Digital Marketing

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.
Unit 1: Digital Marketing Framework & Strategy
Business & 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 & SEO
Digital 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 & Advertising
Paid 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 & Social
Content 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 Optimization
Landing 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 & Retention
CRM & 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, & Reporting
Metrics, 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 Dives
Facebook 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 Planning
Storytelling & 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 Steps
Presentation 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.
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