Online Digital Marketing Graduate Certificate
UC's online Graduate Certificate in Digital Marketing will provide you with the knowledge and skills needed to effectively promote products and services online.
What Is a Graduate Certificate in Digital Marketing?
A graduate certificate in digital marketing covers a range of digital marketing topics. These include marketing strategy, buyer behavior and consumer insights, and performance metrics and analysis.
Designed by expert marketers and led by the same award-winning faculty as our on campus graduate programs, our digital marketing certificate will help you expand your opportunities for success in this rapidly evolving field without putting your life on hold.
Plus, all credits taken as part of this certificate may be subsequently applied toward your Master of Science in Marketing, Master of Business Administration, or other specialized master’s degrees at the Lindner College of Business.
Why Get a Digital Marketing Certificate?
- Specialized Skill Set: Don’t just get a degree, get noticed! A digital marketing certificate equips you with sought-after skills in SEO, social media marketing, and analytics, making you a highly desirable candidate for employers in today’s digital world.
- Maximized Degree: Already in the MS Marketing program? Take your existing education to the next level. By adding a digital marketing certificate, you can amplify the value of your degree, demonstrate your adaptability, and showcase a well-rounded skillset that impresses potential employers.
- Seamless Admission into MS Program: Pursue further education with confidence. A digital marketing certificate can fulfill prerequisite requirements for many Master’s programs, demonstrating your readiness to excel in advanced studies and accelerate your career trajectory.
- Increased Earning Potential: Invest in your future, and watch your earning potential grow. Studies show that individuals with digital marketing skills can command significantly higher salaries compared to their non-certified peers.
How UC Online Can Help Get You Ahead
Lindner’s Digital Marketing Graduate Certificate provides students the opportunity to cultivate a range of digital marketing skills, including developing marketing strategies, engaging target audiences, crafting compelling messages, designing effective campaigns and more. The program is built on four foundations, Consumer Psychology & Strategy, Planning & Design, Build & Execution, and Analytics.
Each course is designed and led by renowned faculty and can be completed on campus or online. Graduates are day-one ready for careers at advertising agencies, corporate marketing departments, e-commerce businesses or consulting firms, or may choose to pursue the Master of Science in Marketing degree. Learn more about the coursework and faculty below.
Understanding buyer values and decision-making processes; brand positioning; outcome driven innovation; and inclusive and intercultural engagement.
Industry-ready coursework:
- Marketing Strategy: Develop strategic marketing plans based on consumer insights.
- Consumer Insights: Analyze market research data to understand consumer behavior.
- Design Thinking for Business: Apply creative problem-solving techniques to address marketing challenges.
Digital content strategies, brand identity, sales team engagement, integrated marketing programs.
Industry-relevant coursework:
- Digital Marketing Strategy: Develop data-driven digital marketing plans to achieve specific goals.
- Consumer Decision Science: Apply psychological principles to influence consumer behavior online.
- Branding: Craft a strong brand identity that resonates with your target market.
Leverage engagement channels and tech platforms to distribute digital content using digital platforms and properties, interactive digital strategies, and technology, and leveraging digital behaviors to achieve digital sales.
Industry-focused coursework:
- Digital Marketing Tools: Master the latest digital marketing tools and technologies.
- Applied Influence Strategy: Learn to leverage social influence to drive engagement and brand advocacy.
Conduct program analytics using digital behavior-based business analytics insights to implement communication program changes; and integrate findings into eCommerce processes and technology platforms.
Industry-ready coursework:
- Digital Marketing Analytics: Master the art of measuring and analyzing digital marketing campaigns.
- Marketing Performance Metrics: Learn to track and interpret key marketing performance indicators (KPIs).
- Data Visualization: Effectively communicate complex marketing data through compelling visuals.
- Data Analysis Methods: Develop advanced skills in data analysis to extract valuable insights.
Karen Machleit
Professor, LCB Marketing
LINDHALL
Karen A. Machleit is Department Head and Professor of Marketing. She completed her marketing PhD at Michigan State University with support areas in advertising and psychometrics. Her primary research interest is in the area of affective responses in consumption contexts. She has published studies that examine the emotional responses people have to advertising, as well as the feelings that people experience while shopping. She has also studied reactions to the retail store atmosphere, especially reactions to crowded retail environments and the effect of these reactions on shopping satisfaction. Another research interest is in measurement issues and scale development. Her work has been published in the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Psychology & Marketing, Journal of Advertising, Journal of Retailing, Marketing Letters, and the Journal of Business Research, among others. Among her publications, two were finalists for Best Article awards: the 1991-1993 Journal of Consumer Research and 1988 Journal of Advertising awards. She is a member of the Association for Consumer Research, Society for Consumer Psychology, and the American Marketing Association. She has served SCP as Secretary/Treasurer 1998-2001, as co-chair for the 1998 SCP conference, and as co-chair for the 2001 SCP Online Consumer Psychology conference. She co-chaired the Branding and Marketing Communication Track for the 2006 Summer AMA conference and co-chaired the 2007 Winter AMA Conference.
Dr. Machleit teaches courses in advertising, retailing, marketing research and consumer behavior and a Ph.D. seminar in measurement and path modeling. She has had visiting teaching appointments at ESC-Toulouse, France and Bond University, Queensland, Australia, and teaches a study abroad International Retailing course with Politechnico di Milano, in Milan, Italy.
Dr. Machleit is a Lindner Teaching Fellow and an award-winning teacher: she has won the Dornoff Fellow of Teaching Excellence and Undergraduate EXCEL teaching awards. She won the inaugural UC Outstanding Department Head Award in 2019 and the Lindner Service to Research Award in 2020. Most notably, she won the UC Faculty Career Award in 2020, for excellence in research, teaching, and service.
Dr. Machleit teaches courses in advertising, retailing, marketing research and consumer behavior and a Ph.D. seminar in measurement and path modeling. She has had visiting teaching appointments at ESC-Toulouse, France and Bond University, Queensland, Australia, and teaches a study abroad International Retailing course with Politechnico di Milano, in Milan, Italy.
Dr. Machleit is a Lindner Teaching Fellow and an award-winning teacher: she has won the Dornoff Fellow of Teaching Excellence and Undergraduate EXCEL teaching awards. She won the inaugural UC Outstanding Department Head Award in 2019 and the Lindner Service to Research Award in 2020. Most notably, she won the UC Faculty Career Award in 2020, for excellence in research, teaching, and service.
Roseann Hassey
Assoc Professor - Educator, LCB Marketing
LINDHALL
Roseann has a 25-year track record creating, strengthening and building brands through a passion for consumer understanding and brand engagement, including work with Procter & Gamble and Reebok, International. She earned her undergraduate degree in economics from Duke, her MBA from Harvard University, and her PhD from University of Cincinnati, where she currently teaches undergraduate and graduate-level branding, among other courses. Her engagement in Brand Storytelling spans her industry experience and classroom teaching, and centers on the concepts of Brand Authenticity, Customer Listening/Engagement and Jobs to be Done theory.
Susan Powell Mantel
Professor, LCB Marketing
2345 LINDHALL
I am a Professor of Marketing at the Lindner College of Business. My background is in consumer behavior and marketing strategy and study human decision making in many areas including CB, Sales, and business to business settings. Specialties: Negotiation, Consumer Behavior, Decision Making
James J Kellaris
LINDHALL
James J. Kellaris is the James S. Womack / Gemini Corporation Professor of Signage and Visual Marketing. James joined the LCB marketing faculty in 1989. He holds a PhD degree in Marketing from the J. Mack Robinson College of Business, Georgia State University. Additionally, he holds MS (Marketing Research) and AB (French and Music Composition) degrees. James teaches Marketing Ethics and Buyer Behavior in LCB’s MS and MBA programs. He has also taught as a visiting professor at the École Supérieure de Commerce et de Management (ESCEM), Tours, France, the École Superieur de Commerce (ESC), Toulouse, France, Bond University, Queensland, Australia, and has lectured at the University of Liverpool, UK, and the HEC Montréal, École de Gestion. James has won the EXCEL and Dornoff teaching awards at LCB, and is a Lindner Teaching Fellow.
His research interests include the influences of music on consumers (e.g., auditory branding), marketing ethics and ethical decision-making, and signage-related topics. His work on the “earworm” phenomenon (songs stuck in your head) has received wide attention from the popular media and resulted in the introduction of the term into the Webster-Merriam dictionary. In addition to top academic journals, James’ research has been reported in the New York Times, the Los Angeles Times, NPR, CCN Headline News, CBS Sunday Morning, MSNBC Today Show, Forbes, BusinessWeek, and numerous other media outlets in the United States and abroad.
As a former professional musician and currently active composer of classical chamber music, James has won prestigious international competitions, served residencies with large orchestras, and is widely performed on three continents. This fall his work will be performed by orchestras in Brisbane and Melbourne, Australia; Vacallo, Switzerland; Austin, Texas; Tiverton, Massachusetts; and elsewhere; and recorded in Detmold, Germany. Additional information, including a list of his research articles on music and list of his musical compositions, can be found at www.JamesKellaris.com.
Drew D Boyd
Professor - Educator, LCB Marketing
2353 LINDHALL
Drew Boyd is the executive director of the Master of Science in Marketing Program and associate professor of Marketing and Innovation at the University of Cincinnati.
Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.
In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real world marketing and innovation experience. Drew has earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, The Wharton School of the University of Pennsylvania, The University of Michigan, The University of Chicago, The Kellogg School of Management at Northwestern University, and Duke University.
Drew graduated from the United States Air Force Academy in 1976 with a Bachelor of Science in Management Science and Operations Research. He earned an MBA from the University of Chicago.
He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.
