This is a 10-week part-time or 1-week accelerated course.
Skills & Tools: Gain proficiency in social advertising and use Facebook, Google AdWords, and Google Analytics to find meaning in user behavior.
Production Standard: Develop and plan a campaign driven by data and paid-search strategies--and measured by key performance indicators.
The Big Picture: Become a driver of your company's bottom line by using cutting-edge techniques and platforms to market products and acquire users.
What You'll Learn:Unit 1: Digital Marketing Framework & StrategyBusiness & Customer Strategy- Define the core components of a business (value proposition, business model, customer).
- Explain your business model and write an elevator pitch.
- Define Digital Marketing, explore its evolution and the current landscape.
- Define segments and the role segmentation plays in marketing.
- Define your audience and build a target persona with a customer empathy map.
Data-Driven Marketing- Identify how data is used to map marketing back to channels and the consumer journey.
- Discuss the role of data, metrics, and KPIs in digital marketing.
- Explain the process of launch, collect, review, change.
- Practice setting marketing objectives and determining KPIs for those objectives.
- Discuss key metrics like ROI, CAC, and LTV.
Unit 2: Digital Marketing & SEODigital Marketing Strategy & Channels- Describe the landscape of channels today and how channels are used.
- Differentiate between between broadcast, direct, and social channels.
- Identify the relevance and role of various channels for your business and customers.
- Define channels that you will use in campaigns, and where your approach is paid,earned, or owned.
- Explain how to use channels to market to the right customers at the right time.
SEO- Review SEO and its role in marketing.
- Identify keywords for your business and their use for growth.
- Develop an SEO strategy.
- Learn how to improve page rankings for relevant terms.
- Use keyword tools for research and write SEO tactics for your web content.
- Compare results from different SEO tactics and approaches.
Unit 3: Paid Social & AdvertisingPaid Search, Adwords, & SEM- Perform keyword research analyzing search volume and competition.
- Apply keyword and search intent targeting to your business.
- Define click bidding and bid management, budgeting.
- Create your own AdWords campaigns.
- Evaluate results and optimize AdWords.
- Review key metrics and KPIs for SEM.
Paid Social- Outline the process for running a social ad campaign.
- Create and manage a social ad campaign for Facebook, Twitter, and/or Instagram.
- Identify the data that is available from social media platforms and how it can be used.
- Create and distribute UTM-coded links.
- Interpret metrics to optimize paid social strategies across platforms.Select appropriate social media platforms for a brand and specific campaigns.
- Structure smaller tests to influence a larger campaign's direction.
Unit 4: Content Marketing & SocialContent Strategy- Outline the process for developing content campaigns.
- Create a content plan with key messaging, content mapping, distribution and measurement.
- Develop a Native Advertising strategy to increase targeted reach of your content.
- Assess which content marketing tactics meet specific marketing and business goals.
- Determine the key metrics for measuring and optimizing content marketing tactics.
Content Marketing & Social Media- Distinguish best uses and approaches to the primary social platforms.
- Select appropriate influencers for your project and determine your influencer outreach strategy.
- Curate and modify digital content across your social channels.
- Determine the role of community management in social media marketing.
- Identify metrics and KPIs for measuring impact of social media.
Unit 5: Marketing Acquisition & Conversion Rate OptimizationLanding Pages, UX, & Lead Gen- Review best practices of digital marketing UX.
- Explore how on-site marketing works and the ways to optimize those efforts.
- Evaluate the design, functionality, and effectiveness of landing pages.
- Develop landing pages and forms for your business.
A/B Testing & Marketing Optimization- Utilize best practices for conducting A/B tests across channels.
- Consider various reporting techniques to communicate results.
- Develop optimization strategies to meet overall marketing goals.
- Describe potential outcomes, benefits, and risks when employing A/B testing and experiments.
- Set up and apply A/B tests to your business.
- Use Optimizely to explore and implement a test.
- Discuss Conversion Rate Optimization.
Unit 6: Customer Engagement & RetentionCRM & Email Marketing- Plan and prepare lifecycle marketing strategies.
- Map content and channels (like email) to your customer's lifecycle.
- Plan, execute, and measure email marketing campaigns.
- Gain basic familiarity with common tools of the trade.
Retargeting, Referrals, & Winbacks- Define retargeting and understand the mechanics of the tactic.
- Identify the approaches to increasing referrals and apply to your business.
- Explore key winback tactics, when to use them, and how to measure effectiveness.
- Identify the most relevant retention and referral metrics and KPIs.
- Design a referral campaign or program.
Unit 7: Analytics, Data, & ReportingMetrics, Sources, & KPIs Revisited- Identify and use valid statistical techniques when performing analysis.
- Setup and apply the basics of Google Analytics, including core concepts like Goal Tracking, and micro and macro conversions.
- Describe statistical techniques and common equations used to measure performance.
- Describe and compare strengths and weaknesses of attribution models (last click, time decay, multichannel).
- Create and use a cohort report.
Google Analytics Deep Dive- Use Google Analytics to access, manipulate, and report data.
- Use Google Analytics to find insights.
- Explore features and uses of Google Analytics - audience, behavior, conversions, attribution, reporting, funnel analysis.
Unit 8: Display, Facebook, or Mobile Deep DivesFacebook Deep Dive- Create and execute Facebook advertising campaign.
- Explore Power Editor and its uses.
- Discover the targeting capabilities and features available to Facebook advertisers.
- Use Facebook analytics to review, understand, report data.
- Optimize Facebook ad campaigns with data.
Display, Programmatic, & Retargeting- Identify digital ad formats, features, capabilities, and opportunities for use and measurement.
- Explain programmatic ad buying and other developing technologies.
- Review cases and examples of display campaigns and discuss display's role in retargeting.
- Explain how to use segmentation to target ads in display and retargeting.
- Summarize difference between targeting audiences by attributes and behavior rather than publisher.
- Develop a display strategy for your business.
Mobile Marketing Deep Dive- Map the customer decision journey for mobile web vs mobile app.
- Breakdown the mobile audience demographically and based on device usage.
- Discuss paid advertisements in mobile as they tie to channels already covered.
- Explain attribution challenges in mobile.
Unit 9: Storytelling & Budget PlanningStorytelling & Persuasion Marketing- Define the key elements of storytelling and useful storytelling models.
- Discuss storytelling examples as they pertain to marketing.
- Practice copywriting techniques.
- Apply storytelling and pitch techniques to your presentation.
Campaign Planning & Budgeting- Identify tactics for planning and controlling marketing spend.
- Practice planning and budgeting in accordance with the needed outcome.
- Define the typical expenses of common channels and tactics.
- Articulate a plan and budget for your project and defend your decisions.
Unit 10: Presentations & Next StepsPresentation Day 1- Effectively communicate your marketing plan in your final project presentation.
- Critique and provide feedback for classmates.
Presentation Day 2 & Next Steps- Effectively communicate your marketing plan in your final project presentation.
- Critique and provide feedback for classmates.
- Identify next steps for continued learning.
School Notes:
For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.