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. Still have questions? Ask the
community .
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13/11/2019 Last update