Course

Objective:

Learning Outcomes:

• Explain the major components of a digital marketing strategy, owned, earned and paid media, and how they function within the broader context of a marketing campaign
• Create and manage online display advertising, understand the role of intermediaries between advertisers and publishers, know the different forms of advertising payment (CPM, CPC, CPA), and be able to differentiate and use the various forms of targeting
• Develop a digital content, earned media and social media strategy that amplifies your digital campaign advertising message
• Use marketing and web analytics, and social media tools to interpret consumer behavior, optimize digital advertising campaigns, and measure digital marketing effectiveness
• Analyze, plan and create a comprehensive digital marketing campaign
• Identify digital tactics to accomplish various business goals and objectives for both B2B and B2C organizations using owned media, search engine marketing, paid advertising, email and SMS, digital content, social media and mobile marketing
• Find and understand Google analytics digital marketing features and functions: traffic volume measurement, traffic source tracking, site content measurement, and URL builder campaign tracker

General Topics: