Digital Marketing Course

Marketing and Business Strategy

• Define and articulate your business strategy and business model
• Describe the role of digital marketing today
• Apply techniques to develop customer insight and better understand customer needs
• Create an elevator pitch for a given business, clearly articulating the business’ value proposition to its customers

Customer Experience and Brand Insight

• 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 for your company

Introduction to Marketing Analytics

• Describe the role of marketing analytics and commonly-used analytics tools and techniques
• Describe fundamental marketing analytics concepts (e.g. performance measurement, reporting, optimization, normalcy)
• Use data to develop business and customer insight

Metrics, Sources and Statistics

• Identify the metrics that matter to your business
• Describe how to draw customer insight from different sources of web traffic
• Describe statistical techniques used to measure performance
• Describe the structure of a database and how to execute basic queries

Segmentation, Targeting and Tracking

• Use marketing analytics tool to segment and target customers
• Describe the difference between ‘customers’ and ‘target audience’
• Identify and track key metrics

Testing and Experimentation

• Describe scenarios where conducting marketing experiments is a useful tool
• Describe and apply different types of experiments (e.g. A/B testing, modeling)
• Effectively conduct and manage marketing experiments in a controlled way

Storytelling: Presenting and Communicating Data and Information

• Apply basic storytelling techniques to craft compelling and convincing presentations
• Present data visually to make it understandable for a given audience
• Apply techniques for presenting complex data

Improving User Experience

• Identify and rectify common website design flaws
• Analyze and optimize landing page
• Apply basic user-experience design techniques to website development

Growth Hacking

• Clearly define ‘growth hacking’ and describe ways in which companies are using it today
• Identify key ‘hacks’ to your websites in order to increase conversions
• Create a growth hacking strategy

Developing Great Content

• Describe what good branding looks like
• Describe the importance of content and how to do it well
• Describe the importance of photography and how to do it well

Mobile and Tablets

• Create optimized mobile landing pages and website
• Adapt content from desktop application for use on mobiles and tables, using an understanding of mobile user experience
• Describe the features and benefits of a mobile website vs. a mobile application

Post-Acquisition Strategies: Activation and Retention

• Define activation metrics
• Apply techniques to increase the activation rate at different points in the customer conversion funnel
• Describe techniques to add virality (e.g. virality referrals)

Community Management

• Describe the difference between targeting an audience and managing a community
• Apply tactics to gather customer feedback, answer customer questions, and managing online feedback forums
• Moderate, track and analyze user-generated content

Social Media Marketing and Advertising

• Describe the features, benefits and marketing applications of different social media channels (i.e. Facebook, Twitter, Google+)
• Plan and execute a social media campaign
• Track the performance of a social media campaign and extend learnings from one channel across your entire business

Paid Search Marketing

• Identify the need and use case for a search campaign
• Identify components of an AdWords campaign
• Analyze the performance of a paid search campaign

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

Miscellaneous Marketing Channels

• Plan and execute a retargeting campaign
• Create and optimize compelling display ads
• Plan and execute affiliate marketing campaigns
• Create a compelling affiliate program and attract top-tier publishers

Mobile and Tablet Marketing

• Outline a mobile strategy as part of a digital marketing strategy
• Analyze differences between mobile and desktop campaigns
• Apply mobile marketing tools  (SMS, Mobile Websites and Apps)

Final Presentation

• Students must describe their business and target customers, and present an overarching strategy to reach their goals
• The presentation must answer the following questions: What is your business? Who is your customer? How do you measure your performance? What is your ideal customer experience? What channels do you use to reach them
• Students must present their performance including budget allocation, ROI and findings from the various tests