DIGITAL MARKETING

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
  • We make friends on social media
  • Our offices are the coolest
  • You meet the best people