Digital Marketing

Course details

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.

Curriculum

Unit 1: Digital Marketing Framework & Strategy

• Business & Customer Strategy
• Data-Driven Marketing

Unit 2: Digital Marketing & SEO

• Digital Marketing Strategy & Channels
• SEO

Unit 3: Paid Social & Advertising

• Paid Search, Adwords, & SEM
• Paid Social

Unit 4: Content Marketing & Social

• Content Strategy
• Content Marketing & Social Media

Unit 5: Marketing Acquisition & Conversion Rate Optimization

• Landing Pages, UX, & Lead Gen
• A/B Testing & Marketing Optimization

Unit 6: Customer Engagement & Retention

• CRM & Email Marketing
• Retargeting, Referrals, & Winbacks

Unit 7: Analytics, Data, & Reporting

• Metrics, Sources, & KPIs Revisited
• Google Analytics Deep pe

Unit 8: Display, Facebook, or Mobile Deep pes

• Facebook Deep pe
• Display, Programmatic, & Retargeting
• Mobile Marketing Deep pe

Unit 9: Storytelling & Budget Planning

• Storytelling & Persuasion Marketing
• Campaign Planning & Budgeting

Unit 10: Presentations & Next Steps

• Presentation Day 1
• Presentation Day 2 & Next Steps