Part One: Foundations
Understanding your target audience is one of the fundamental elements of an effective digital strategy. Learn how to perform market research, develop personas, and empathize with your customer.
User Journey Maps (UJM)
Research and understand your customer’s journey as they go about purchasing your product and service. Learn to uncover pain points and opportunities, as well as strategies for answering their most important questions and objections.
Digital Marketing Strategy
Implement a well-considered process of selecting and developing the best digital strategy for a given situation. Learn how to address the complexities of planning and become familiar with the concept of strategic management and reporting.
Customer Relationship Management (CRM), Sales, and the Marketing Technology Stack
CRM is the backbone of today’s sales organizations…but what does that have to do with digital marketing? You as a marketer can harness the power of CRM and the rest of the sales & marketing tech stack to help your organization’s top line and relationship with sales.
Design for Marketers
You’ll gain an understanding of why design matters, and its role in marketing through the fundamentals of design. You’ll learn layout, contrast, hierarchy, typography, and colour theory concepts. You’ll also learn how to collaborate, give feedback, and provide direction to designers.
Writing for Websites
You’ll learn the best practices of writing for the web, tools that can help you optimize your writing, and how written content can drive business results. You’ll work through laying out your writing to hand off to other digital team members.
Search Engine Optimization (SEO)
You’ll be introduced to a range of specialist tools that will allow you to apply on-site and off-site optimization techniques, keyword research practices, and link-building tactics.
Landing Page Design
Apply your Foundations knowledge to a practical project that will test your ability to identify your user and their journey, and create a landing page that will guide them through a marketing funnel. You’ll work with a small team to build your solution, as well as give feedback to other teams.
Part Two: Inbound Marketing
Social Media Marketing
Not all social networks are created equal. In this module, we’ll take a deep dive into each of the social networks to illustrate why and how you should use them based on the stories you need to share with your audience(s).
Learn the basics of marketing automation and how it will make you an effective marketer by enabling you to reach people in a scalable and personal way. You’ll also take a dive in the technology landscape, see applicable tactics and learn what the future holds for marketing automation.
Design, create, and implement content marketing campaigns. Learn how content can drive results at different stages of the marketing funnel, explore different content types, and create your own content marketing campaign.
Part Three: Paid Marketing
Marketing with Facebook Ads
Learn how to harness the power of Facebook advertisements for your clients, business, and/or workplace. In this module you will tackle account setup, audience building, effective targeting, as well as campaign creation, management, and analysis.
Learn to identify people with influence in your market that can lead to increased brand visibility and potential buyers, and the strategies that go into connecting with these individuals. Also, learn the best tools & benchmarks for analyzing potential influencers and the commonly used compensation packages that are put in place for influencers of all different markets and sizes.
Part Four: Analytics
Efficiently monitor and optimize your digital marketing strategy while earning your Google Analytics Certification. Develop an understanding of key analytics platforms and metrics that can help you to measure its effectiveness.
Part Five: Practical Application
Combine the skills and concepts you’ve learned through this program and put them toward a proposal for a strategic marketing plan. A written proposal, as well as a presentation to your peers, will be assessed for a demonstration of your understanding and application of the material. Students will be paired up for the final project.