This is a 10-week part-time or 1-week accelerated course. In this 10-week course, students will learn to plan and execute a marketing campaign, acquire and engage users, and quantify a strategy's success.
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: Introduction to Digital Marketing Business Strategy & Marketing - Define basic components of every business and how those components interact with each other
- Describe different types of business models, and the marketing implications of each business model
- Clearly articulate a value proposition and elevator pitch for a given business
Brand Strategy - Describe the components of every brand (personality, values, definition, and promise)
- Analyze how popular brands have defined these components
- Articulate brand components to create a brand brief
Unit 2: Marketing Analytics Introduction to Marketing Analytics - Apply fundamental marketing analytics concepts (e.g. performance measurement, normalcy, comparison and optimization)
- Describe the role of marketing analytics and commonly used analytics tools and techniques
- Apply the basics of Google Analytics, including important concepts such as goal tracking
Excel, Statistics & Data Visualization - Apply foundational statistical concepts, and describe how these apply to quantitative marketing (e.g. causation v.s. correlation, isolating variable etc.)
- Communicate marketing data in a clear and concise way that is both visually appealing and simple to interpret
- Apply Excel techniques and shortcuts commonly used by marketing teams
Metrics, Sources & Statistics - Identify the metrics that matter to your business, define KPIs
- Describe how to draw customer insight from different sources of web traffic
- Describe statistical techniques used to measure performance
Segmentation, Targeting and Tracking - Use marketing analytics tools to segment and target customers
- Track customer behavior across multi-step conversions
- Build a basic attribution model
Testing & Experimentation - Identify where and when to conduct marketing experiments
- Describe and apply different types of experiments (e.g. A/B testing)
- Effectively conduct and manage marketing experiments in a controlled way
Budgeting & Planning - Draft an end-to-end marketing plan
- Effectively allocate marketing budget across a number of marketing channels
Presenting & Storytelling - Create a compelling and straightforward narrative from disparate data and information
- Craft a presentation to satisfy the needs of a variety of different audiences
- Confidently present information and ideas to both large and small groups
Mid-course Lab - Prior to this session, students will be set a short marketing assignment based on a typical real-world marketing scenario. Student will be expected to analyze a marketing data set and draw insights from that data
- Student will have an opportunity to discuss and share their findings as well as receive feedback and direction from the instructional team
Unit 3: Acquiring & Engaging Users UX Fundamentals & Trends - Identify and rectify common design flaws across both desktop and mobile devices
- Test, analyze and optimize different landing pages
- Identify key user experience design techniques to help increase conversions
Developing a Content Strategy - Describe the importance of content and how to do content marketing well
- Describe the relationship between content and branding, and its impact on sales
Activation & Retention - Define activation and retention processes and their respective metrics
- Apply techniques to improve activation
- Apply growth hacking techniques to spur viral reach
Email Marketing - Determine metrics to track and analyze the performance of a campaign
- Describe the different types of email campaigns (e.g. triggered, segmented, content, promotional)
- Create compelling emails and run A/B email marketing tests
Search Marketing - Describe the difference between Search Engine Optimization and Search Engine Marketing
- Create a Google AdWords campaign
- Analyze the performance of a paid search campaign
Social Media Management & Influencer Marketing - Describe the role of social media in marketing
- Describe the core differences between the various social media channels and identify which ones are best for your business objectives
- Apply the latest trends in influencer marketing
Facebook Advertising - Create a robust Facebook advertising campaign
- Target an audience using Facebook advertising, and track performance of a Facebook campaign
Twitter, LinkedIn & Display Advertising - Leverage insight about different social media channels to create and execute advertising campaigns on Twitter and LinkedIn
- Describe how to effectively target an audience using display advertising, as well as track the performance of a display campaign
- Describe the role of retargeting campaigns within a marketing plan
Final Presentations - Groups will be asked to present an end-to-end digital marketing strategy and corresponding results to a panel of experts
- The presentation must demonstrate the following: clearly defined business and brand brief; data-based strategy (KPIs); well designed experimentation proposals; optimized site; sample social media content; paid marketing campaigns and results
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.
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