Getting on Track: New Professional Development Track at University of Phoenix Opens Door to In-Demand Field of Digital Marketing

New Professional Development Track at University of Phoenix Opens Door to In-Demand Field of Digital Marketing

Photo by Diggity Marketing on Unsplash

Marketing has undergone a major shift to digital, and that has given rise to increased demand for digital marketers who are savvy with social media platforms, email, targeted ads and Search Engine Optimization (SEO) strategies. These professionals also need to understand how consumers think and act online. Some 72 percent of the American adult population uses some form of social media, according to the Pew Research Center, and seven out of 10 Americans use social media to connect with one another. Individuals remain devoted to their favorite platforms, with the majority of Facebook, Snapchat and Instagram users saying that they visit these websites or apps on a daily basis.

Social media is no longer just a place for people to connect but also a place for brands to interact with their customers in the online spaces they frequent. Many consumers are already researching items online and reading reviews before making a purchase. Businesses need to have a strong online presence and optimize their content to be easily discovered as customers search for specific products and services.

Companies are increasingly looking for digital marketers with the skills to help them strategically position themselves online to grow their customer base and boost their online visibility and sales. Labor market analysis leader Emsi Burning Glass reports that there have been over 16,000 unique job openings for digital marketing roles over the last 12 months. Job openings for digital marketers have increased 188 percent from last year according to Emsi, from 2,026 in November 2020 to 5,832 in October 2021.

Preparing for a Digital Marketing Career With the Digital Marketing Professional Development Track From University of Phoenix

University of Phoenix offers a flexible, affordable and online Professional Development track that provides digital marketer skills. As part of the program, students take six non-credit online courses that are entirely self-paced and require no prerequisites. Once purchased, students have access to the courses for one year.

“The digital marketing track helps individuals quickly upgrade their toolbox with real-world skills employers want, ” said Mukund Sudarsan, vice president, general manager of Professional Development at University of Phoenix. The Digital Marketing Professional Development Track at University of Phoenix also prepares students for four industry certification exams: Facebook Certified Digital Marketing Associate, Google Analytics IQ Certification, Google Ads Measurement Certification and Google Ads Search Certification.  

Courses Address Leading Skills Needed for Digital Marketers

The Digital Marketing Professional Development Track at University of Phoenix takes students through six non-credit courses that provide skills needed to be competitive in the job market and apply for roles as digital marketing specialists, managers and strategists. The Introduction to Search Engine Optimization course teaches website attribute essentials and how they impact visibility as well as how to interpret analytics reports, develop keywords and identify opportunities for improvement in Google Ads.

In the Social Media Marketing Essentials course, students learn to plan and execute social media campaigns across various platforms and interpret relevant analytics. The Paid Social Media Marketing course teaches students to evaluate the advantages of various paid online advertising, how to outline a strategic marketing plan and how to advertise on various platforms. The Google Analytics course shows students how to configure Google Analytics on a website, interpret reports, create goals and apply basic techniques of segmentation and remarketing. In the Google Ads course, students learn how to turn business objectives into successful Google Ads marketing campaigns, how to choose a campaign and how to leverage Google Display and Google Search to reach business goals. Finally, the Inbound Marketing course teaches students how to attract more customers, launch lead generation tactics and increase marketing program efficiency, among other skills.

About University of Phoenix

University of Phoenix is committed to advancing the educational goals of adult and nontraditional learners and to help students navigate career options and degree programs that best suit their interests. Students can take advantage of flexible start dates, online classes and scholarship opportunities that can help make it possible for anyone to get the education they desire.

In addition, the University’s Career Services for Life® commitment to active students and graduates provides resources to help them be competitive in the workforce for no additional charge. These services include resume and interview support, career guidance, education and networking opportunities. For more information, visit

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