Master Digital Marketing
Course Summary:

With the rapid shift of advertising dollars away from traditional media to online platforms, it is becoming increasingly important for marketing graduates to be well-versed in digital marketing & analytics fundamentals.

This Digital Marketing Training Program provides a detailed understanding about Digital Marketing concepts, strategies and implementation, including planning a website, website promotion, email and Search Engine Optimization (SEO) campaigns, Pay Per Click (PPC) campaigns and integrating digital marketing with traditional marketing.

This course has been designed for those who want to understand the key elements of building an effective digital marketing campaign. Covering best practice and using case studies throughout, the session offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout, enabling delegates to leave with solid hands-on knowledge that they can implement immediately upon return to the office.

Course Objectives:

  • Create and/or improve a strategy for measuring and improving digital media effectiveness
  • Review current approaches and identify areas for improving performance
  • Search Engine Optimization (SEO)
  • Pay Per Click (PPC) Advertising including Google AdWords, LinkedIn Ads, Facebook and Instagram Ads
  • Social media marketing tips and tools for Facebook, Twitter, Instagram, Blogging, etc.
  • Online advertising including ad networks and behavioral targeting
  • Optimizing website and blog content and copy
  • Digital Marketing Strategy and Planning

Course Outline

Design Thinking for a Digital World
Our foundation for everything online is seeing all our brand touchpoints through our users’ eyes. We’ll rely on the power of design thinking and using a user-centric focus to drive successful online marketing strategies and campaigns. Students will learn how to interview users across various age groups and identify their online habits and preferences in-depth to design the right digital experiences. Next, we’ll prototype these in a low-fi way using wireframes and user journey mapping.

Search Engine Optimization (SEO)
Arguably the toughest part of the course, the basics of Search Engine Optimization (SEO) covers long-tail keyword research methods, on-page SEO for a focus keyword, inbound link building, and identifying influential sites based on Domain Authority to support online PR efforts. You’ll do this for your own WordPress site using the Yoast SEO plugin for on-page SEO.

Social Media
Next, we’ll build out a social media strategy and campaign against a target market’s preferred outlets and measure engagement for Conversation, Amplification, and Applause. After all, are Facebook Likes really that important for a brand? You’ll see why social is a critical part but not the only tool in the modern marketer’s arsenal.

Online Advertising
We’ll scratch the surface for basic fluency in online paid platforms like Google AdWords and Facebook Ads to map out target markets, acquisition costs, and retargeting campaigns. Here’s where we’ll crack open a spreadsheet, evaluate our margins, and compare cost-per-click to basic metrics like customer lifetime value (CLV) and Average Order Price (AOV) to see if paid ads make sense for customer acquisition.

Web Analytics
The unifying framework behind all this will be basic web analytics using the Google Analytics platform and the demo account for Google’s Merchandise Store. This is an incredible opportunity to work with real data to validate hypotheses in real-time for an e-commerce store. Google Analytics is overwhelming, so we’ll play with this tool early and often. Students are encouraged to also download the mobile app of this tool for daily updates via iOS or Android.

Data Visualization
Finally, we’ll move beyond just crunching numbers to data-visualization for crafting custom dashboards that help our key stakeholders see the important numbers and the changes over time. We’ll rely on Google Data Studio to sync various datasets across Google Analytics, MailChimp, Social, or whatever dataset you like to get the right insights using integration services like Zapier. (Bonus points here for providing context around the data and making it actionable)