Digital Marketing

Digital Marketing – Description

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BrainStation’s Digital Marketing course is tailored to beginners who want to learn how to stand out digitally, whether it be for their business or personal brand. This part-time course breaks down digital marketing into four components, with each section led by an industry expert: Branding & Strategy, Community & Social Media, E-Mail Marketing, and SEO, SEM, & Analytics.

Students will be given a project to apply each lesson’s key learnings, thereby giving them the opportunity to build out a comprehensive Digital Marketing Plan to showcase their newfound skills.

The course is hands-on and focuses on active learning, whether it be through case study or team project work. By the end of the course, students will have a solid understanding of the core fundamentals of building Digital Marketing Campaigns. Students will go from performing a SWOT analysis to building a social media content calendar to learning how to make SEO analysis’ and recommendations.

Digital Marketing

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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