Certified Association (DCMA) course is the only course that qualifies for OMCA certification. 

How to Apply
For up to date information on how to apply including associated costs, fees and requirements, visit OMCA online.

 

OMCP is the industry’s premier certification for online marketing professionals who have completed extensive training from qualified providers. Designed for those with more extensive online marketing experience, the OMCP demonstrates a thorough knowledge of online marketing concepts and best practices across one or more digital marketing disciplines.

Who Should Apply?
Experienced online marketers who have a commitment to ongoing professional development.

What Duke Courses qualify?
SEO, Content Marketing. Social Media, Mobile Marketing, PPC, Conversion Optimization, and Digital Analytics.

How to Apply
For up to date information on how to apply including associated costs, fees and requirements, visit OMCP online.

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Requirements

Eligibility

Please note that admission requirements for enrollment in this program differ from requirements for OMCP certification, should you choose to pursue it.

  • Be at least 18 years of age.

  • Possess word processing and internet skills.
  • Be fluent in the English language (including reading and writing).
  • Have a familiarity with how online programs work and comfort in using them.
  • Be computer literate, have reliable internet access and a valid email account.  (Please note personal email accounts are preferred as they are less likely to trigger fire walls and spam filters.)
  • Meet the computer technical requirements specifications. 
  • Pay tuition in full or have a loan certified for tuition amount only. 
  • Duke Continuing Studies must be notified of loan status and/or full payment before granting student access to program.
  • Sign and return program Terms of Use form.  Program access will not be granted until form has been returned via email to digitalmedia-marketing@duke.edu.
  • Test drive the program!  - For exclusive access to a product demo send an email to digitalmedia-marketing@duke.edu with your name and email address in the body of the email.  A password that will allow students to access the product demo will be sent via email.

Admission is discretionary. The office of Duke Continuing Studies, Professional Certificate Programs, requires students be a least 18 years of age and meet minimum suitability standards. Students are not matriculated Duke University students and university student privileges do not apply to Continuing Studies students.

Duke Continuing Studies reserves the exclusive right, at its sole and absolute discretion, to withhold registration or require withdrawal from the program of any student or applicant.  

The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students.  Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.

Certificate requirements

In order to receive a certificate from Duke University Continuing Studies, students must successfully complete the first module - Digital Marketing Certified Associate (DMCA) prior to beginning any of the six Advance modules of their choice as illustrated below.  Successful program completion is attained upon achieving a score of 80% or higher on the final assessment test for each module.  

All short courses are optional and have no grading requirement towards earning the certificate.

Step 1: Complete Required Module

Note this module is built into the program and does not have to be purchased or registered for separately.

  • Digital Marketing Certified Associate (DMCA)

Step 2:  Complete six Advance Modules of your choice

  • SEO 
  • PPC 
  • Social Media 
  • Mobile Marketing 
  • Content Marketing 
  • Web Analytics 
  • Conversion Optimization 
  • Email Marketing 

Quizzes and Testing

The quizzes located throughout each module test students’ knowledge to help prepare them for the cumulative test at the end of each course.  Quizzes are not graded assignments, but they will help students determine their level of understanding prior to taking the final assessment for each module.

One graded test per course or sub-course is required, and students must pass with at least 80% accuracy.  Tests are timed and are in a multiple choice format.  Students will receive their grade upon completion of each test.  Students may attempt the module quizzes as many times as they like, but after three final test attempts they must request additional attempts individually. A waiting period of three days (DMCA courses) or seven days (all other courses) is required for all attempts after the first three.

During this time, students may access other modules and continue their learning. 

Technical requirements

The following minimum technical requirements are supported*:

  • Windows XP, Windows 7, Windows 8, 1GB RAM, Flash player 11
  • Mac OS X, 1GB RAM, Flash player 11
  • iOS 8,  Android 4 (for apps)

Students must also have the following:

  • Adobe Acrobat Reader
  • Reliable internet connection with a bandwidth of at least 1Mpbs (typical DSL is 1.5 to 6Mbs) and web browser (Firefox, Chrome or Safari)
  • E-mail account (to be able to register and to receive e-mail from the system regarding registration, course status, etc.)

