At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.
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.
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
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
DIGITAL MARKETING: 16weeks +project
Title: Digital Marketer
You will be in a growing industry
You become an Internet whizz
You get to play with new technology
Being creative and a little bit mad is a good thing
You learn something new every day
Digital marketers come from a wide range of backgrounds
