Digital Marketing

In this week, participants will meet the professor and become familiarized with the main objectives of the program, the program structure, and the assignments they will be working on during the rest of the program. A welcome networking session will be hosted, giving participants the opportunity to forge meaningful connections with their peers.

We begin this week by laying the foundations of Digital Marketing, including a focus on customer-centricity. Answers to critical questions are presented: How do you define a digital marketing strategy? How important is market research in defining the strategy? Once you have a strategy, how do you go about making a digital marketing plan?

During week two of the program, a live session with the program Learning Facilitator will be hosted, an opportunity to connect with an industry expert who will be guiding you through your learning journey. 

In this week’s content, we will explore the role that content marketing plays in a digital marketing strategy and explore how SEO, email marketing, and social media fit into a marketing strategy. Concepts covered include the foundations of SEO, keyword research, web design, and corporate blogs, etc. We will delve into the details of email marketing and automation workflows in order to reach our target audience. Finally, the world of social media will be explored. How do social media marketing plans differ from other channels? We will discover the ins and outs of influencer marketing, and engage with different multimedia simulations. 

During week three of the program, an interactive live session with the program faculty will be hosted, giving participants the opportunity to engage directly with the creator of the program, dive deeper into concepts seen in the learning materials, and discuss practical applications. 

In the final week of the program, we will dive into paid media and learn how to implement and measure your marketing investment by setting up KPIs and analytics. First, an overview of online, search engine, and social media advertising is presented. Then, we will explore analytics tools and how to measure the success of digital marketing plans. Finally, conversion rate optimization and marketing automation are discussed, with special attention to growth hacking and marketing technologies. 

At the end of week four, participants are given the opportunity to continue networking in a live session, discussing key takeaways from the program and looking forward collectively to how they will implement these takeaways in their individual business contexts. 

GRADED ASSESSMENT – FINAL ASSIGNMENT GRADED BY LEARNING FACILITATOR.