Facebook Digital Marketing Certificate Program ($100 total cost)
Facebook is partnering with Cañada College to offer a new non-credit Digital Marketing Certificate program, which will include courses in digital marketing and social media strategy.
To demonstrate their commitment, students will have an opportunity to utilize Facebook Ad Credits to advertise your business or organization on their global platform at no cost to you!
This exciting, fast paced program is perfect for small business owners, marketing professionals in need of digital skills, and those seeking new workforce development/job skills.
Taught by expert instructor Bernita Dillard, these six courses are delivered online, with virtual instructor-led discussion sessions, hands-on activities, and cumulative project-based learning opportunities. Moreover, the six courses will be offered in a four-week, online format, with one week break in between each course.
Students will also be required to attend a total of three face to face meetings throughout the entire program. In-person meeting will take place at the Menlo Park campus on the following:
In-Person Dates at Menlo Park campus-1200 O'Brien Drive, Menlo Park 94025 (Thursdays, 6:00pm to 8:30pm):
- February 13, 2020
- May 28, 2020
- September 3, 2020
In addition the in-person dates, students are to attend virtual class sessions, which will be held on Thursdays from 6:00pm to 8:30pm using Zoom.
This program does not lead to college credit.
Course 1: Foundation and Strategies for Digital Marketing (2/13/2020 to 3/12/2020)
Course 2: Marketing Content & Branding (3/19/2020 to 4/16/2020)
- Understand the role of marketing in the context of broader business operations and objectives.
- Understand the market positioning and unique value proposition of a company and/or product.
- Develop segmentation of customers and user personas.
- Recognize the various online and offline marketing channels and rationale for marketing through each.
- Understand key marketing metrics and the purpose of backwards planning and measurement of marketing efforts with respect to these objectives.
Course 3: Marketing Analytics & Performance Optimization (4/23/2020 to 5/21/2020)
- Understand the fundamentals of consumer psychology and buying motivations.
- Understand the process of creating an effective content strategy and communicating it.
- Demonstrate the ability to create written copy for marketing content that aligns with a brand and target audience for primary marketing channels.
- Understand the principles and best practices of visual design when creating marketing collateral.
- Understand introductory concepts of search engine optimization.
Course 4: Social Media Marketing (5/28/2020 to 6/25/2020)
- Demonstrate ability to calculate key marketing metrics and understand their significance to determine strategic marketing optimization decisions.
- Demonstrate the ability to A/B test various elements of marketing efforts to increase conversion rates.
- Understand the factors that drive conversion and opportunities to optimize marketing performance.
Course 5: Search & Display Advertising (7/2/2020 to 7/30/2020)
- Understand the role of social media in a marketing campaign and differences in voice and audience across various social media channels.
- Recognize best practices and understand the lifecycle of a social media campaign.
- Calculate bids and understand the costs that come with social media advertising.
- Demonstrate the ability to run a social media campaign on Facebook and the key metrics for optimization.
Course 6: Email Marketing (8/6/2020 to 9/3/2020)
- Recognize best practices and understand the lifecycle of a search campaign.
- Recognize best practices and understand the lifecycle of a display campaign.
- Demonstrate the ability to calculate bids and understand costs that come with search and display advertising.
- Understand how to run a search and display campaigns and the key metrics for optimization.
- Recognize best practices and understand the lifecycle of an email campaign.
- Understand how to generate an email list.
- Familiarized with email automation tools and how they can help launch email campaigns.
- Understand how to develop an email plan to launch multiple email campaigns at once.
Technical Requirements & Specs
- A computer running a compatible web browser (see below)
- Stable Internet connection (content is not available offline)
- Speakers/headphones, microphone, and web-camera to hear audio from a computer (videos have subtitles as an alternative)Supported Operating Systems
- Lessons can be completed on any desktop computer, smart phone, or tablet
- Labs and projects must be completed on a Microsoft Windows or Apple MacOS desktop computer; use of Chromebooks not supported
- Select lessons require downloading the Pathstream desktop app (instructions are provided on those lab pages) and thus Chrome OS (Chromebooks) are not supported
- Students will also need to ensure they have permission to download an app to the computer (e.g., if using a loaner or shared computer such as in a library)Supported Web Browsers
Pathstream content is accessible using a variety of Web browsers. The following recommended browsers are available for download at no cost:
- Google Chrome: https://support.google.com/chrome/answer/95346?co=GENIE.Platform%3DDesktop&hl=en
- Firefox: https://www.mozilla.org/en-US/firefox/new/
- Performance will be suboptimal on Internet Explorer; Windows users should download Chrome or use Microsoft Edge (included in Windows 10)