Digital Marketing Specialist

The field of digital marketing is always changing. Duke's Digital Marketing Specialist program teaches you foundational and advanced marketing methodologies and how to leverage the latest industry technologies. Through our program, you'll gain practical experience through live, interactive sessions, real-world case studies and hands-on utilization of more than 30 digital marketing tools.

Through over 20 projects and case studies combined, you'll acquire the skills necessary to excel in the ever-changing world of digital marketing. Our program covers essential areas such as behavioral marketing, SEO, SEM, social media, email marketing, mobile marketing, content strategy, analytics, AI, and marketing automation. Those who complete all requirements earn a Duke University certificate and leave the program with an expansive knowledge of digital marketing strategy, tactics, and emerging trends. 

We aim to prepare our learners for a fast-paced digital world. Students must master the curriculum in each of the beginner, intermediate, and advanced courses. Each course description below will list the criteria by which mastery is measured for that particular course. Additionally, projects are not required.

Free 7-day trial

Gain access to the first three beginner-level courses of our Digital Marketing Specialist program during this week-long trial of the program. Sign up here. 

Why choose the Duke Digital Media and Marketing Certificate program?

  • Students will earn a certificate exclusively branded and issued by Duke University.
  • Students can earn their certificate in 6 months.
  • The program is also aligned to Google Ads, Google Analytics and Microsoft Bing certification exams.
  • Delivers one of the most comprehensive, non-credit programs available.
  • Provides the flexibility to learn on a mobile app for learning on the go, downloadable content and offline viewing.
  • Offers hands-on projects for practical learning.
  • Includes study guides and instructional slides for most course modules.
  • Successful graduates can earn an additional 6 months access immediately upon program completion. Access will begin concurrently via Duke Continuing Studies.

Step 1 - Beginner Courses


Understand the basics of digital marketing with this introductory course. This course gives a complete overview of the current trends of digital marketing in today’s increasingly digital landscape. It walks you through the basics of digital marketing along with the background of the concepts.  The course covers the basics of digital marketing concepts like SEO, SEM, Content Marketing, Email Marketing, Mobile Marketing, Web Analytics and Conversion Optimization.


Start your journey with this course of website creation with WordPress. In this course, you will learn how to launch your website in order to promote your business.


Learn the basics of digital marketing in this course. Understand the difference between digital and traditional marketing. Go through the concepts like the 4P’s of digital marketing, influencer marketing, voice search, and more.


Go through the basics of behavioral marketing and understand behavioral analytics in this course. You will learn concepts like customer lifecycle, buying stages, and how the marketing funnel works.


Step 2 - Intermediate Courses


Understand the importance of SEO in this course. You will learn how on-page and off-page SEO works, see the technical side of SEO to rank higher on search engines, and learn how to analyze competitors.


Learn how paid ads work with help of keyword research. You will learn about different types of bidding strategies in-depth, while keeping B2B & B2C channels in mind.


In this course, understand the need of social media channels, learn how to select the right content type in context for the right social media channels, and the importance of social media in e-commerce. 

Step 3 - Advanced Courses


In this email marketing course, you will learn the end-to-end process of email marketing, how automation works, and how to design the right email templates to increase the conversion rate.


Learn about the importance of mobile apps and mobile marketing in this course. You will also learn how to optimize the apps with the right keywords and how to do the right mobile ad targeting.


Learn about content research strategies and tools to design the right content (graphics, videos) from the social media channels’ point of view in this course. You will also learn how to define the goals and objectives at every stage of the marketing funnel using the right informative content.


Learn how to do deep analysis of paid campaigns and check the metrics of every ad in order to optimize the campaigns for better conversions in this course. You will also learn about the important elements of landing pages and their designing strategies based on the business/domain.


Learn about all different types of KPIs and metrics using different analysis tools in this course. Also work on a live campaign to check the ROI of any product or service, and learn how to improve the results.


Learn how AI automates digital marketing and increases performance in this course. You will also learn about emerging technologies like auto chat and voice search.

Step 4 - Optional Courses

Choose 1 of the 4 modules below


Learn the basics of B2B marketing and various marketing techniques in order to increase your reach to B2B clients.


Learn the basics of the e-commerce listing process. Learn how to promote your product and provide after sales support.


Learn how to create and maintain a blog for promotion and user interaction in this course.


Learn the basics of affiliate marketing and how to use it to promote your business efficiently.


*We reserve the right to alter the format, schedule, and all other details of the program. This course list is subject to change at any time.


  • 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 programs 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
  • Test drive the program! Send an email to 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 Specialist (beginning, intermediate, and advanced courses).
  • Second, complete 1 of the four optional courses.
  • 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.


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 3-7 days 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


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 6 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 6 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 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?

There are no prerequisites needed to enroll in the Digital Media Specialist program.

How long do students have access to this online program?

Students will have access to this program for 6 months from the date the access email is sent from Duke Continuing Studies.

How long does the program take to complete?

This certificate program must be completed within 6 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. The specifically designed curriculum 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 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 23-30 annually. Online registration is available 24/7 and the Office of Continuing Studies can be contacted via 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 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 DMS courses first (beginning, intermediate, and advanced). Once DMS has been completed, you may proceed to the optional courses (only 1 optional course is required).

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

Students must complete the DMS courses (beginning, intermediate, and advanced) and attain 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 DMS courses  (beginning, intermediate, and advanced) and 1 optional course 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.

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 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.

Funding Sources

No loans 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.

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.

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, and click the I’m ready to apply button. The following application should populate with the pertinent information for Duke Continuing Studies.

  • Under Loan Needs, select Student and then Undergraduate degree.
  • Select Career training school.
  • Select North Carolina from the drop down menu.
  • Under name of school begin typing DUKE PROFESSIONAL, then select DUKE PROFESSIONAL CERTIFICATES, DURHAM, NC, 00292099 when it populates.
  • Click Continue.
  • Next, You've confirmed that you want a Smart Option Student Loan for DUKE PROFESSIONAL CERTIFICATES will appear.
  • Click Continue.
  • Fill out Basic Information.
  • Fill out Permanent Address section.
  • 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 Loan period begins and loan period end dates.
    • Enter your Anticipated Graduation / Completion.
    • Enter loan amount. NOTE: This may not exceed the cost of tuition.
    • Estimated financial assistance should be $0.00.
    • Under Loan request, click Use calculated need.
    • Do not check any box in typical school expenses.
  • Follow the remaining loan application prompts.
Wells Fargo Graduate Loan

Please note that Wells Fargo is no longer accepting new applications for their private student loans. However, students with an outstanding balance on a Wells Fargo private student loan may be eligible to be borrowers on a new private loan. See here for details.

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 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.

Wire Transfers

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

Online Refund and Transfer Policy

There are no refunds, cancellations, or transfers for online, self-paced courses.

Course Extension Policy

A one-time 60 day extension may be granted to students who demonstrate in writing (via email to 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…”