Time-Based and Interactive Media | University of Pennsylvania

Skills & Competencies

Skills developed through this program

Auto-populatedfrom O*NET via SOC 13-1161.01

Skills

Reading ComprehensionComplex Problem SolvingJudgment and Decision MakingActive LearningActive ListeningCritical ThinkingSpeakingWriting

Knowledge

Sales and MarketingComputers and ElectronicsEnglish LanguageCommunications and MediaMathematics

Abilities

Oral ComprehensionWritten ComprehensionOral ExpressionWritten ExpressionFluency of IdeasProblem SensitivityDeductive ReasoningInductive ReasoningInformation OrderingSpeech Recognition

Tasks

Manage tracking and reporting of search-related activities and provide analyses to marketing executi
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimizatio
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction vol

Technology

Analytical or scientific softwareWeb page creation and editing softwareGraphics or photo imaging softwareWeb platform development softwareData base management system software

Tools

Desktop computersDomain name servers DNSPersonal computersTeleconferencing equipmentVideoconferencing equipment

Work Values

AchievementWorking ConditionsSupportIndependenceRecognitionRelationships

Career Pathways

Occupations this program prepares you for

Auto-populatedfrom O*NET + BLS

Occupations matched to this program, with median wage, top wage, growth, and openings
SOC	Occupation	Method	Wage	Growth	Openings
Match confidence: medium13-1161.01	Search Marketing Strategists	title_inference	—	—	—

Program Pathways

Credentials this program stacks toward

No program pathways.

What You'll Learn

Key competencies developed through this program

Auto-populatedfrom NSX Competency Framework

Mastery: proficient (Level 3)(based on Post-Baccalaureate Certificate)

Comprehensive search analytics reports — design and produce autonomously, integrating multi-channel metrics such as transaction volume, revenue, and cost-per-acquisition for executive decision-making.
Full-scope SEO audits — conduct independently across large or complex websites, identifying technical, content, and authority gaps and prioritizing remediation roadmaps.
Cross-functional digital campaigns — lead planning and execution by integrating paid search, organic search, and content strategies to meet measurable business objectives.
Non-routine algorithmic changes — diagnose and respond to by applying inductive and deductive reasoning to traffic pattern shifts affecting client search visibility.
Advanced analytics instrumentation — architect and validate including custom dimensions, attribution models, and multi-touch tracking across enterprise-level web properties.
Web development team collaboration — direct technical SEO requirements for site architecture, schema markup, and Core Web Vitals improvements in agile project environments.
KPI frameworks — define and implement for diverse client verticals, aligning search marketing metrics to broader organizational revenue and growth targets.
Search marketing budgets — manage and optimize by modeling cost-per-click and cost-per-acquisition scenarios to maximize return on advertising spend.
Complex problem-solving — apply across simultaneous client portfolios by synthesizing competitive intelligence, keyword data, and audience behavior into cohesive search strategies.
Junior and mid-level team members — mentor on analytics interpretation and optimization techniques, elevating team-wide capability in data-driven decision-making.

Program Details

Detailed information about this program

No detailed information available.

Requirements

What you need to earn this credential

No requirements listed.

Financial Aid

Eligible funding programs

No funding information available.

Scholarships

No scholarships listed.