*Course materials, such as streaming video lessons, are generally accessible via smart phones, but some functionality may be limited or unavailable.  Other devices such as Blackberries may not be supported. 

Technical questions should be directed to our affiliate, Simplilearn, by sending an email to dukestudents@simplilearn.com.

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Schedule & Registration

Registration

Registration is ongoing; therefore students can begin the program when it is convenient for them!  Registration is not available June 24 - June 30 anually due to the close of the fiscal year for the university.

Note: our enrollment/registration system is a separate external system from that used for your online training and therefore access to online materials is not an automated process upon your registration and subsequent payment. Please allow a time delay of up to 5 business days to receive details via email regarding online access. This delay will not impact your “allotted” completion time for the program.

To enroll:

  • Register for this program and pay in full.
  • Upon returning the signed program policy disclosure to the Duke program manager, and email will be sent with login instructions.
    • Please note personal email accounts are preferred as they are less likely to trigger fire walls and spam filters.
  • Log in and begin coursework.
    • Please note the 12 months of access begins on the date the access email is sent from Duke Continuing Studies. There is a calendar within the learning system to assist you with keeping track of time remaining in your 12 month window to complete the program.  No delayed starts will be permitted.

Registration Methods

  1. Register Online using a credit card with our secure, real-time registration system. Add the course to your shopping cart and follow the instructions for checking out.
  2. Register by Phone at 919-684-6259 or 1-866-edu-Duke during our business hours (Monday through Friday, 8:00am to 5:00pm EST) to register.
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Frequently Asked Questions

Is this program offered online only?

Yes, this program is exclusively offered online and is self-paced.  No classroom-based digital media programs are currently available.

Are books included in the cost of this program?

No, there are no books required for this program.  Self-downloadable study guides for most modules are provided to aid in the note-taking process and to provide students with a takeaway they can reference in the future.

Who should take this program?

Students of all levels are welcome to enroll in the program, but those with work experience in the industry are likely to move more quickly through the program than those who may be encountering the program for the first time.

Do I have to log on at certain times on certain days?

No, these modules are completely self-paced so students may schedule their coursework as they so desire within the allotted access time.

Will the Digital Media and Marketing staff assist me in finding a position?

It is incumbent upon the student to seek his/her own employment through their own endeavors. Duke Office of Continuing Studies provides no assistance with job search, career placement and/or internships nor make any claim or warrant this program will result in obtaining a position of a result of completion.

When is registration open?

Students may register anytime except during the week of June 24-30 annually. Online registration is available 24/7 and the Office of Continuing Studies is open via phone (excluding Duke holidays) for registration at 919 684-6259 (toll free 866-edu-duke) Monday through Friday, between the hours of 8am and 5pm EST.

What is the refund policy for these courses?

There are no refunds given for online courses and tuition cannot be applied to other programs offered by Duke Continuing Studies.

Is access to a computer required during this program? 

This is an exclusively online program and access to a reliable computer is required for the duration of the program. 

What are the technical requirements for accessing this online program?

See the Requirements section.

How long do students have access to this online program?

Students will have access to this program for 12 months from the date the access email is sent from Duke Continuing Studies.

How long does the program take to complete?

This certificate program is 350 hours of combined instruction/study time that must be completed within 12 months (from the date of email sent by the learning management system).  While completion time will vary by student, it is recommended that students commit between 5 and 10 hours per week to the coursework and the student plan to begin their studies immediately upon being granted access.

Are there any prerequisites for this program?

While there are no prerequisites needed to enroll in the Digital Media and Marketing program, obtaining OMCP certification does mandate additional requirements be met. Visit OMCP for details on obtaining certification.

