Digital Media & Marketing

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

Digital Marketing Associate (DMA) (Required): The DMA, which is comprised of three separate courses, equips students with the fundamental skills required in digital marketing, such as search engine optimization (SEO), social media marketing, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email marketing, and mobile marketing.

• Digital Marketing 101: Digital Marketing 101 is an introductory course that covers the fundamental concepts and strategies of digital marketing. Students will learn about customer acquisition, product thinking, mobile marketing, analytics, and future trends. This course is perfect for beginners who want to explore the world of digital marketing.
• Mastering SEO, Content Marketing PPC and Digital Analytics: This comprehensive course covers a wide range of topics related to digital marketing, including SEO, content marketing, digital analytics, PPC, Google Ads, and programmatic buying. Students will learn fundamental concepts and strategies to build successful digital marketing campaigns and careers.
• Mastering Social Media, Mobile Marketing and Digital Strategy: This course covers a wide range of digital marketing topics, including social media management, Facebook marketing, video marketing, email marketing, marketing automation, and website conversion rate optimization. It also explores key concepts such as SEO, PPC, programmatic buying, and digital analytics. Students will learn about various tools and techniques to create effective digital marketing campaigns, measure their impact, and improve their overall marketing strategies.

Once students successfully complete the DMA, they must then complete six of nine of the following courses:

• Advanced Website Conversion Optimization
• Advanced Pay Per Click (PPC)
• Advanced Web Analytics
• Advanced Email Marketing
• Advanced Search Engine Optimization (SEO)
• Advanced Social Media (includes Meta Blueprint voucher)
• Advanced Mobile Marketing
• Advanced Content Marketing
• HubSpot Email Marketing Certification Training

Additional features include:

• Access to optional projects that offer the opportunity to apply the curriculum to real-world situations.
• Access to live and on-demand webinars from today’s leading marketing professionals for trending topics.

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.

Eligibility

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

• Have attained 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 computers, how online programs work, and comfort in using them.
• Possess reliable internet access and a valid email account. (Personal email accounts are preferred as they are less likely to trigger fire walls and spam filters.)
• Meet the computer technical requirements specifications listed on this site. 
• Pay tuition in full, or have a loan certified by Duke Continuing studies for tuition amount only, prior to being granted access to the program.
• 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! Send an email to digitalmedia-marketing@duke.edu with your name and email address in the body of the email. A password will be sent via email granting time-limited access to the product demo. 

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, guides, 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

• First, complete the Digital Marketing Associate (DMA) (three courses).
• Complete 6 of the nine advanced courses of your choice.
• Attain a minimum score of 80% on one of the offered tests for each course

Note: Projects provide optional training and have no grading requirement towards earning the certificate.

Step 1: Complete Required Digital Marketing Associate (three courses)

• Digital Marketing 101
• Mastering SEO, Content Marketing, PPC, and Digital Analytics
• Mastering Social Media Marketing, Mobile Marketing, and Digital Strategy

Step 2: Complete Six Advanced Modules of Your Choice

Note:​ Students may complete all courses below if time allows at no additional cost.

• SEO 
• PPC 
• Social Media 
• Mobile Marketing 
• Content Marketing 
• Web Analytics 
• Conversion Optimization 
• Email Marketing 
• HubSpot Email Marketing Certification Training ​

Quizzes and Testing

The quizzes located throughout each course 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 course.

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 (DMA courses) or seven days (all other courses) is required for all attempts after the first three.

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 dcssupport@simplilearn.com.

Registration

Registration is ongoing; therefore students can begin the program when it is convenient for them!  Registration is not available June 23-30 annually 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 five business days to receive details via email regarding online access. This delay will not impact your “allotted” completion time for the program.

To enroll and recieve program access:

• Register for this program
• Pay in full or have loan certified (for tuition amount only) by Duke Continuing Studies
• Return the program terms of use form to the Duke Program Manager with your signature (typically emailed to the student within five business days upon registering)
• Upon completing the first three requirements, expect to receive within five (5) business days an email with login instructions.
  • (Please register with a secure, personal email account, not a work account as they are less likely to trigger fire walls and spam filters and will guarantee continual access if employment conditions should change.)
• Once you receive your access email log in and begin your coursework.
• Please note your 12 months of access begins on the date the access email is sent to you not when you access the program for the first time. 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.

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. If you are not paying by credit card, or if a third party is paying, email our registration team at learnmore@duke.edu during our business hours (Monday through Friday, 8:00 a.m. to 5:00 p.m. EST).

Who should enroll in this program?

Students new to the digital marketing industry, as well as those with experience, are welcome to enroll in the program. However, those with work experience in the industry are  more likely to move quickly through the program than those who may be encountering the industry concepts/topics for the first time.

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.

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 an estimated 350 hours of combined instruction/study time that must be completed within 12 months from the date the access/login email is sent. While completion time will vary by student, it is recommended that students commit between 5 and 10 hours per week to the coursework. Students should plan to begin their studies immediately upon being granted access.

Is this curriculum designed and taught by Duke faculty?

The curriculum is neither designed nor taught by Duke faculty but was developed by our online industry training partner, Simplilearn, utilizing the knowledge of subject matter experts in the field, and is taught by individuals working in the industry.

Is this program offered online only?

Yes, this is a self-paced program and is only offered in online format.

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.

Do I have to log on at a specific time to access the program?

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 students to seek their own employment through their own endeavors. Duke Office of Continuing Studies provides no assistance with job search, career placement and/or internships, nor do we make any claim or warrant that this program will result in obtaining a position as 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 can be contacted via learnmore@duke.edu for registration Monday through Friday, between the hours of 8:00 a.m. and 5:00 p.m. EST (excluding Duke holidays).

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.

After registering, when will students receive additional program details?

Two criteria must be met to in order to receive additional program details for accessing the curriculum. The first being receipt of full payment or notice of loan (for tuition amount only) certified by Duke Continuing studies, and second, the return receipt of the signed program policy to the Duke program manager. Only then will registered students be emailed, during regular business hours M-F, log-in/access information. Please note: a delay of up to five business days may occur before you receive this log-in information although typically the timeframe for receiving login/access information is much shorter. 

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

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

Students must complete the DMA course and six advanced courses of their choice by attaining a minimum score of 80% on one assessment exam for each course within their allotted access period. Students who do this will receive their certificate of completion.

Students that fail to successfully complete the assessment exams for the DMA and six advanced courses before the access period expires will not be eligible for a certificate.

Note: Students need not watch 100% of the course materials in order to receive the certificate. Nor do they need to complete the optional projects.

Upon completion of the DMA, how do students earn their OMCP credential?

Upon completing the DMA first, 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?

Study guides are available for download and may not be available for all modules.

The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students only.  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.

How can students contact technical support?
Technical questions should be emailed to digitalmedia-marketing@duke.edu. Hours of support are from 8:00 a.m. to 5:00 p.m. Monday through Friday, Eastern time.

Tuition: $3195

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.

Group Discount

Do you have a group (Duke or non-Duke entity) interested in training? Contact the Program Manager for details.

Course Extension Policy

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.