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