After registering, when will students receive additional program details?

Upon returning the signed program policy, registered students will receive log-in information via email from Duke Continuing Studies. 

Are extensions granted to students who request them?

A one-time 60 day extension may be granted to students who demonstrate in writing (via email to digitalmedia-marketing@duke.edu) the reason they require an extension.  Requests will be considered by the Program Manager and a response will be delivered via email. It is at the discretion of the Program Manager to determine if the situation warrants an extension. 

If a student is having difficulty with one of the final module exams, can they move on to another module? 

Students must first complete the DMCA course first before progressing to advanced content. Once DMCA has been completed, any of the advanced and short courses may be taken in any order desired by the student.

How do students earn a certificate of completion from Duke Continuing Studies? 

Students who complete all assignments with an average score of 80% or higher within the given time frame and pay tuition in full (upon registration) will receive a certificate of completion from Duke Continuing Studies.

Upon completion of one or more courses how do students earn their OMCP credential?

Upon completing the first qualifying OMCP course, students interested in pursuing their OMCP credential, should register at http://www.omcp.org/ to have completion verified.  Visit the OMCP certification website for more details.

Can students download program files to save for later use?
 

The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students.  Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.

Study guides are available for download only.

How can students contact technical support?

Technical questions should be directed to our affiliate, Simplilearn, by sending an email to dukestudents@simplilearn.com. Hours of support are from 8:00 am to 5:00 pm Monday through Friday, Pacific time.  Technical support issues submitted prior to 2:00 pm Monday through Friday will typically be handled the same day, and in most cases no later than the next business day.

Who is Simplilearn?

Duke Continuing Studies has partnered with Simplilearn to offer this course.  Simplilearn is one of the world’s leading certification training providers, providing online training in disciplines such as Cyber Security, Cloud Computing, Project Management, Digital Marketing, and Data Science, where technologies and best practices are changing rapidly and demand for qualified candidates significantly exceeds supply.

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Instructors

​Lilach BullockPhotograph of Lilach Bullock

Highly regarded on the world speaker circuit, Lilach Bullock has graced Forbes and Number 10 Downing Street with her presence! She was listed in Forbes as one of the top 20 women social media power influencers and was crowned the Social Influencer of Europe by Oracle.

Stéphane Hamel

Stéphane Hamel is a Google Product StratPhotograph of Stephane Hamelegy/Expert and is named the Most Influential Industry Contributor by the Digital Analytics Association. He has made significant contributions to the industry, including creating the Digital Analytics Maturity Model.

Jeff Hasen

Photograph of Jeff HasenJeff Hasen, a mobile strategist, Chief Marketing Officer and author, was named one of the top CMOs on Twitter (@jeffhasen). He is the author of Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices (Wiley). Called “instructive and inspirational” by a leading senior advertising executive, the book focuses on how everything and nothing has changed – it’s still about selling products and services with the “how” being different.

Jeff co-created the certification program for the Mobile Marketing Association. He is one of only two individuals certified by the MMA to train professionals and students on mobile marketing definitions, techniques and benefits. He recently was the sole mobile marketing certification trainer at the Direct Marketing Association's national conference.

At Hipcricket, Jeff conceived and led the execution of an accelerated rebranding effort; the company was subsequently named "the early leader in the mobile marketing space in the U.S."

Todd Malicoat

Photograph of Todd MalicoatTodd Malicoat, co-founder and CEO of Broad Street Management, has over 10 years of experience in internet marketing and 5 years’ experience consulting on search marketing management at an executive level.  He’s consulted and created training documentation for the Public Broadcast System (PBS.org), Meredith Corporation, Thomas Industrial, Rasmussen College, Real Networks, and other large brands. While many SEO consultants restate the same basic principles, Todd of Stuntdubl has an uncanny ability to come up with timely strategies and new angles on the complex realm of SEO, link building, link baiting and search engine marketing.

