Develop a holistic understanding of the role of digital marketing in an organization, including developing a market and user research, and omnichannel experiences. You’ll learn how to build a sales funnel and how to engage with customers at each stage by using journey maps.

How you'll apply what you learn:

Working with a live high-growth company, you’ll help to design an end-to-end marketing strategy for an organization to help them achieve a marketing goal. Your strategy will include a brand strategy, customer journey development, content marketing, social media marketing, and lead generation.

Relevant content is the fuel behind the most effective marketing strategies. Digital ads, social posts, and emails are all created to push content to today’s buyers. Content helps organizations build brand equity and trust with their customers. You’ll learn how to create valuable and relevant content, such as e-books, email sequences, social media posts, and landing pages to increase brand recognition, attract an audience, and build brand awareness and trust.

How you'll apply what you learn:

You will strategically develop specific pieces of content to engage with customers as they move through the marketing funnel, refining your pieces by learning the fundamentals of copywriting. These pieces of content will potentially include blog posts, e-books, emails and landing pages.

Email lists are important assets in any organization. We will expand on the fundamentals of email marketing and learn how to capture, segment, and manage users to plan and execute successful email campaigns using industry platforms. In this segment, we will learn to create landing pages and track key metrics to make data- driven decisions.

How you'll apply what you learn:

With a strategic end goal in mind, you will develop a lead generation or drip campaign to build audience engagement. Then, you’ll use a data-driven approach to evaluate the results of your campaign.

A strong social media presence builds trust and engagement with your audience, all while communicating your brand’s authenticity. - Figure out what platform makes sense for your brand - Tie social to goals and overall campaigns - Understand how social campaigns are performing through data, create reports, and learn to optimize campaigns.

How you'll apply what you learn:

Students will plan and develop a social media campaign using one platform to target a segmented customer. Students are then expected to add posts to their Content Calendar, implement UTM codes, and evaluate content and performance.

Gain hands-on experience integrating your content, email and social media campaigns into a core marketing automation system. You will learn how to develop email campaigns, follow-up with tasks and build reporting using the Keap/Iinfusionsoft platform. Develop high-quality dashboards to track key performance metrics and make data-driven marketing decisions.

How you'll apply what you learn:

Using the Keap/Infustionsoft platform, you will integrate email, social media and ecommerce for a system that drives business results. You will analyze how marketing campaigns are performing and develop a plan to optimize the marketing campaign in an actionable manner.

Dive into the fundamentals of online advertising and explore the role it plays in developing results-oriented marketing strategies. You will learn to create search engine optimized and pay-per-click strategies. You will learn best practices and the strategic and technical requirements behind effective marketing for search engines, including how to create targeted ad campaigns and groups.

How you'll apply what you learn:

You’ll optimize a lead generation campaign. You conduct a SEO audit for your lead generation campaign, including websites and landing pages. You will also develop a comprehensive Google Ads or Facebook Ads campaign, conducting keyword research to write dynamic, attention-grabbing copy. Then you’ll evaluate the results using either Google Analytics or Facebook Analytics software.