Digital Marketing

The cornerstone of every targeted marketing plan should be a digital marketing strategy. Students in this course will explore the development, production and implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce tools to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to improve the experience of the consumer. New trends, as well as key opportunities for innovation, will...

Content marketing is defined as the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Well-developed content is the heart of a successful marketing campaign. In this course, students will learn to: Create content for a variety of industries and platforms Plan and create content for high-impact campaigns Create compelling communication with current and prospective customers Ensure that content aligns with the...

Audiences are spending more of their time online and in response, marketers are spending more of their resources there. With a seemingly limitless sea of options as to where to be present online, how do we decide where to start? And once we do, how do we know what’s working? This course will take students through navigating the digital landscape and how to utilize data to guide this journey. Students will develop an understanding of what marketing channels contribute to a cohesive online presence, exploring areas such as organic and paid search, social media, and email marketing. Students...

Paid Search is also known as Pay-Per-Click (PPC) or Search Engine Marketing (SEM). This is a keyword, image, or even a video-based digital advertising discipline that is one of the hallmarks of a well thought out Digital Marketing Strategy. PPC is one of the fastest ways to increase your online visibility and deliver trackable tangible results. This course teaches the fundamental strategies needed to start PPC campaigns from scratch. Students will also learn the skills needed to make PPC campaigns more profitable and more efficient, effectively increasing the number of leads or sales...

In our current information age, Search Engine Optimization (SEO) is a method of marketing used by companies world-wide and is one of the most successful and cost-effective ways of obtaining business through a website property. Visibility in search engines can lead to better brand awareness and increased sales. Learn how to optimize your website for better positioning through search engines including Google, Yahoo, and Bing. This course covers the basics of how a website is structured, how search engines work, what they are looking for, choosing competitive keywords, writing content for your...

This advanced course explores the tools and approaches used to measure and evaluate the effectiveness of SEO efforts; this includes how to track rankings, conduct keyword searches, track growth, build reports, monitor backlinks, perform technical SEO audits, and optimize SEO campaigns. Students will learn where and how to compile and visualize data from various sources to accurately identify opportunities for growth. Learn how to analyze and report on data related to rankings, referrals, and links, to implement effective strategies. Learning Objectives: Know how to perform initial site...

The marketing world is rapidly changing, and so are the methods being used to reach out to and interact with customers. While traditional print media remains relevant, media channels such as Twitter, Facebook, and Instagram have become critical components of a successful marketing campaign. Examine interactive marketing opportunities beyond websites, including blogs, vlogs (video blogs), forums, e-mail campaigns, social networking, communities, podcasts, mobile computing, and even virtual reality. In addition, study the implications of social media marketing on customer loyalty and...

Behavioral economics is the science of how and why people make the decisions they do. It’s the study of what truly motivates us – in the choices we make as consumers to the biases that affect our behaviors and habits. Today, more and more companies and organizations, from Google and Facebook to The World Bank, are leveraging insights from behavioral economics to help solve their business challenges. In this course, students will learn how to apply insights from psychology and behavioral economics in the business environment. Participants will learn to create compelling value propositions,...

Throughout history, influential people have driven pop culture and impacted individual perceptions and behaviors from politics and religion to business and personal choices. Influence is now "democratized" because social and digital media have allowed anyone–not just authority figures–to exercise it. Today's influencers can include experts in their field (scientists, academics, etc.), social media stars, and even individuals or groups who are "anonymous." Modern marketing often turns these influencers into a crucial part or centerpiece of their campaigns in order to break the noise and...

Explore the excitement and challenges of marketing your product outside of the U.S by analyzing cases featuring well-known companies and products. This course examines the global marketing environment’s legal, regulatory, political, cultural, and managerial issues; strategies for market entry and expansion; market research tools and obstacles; targeting and segmenting of markets; distribution channels and local selling; price setting; promotion through integrated communications and advertising; and negotiations. Everyone involved in the international marketing of a product or planning to...

Receive hands-on, practical experience in integrated marketing communications and explore the building blocks of effective marketing programs. This course will also showcase how to incorporate the tools you learn into your career and organization by learning best practices from current case stories while networking with classmates representing a variety of professional disciplines. Marketing career options will also be discussed. Gain experience in a variety of industry sectors, and have the opportunity to develop the primary elements of a marketing plan for the company of your choice....