Greg Jarboe

Photograph of Greg JarboeGreg Jarboe is the author of “YouTube and Video Marketing: An Hour a Day – 2nd Edition”, and writes for Search Engine Watch and ReelSEO. Prior to co-founding SEO-PR in 2003, Greg was the Vice President of Marketing at WebCT, Director of Corporate Communications at Ziff-Davis, and Director of Corporate Communications at Lotus Development Corporation. 

Regarded as a pioneer and leading authority on online publicity and content marketing, Greg Jarboe of SEO-PR continues to blaze new trails in Internet marketing.

Bryan Eisenberg

Photograph of Bryan EisenbergBryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times best selling books "Call to Action", "Waiting For Your Cat to Bark?" and "Always Be Testing".

Bryan has been the keynote speaker for Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association.

Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies (ie. Bazaarvoice, Monetate, UserTesting.com, BoostCTR, Runa, etc.) and is on the board of trustees of the Direct Marketing Education Foundation.

Jennifer Evans Cairo

Jennifer Evans CairoJennifer Evans Cario is President of SugarSpun Marketing, and the author of three books, including "Pinterest Marketing: An Hour a Day". Jennifer is highly regarded as a social media strategist and has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. She is known for using real language and a common sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process.

Jennifer is a highly requested speaker and trainer and is a regular fixture at the major online marketing conferences.

Matt Bailey

Photograph Matt BaileyMatt Bailey is the founder and president of SiteLogic, and the author of “Internet Marketing An Hour A Day”. With over a decade in the web marketing industry, Matt excels in combining his marketing background with programming know-how to help companies create comprehensive strategies that improve internet presence and conversions.

Matt also serves on the Advisory Board for Incisive Media's Search Engine Strategies Conferences. As one of the conference's highest-rated speakers, he presents at the Search Engine Strategies Conferences around the world.

Brad Geddes

Photograph of Brad GeddesBrad Geddes is the author of the well-respected book “Advanced Google Adwords”, and founder of Certified Knowledge, an online source where the Paid Search community comes together for PPC training, tools, and advice.

Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business. That means he doesn't hold back, he shares every aspect of paid search and dissects the secrets of the industry. Brad frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has lead more than 60 AdWords seminars.

Through his experiences, training, writing, and speaking, Brad has demystified the world of Paid Search. Take advantage of Brad's expertise as you go behind the scenes in order to master the systems and strategies of Paid Search.

Please note that the monthly mentoring webinars, Q&A forum and SimpliTalk features are monitored by qualified industry subject matter experts in alignment with the curriculum designed by the instructors listed above.

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Tuition & Funding Sources

Tuition

$2995

Payment is due in full upon registration. Loans must be certified and approved by Duke Continuing Studies prior to starting program.

There are no books required for this program. Study guides for each module will be available for self-download.

Funding Sources

Our Professional Certificate programs are non-credit (not degree applicable); therefore, they are NOT eligible for federal education loans. DO NOT SUBMIT FAFSA FORMS for these programs. Some of our programs may offer payment plans. Please see individual program web pages for those details.

No loans (Wells Fargo Graduate loan, Sallie Mae Smart Option Undergraduate loan, etc.) can be construed to imply any degree-seeking status for students of Duke Continuing studies. Duke Continuing Studies courses are non-credit.

Duke Continuing Studies (DCS) will not certify (approve) loan amounts greater than the amount of the tuition regardless of the amount approved by the lending agency. DCS reserves the right to reject any loan which exceeds the tuition amount. DCS will not be responsible for refunding monies in excess of the tuition. Students needing to secure loan funding for books or other items in relation to the program are responsible for making separate loan arrangements with the funding agency. No loan funds will be refunded to the student.

Should a student choose to borrow less than the tuition amount, the balance must be paid prior to the close of the registration period.

Loan Options

Your local bank may offer other options for loans or a "line of credit" service. Contact your bank for more information on financing choices.