Dianne Hardin
Assoc Professor - Educator, LCB Marketing
LINDHALL
Dianne Hardin graduated from California State University, Sacramento in 1990 with a BA in Economics and Finance. She has worked in the telecom, IT consulting, and banking industries where she has led cross-functional development teams charged with designing innovative products and services that revolutionize the customer experience and drive revenues. She has spearheaded the adoption of integrated digital marketing and sales initiatives to support the distribution of these products, one of which earned her industry recognition. She has helped several fortune 100 companies launch demand generation marketing technology platform, and design their own integrated marketing and sales programs. In the fall of 2011, she was accepted into the University of Cincinnati’s College of Design, Architecture, Art and Planning (DAAP) where she completed her masters in design in April 2014. Her thesis, “The Innovation Imperative: Not Without Design” explored the role of design, design thinking, innovation and empathy in organizations to create competitive advantage; and, created a new model for assessing an organization’s level of empathy to understand how design elements influence the organization. As part of this work, she had key roles in the development and publication of two articles in the Design Management Institute dmi:review Journal: “The DMI Design Value Scorecard: A new design measurement and management model.” and “The design discussion: Questions for all of us.” She was accepted to the Master of Marketing program at the Lindner College of Business in Summer, 2013 and completed her capstone in Summer, 2014 exploring millenials perception, behaviors and influence on consumer confidence and marketplace trust organizations. In the fall of 2014, she began teaching design at DAAP and marketing at Lindner College of Business, where she is currently an annualized Assistant Professor. Today, she teaches three integrated design researh/experience design and marketing courses including Services Marketing, eMarketing and Marketing Innovation. In her non-teaching time, she accepts consulting projects focused on the integration of design and business to create competitive advantage. She lives with her husband and three daughters in Mason, Ohio.
Noah Thomas VanBergen
Assoc Professor, LCB Marketing
LINDHALL
Noah VanBergen is an Assistant Professor of Marketing at Lindner, having received his Ph.D. from the University of Miami in 2017. His research interests mainly fall into two areas. His primary interest is in consumer attributions and inference-making, which he has applied to investigations of product efficacy, artificial intelligence, decision-making, meaningfulness, and other domains. His other interest lies in understanding downstream consequences of childhood experiences on adult consumer behavior. He has published his work in top Marketing journals including the Journal of Consumer Research and the Journal of Consumer Psychology, and his work has been presented at multiple international conferences, including annual meetings for the Association for Consumer Research and the Society for Consumer Psychology. He teaches Consumer/Buyer Behavior at both the undergraduate and graduate levels. In his spare time, Noah enjoys playing music and sports, and spending time with his wife, two kids, and their two dogs.
Please see here for updated information on Noah's research activity.
Please see here for updated information on Noah's research activity.
Elliott Manzon
Professor - Educator, LCB Marketing
LINDHALL
Dr. Elliott Manzon is a student-focused Associate Professor – Educator of Marketing who uses interactive courses and experiential learning to prepare students for careers in marketing and business. Elliott specializes in creating online courses that are engaging, interactive, and experiential. His most popular courses are Marketing Research and New Product Development which he teaches at both the undergraduate and graduate levels. In these classes, students actively participate in tackling real-world business challenges, conducting their own marketing research studies, and developing innovative products. Elliott's teaching approach employs experiential learning to not only captivate students but also to equip them with the skills needed for successful careers in marketing and entrepreneurship.
Elliott has been recognized for his innovative contributions to marketing education through awards at both the colllege level as well as from international marketing organizations. He has received awards for teaching excellence including the Marketing Management Association AxcessCapon Teaching Innovation Competition, the University of Cincinnati Innovative Uses of Technology in Teaching Award, the Lindner College of Business Undergraduate Teaching Award, the Boyd Breakthrough in Innovative Teaching Excellence Award, the Westerbeck Junior Faculty Graduate Teaching Award, and Society of Marketing Advances Cengage Pride/ Ferrell Innovations in Teaching Award.
Elliott received his Ph.D. in Design Science from the University of Michigan where he studied the interaction of marketing, product design, and consumer perceptions. Elliott's research has investigated marketing pedagogy, online consumer product reviews, aging consumer groups, and perceptions of product usability. His research has been published in Marketing Education Review and presented at national marketing conferences of the American Marketing Association, the Society for Judgment and Decision Making, Marketing Management Association, and the Society of Marketing Advances.
Elliott has been recognized for his innovative contributions to marketing education through awards at both the colllege level as well as from international marketing organizations. He has received awards for teaching excellence including the Marketing Management Association AxcessCapon Teaching Innovation Competition, the University of Cincinnati Innovative Uses of Technology in Teaching Award, the Lindner College of Business Undergraduate Teaching Award, the Boyd Breakthrough in Innovative Teaching Excellence Award, the Westerbeck Junior Faculty Graduate Teaching Award, and Society of Marketing Advances Cengage Pride/ Ferrell Innovations in Teaching Award.
Elliott received his Ph.D. in Design Science from the University of Michigan where he studied the interaction of marketing, product design, and consumer perceptions. Elliott's research has investigated marketing pedagogy, online consumer product reviews, aging consumer groups, and perceptions of product usability. His research has been published in Marketing Education Review and presented at national marketing conferences of the American Marketing Association, the Society for Judgment and Decision Making, Marketing Management Association, and the Society of Marketing Advances.
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