This course covers the fundamentals of digital marketing, including the what, why, where, when, and how of marketing your business to the appropriate audience.
Overview
Syllabus
- Introduction to Digital Marketing Framework
- We provide a framework to help you make the right decisions in a digital marketing environment.
- Your Business Value
- The journey begins with understanding the “what” you are marketing. Learn how to articulate a business model in a concise targeted way.
- Your Customer
- Get to know this customer through empathy maps and hone in on your target by developing a user persona. Learn the different stages of the customer journey.
- Marketing Channels
- There are many different ways to reach your customer at different stages in their journey, with an increasing number of marketing channels from which to choose.
- Marketing Objectives and Performance
- Setting marketing objectives and measuring your progress toward them with Key Performance Indicators is a crucial step of the planning process.
- Plan Your Content
- A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content.
- Working in Digital Marketing Roles
- We describe what it’s like to be a Digital Marketer and what skills recruiters look for in the recruiting process.
- Get Ready to Market
- You will consult for Magnolia Coffee Company, articulate the marketing objective, develop a target persona, and create a marketing plan for the company.
Taught by
Dawn Raquel Jensen, Anke Audenaert and Daniel Kob