Wire Transfers
 
Contact our registration office at learnmore@duke.edu for details on how to send wire transfers.  Very specific instructions must be followed in order for our office to receive a successful transfer.
 

Other Funding Sources

The funding options listed below may not be applicable to all programs at this time. Please contact the organization offering the funding to see if you qualify and if the funds can be used for the program in which you are interested.

Sallie Mae Smart Option Loan

To apply for this private student loan, visit Sallie Mae’s website, select the Undergraduate Student Loan and then click Apply Now.   The following application should populate with the pertinent information for Duke Continuing Studies.

•    Scroll over Student Loans on the top of screen
•    Select Smart Option Student Loan under Undergraduate Student Loans
•    Click Get Started
•    Fill out Student General Information
•    Fill out Permanent Address
•    Fill out School Information

•    DUKE PROFESSIONAL CERTIFICATES, DURHAM, NC, 00292099 should already have populated for the school
•    Select Certificate for Degree/Certificate of Study
•    Select your Specialty or select Other if it is not shown in the options
•    Select Half Time for Enrollment Status
•    Select Certificate/Continuing Ed for Grade Level
•    Enter your Academic Period of the Loan
•    Enter your Anticipated Graduation / Completion

•     Follow the remaining loan application prompts

Wells Fargo Graduate Loan

For information on the Wells Fargo Graduate Loan, please see this Disclosure document. To apply for this loan, visit Wells Fargo. Duke Continuing Studies will be required to certify your loan application for the Graduate Loan should you be approved by Wells Fargo.

You will need to enter the following information after clicking on Apply Now in the Before Starting Your Application section:

  • Find a loan for: Graduate School Expenses
  • I am a: Student
  • School state: North Carolina
  • School name: please type Duke University Continuing Education
  • Grade Level: Beyond 3rd Year Graduate
  • Field of Study: Undecided or select Other and type in the field of study
  • Citizenship: Select as appropriate

Duke Hospital Employees

Duke University Hospital employees may be eligible for support from the Employee Development Initiative (EDI), which helps employees pay for short-term career-related programs, workshops, and seminars. For more information, visit the Employee Development Initiative site or call Duke Hospital Human Resources at (919) 668-2170.

Workforce Investment Act

The WIA provides professional and basic skills training services to those who have been unable to find employment. Please keep in mind that this process can be lengthy, so plan to apply well in advance of the program start date.  For more information on eligibility, the application process, or to find your local Workforce Development Board, visit the NC JobLink Career Center website.

AmeriCorps

AmeriCorps Education Awards are available only for AmeriCorps volunteers and can be used for educational expenses for non-degree courses, such as Continuing Education courses offered by qualified schools. For more information on qualified schools and programs, contact the National Service Trust at 1-800-942-2677, or visit the FAQ page of the AmeriCorps website.

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Policies & Procedures

Refunds for Online Courses

There are no refunds or cancellations for online courses.

A one-time 60 day extension may be granted to students who demonstrate in writing (via email to digitalmedia-marketing@duke.edu) the reason required to complete the program.  Requests will be considered by the Program Manager and a response will be delivered via email. It is at the discretion of the Program Manager to determine if the situation warrants an extension.

If an extension is granted the student must complete the program within 60 days.  No further extensions will be granted.  If a student cannot finish the program within that extension window, and desires to finish the program, they will be responsible for purchasing the program again in its entirety at full tuition.

Tax Deductions

Course fees and expenses are sometimes tax deductible. Please consult an accountant concerning this matter. Non-credit programs at Duke Continuing Studies do not generate 1098-T forms, in accordance with the following IRS guideline:

Instructions for Forms 1098-E and 1098-T published by the Department of the Treasury, Internal Revenue Service, states “You do not have to file Form 1098-T or furnish a statement for: Courses for which no academic credit is offered, even if the student is otherwise enrolled in a degree program…”

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