Digital Marketing

Syllabus

UNIT 1: Introduction to Digital Marketing

• Overview of Digital Marketing
• Traditional vs Digital
• Role of a Digital Marketer
• Industry analysis
• Looking out (competitors, trends)
• Looking in (SWOT)

UNIT 2: Branding / Strategy

• Setting Goals and Objectives (SMART)
• Setting a Roadmap
• Understanding the Digital Funnel
• User Personas
• Building a Channel Plan
• Figuring out the Marketing Mix
• Working Cross-Channel and Cross-Platform

UNIT 3: Google Analytics

• Intro to Google Analytics
• How to install and navigate
• Best Practices/Key Metrics
• How GA helps to define success

UNIT 4: Search Engine Marketing

• Intro to SEM
• SEM best Practices, how it helps Sales
• Preparing final projects

UNIT 5: Search Engine Optimization

• Intro to SEO
• SEO best Practices, how it helps Sales
• How to do an SEO audit (General and Local)
• How to do Keyword research

UNIT 6: Growth Hacking and Communication

• Intro to growth hacking
• Using social to grow your business
• Tactics to increase followers
• Defining your online presence
• Recruiting brand ambassadors

UNIT 7: Social Media Management

• Overview of major platforms and their role in digital marketing
• Defining your audience Facebook, Twitter, LinkedIn, Instagram, Pinterest, Snapchat
• Future platforms
• Content Creation
• Principles of content creation
• Creating a content calendar
• Defining your brand’s voice
• Content used to sell a product vs. build brand personality
• Blogging 101

UNIT 8: Paid Social

• Why should you utilize paid social ads?
• FB + Twitter advertising
• Best practice
• Setting your budget
• Analyzing your results

UNIT 9: E-Mail Marketing

• Intro to e-mail marketing
• Best practices
• CASL compliance
• Types of campaigns
• Email marketing platforms
• Measuring success

UNIT 10: Next Steps and Presentations

• Working with a Digital Team
• Perfecting the Pitch
• Building a Portfolio
• Next Steps