Module 1: Introduction to the Digital Marketing Landscape
In this module, you will learn about technological innovations in digital marketing, the impact of digital media on everyday life, its importance for advertisers, and key marketing career responsibilities.

Module 2: Digital Marketing Fundamentals
Learn to analyze a recent purchase using the marketing funnel, develop a customer acquisition funnel, create buyer personas, and identify the elements of a SMART goal.

Module 3: A Framework for Marketing in the Digital World
Learn to analyze customer engagement on social media, select engagement types for different product stages, calculate return on engagement, and understand the application of agile marketing across industries.

Module 4: Understanding Customers and Generating Insights
Study inductive and deductive learning for marketing challenges, leveraging technology to enhance customer experience, and using social listening tools to gain customer insights.

Module 5: Customer Segmentation and Behavioral Marketing
Understand market segmentation variables, how to identify optimal target segments, and the influence of qualitative personas and data on targeting and segmentation.

Module 6: Content Marketing
Learn to analyze marketing strategy effectiveness, identify pain points, develop social media ad strategies, and apply a content creation framework for effective digital marketing content.

Module 7: Search Engine Optimization
Analyze keyword data for SEO strategy, conduct page analysis using SEO tools for title tags, and interpret analytics reports to measure and identify opportunities for SEO strategies.

Module 8: Paid Search
Understand the role of search ads and their strategic use in marketing, creating ad campaigns for paid search, and evaluating the effectiveness of an organization’s paid search marketing strategy.

Module 9: The Customer Journey and Content Strategy
Learn to create customer journey maps, use the Eliminate-Reduce-Raise-Create (ERRC) grid for differentiation, improve content hubs, and identify areas for successful customer experience innovation.

Module 10: Brand Storytelling in a Digital World
Learn to evaluate brand storytelling, its effectiveness in relation to brand value proposition and call to action, and how to assess transmedia storytelling’s effectiveness in communicating a brand story.

Module 11: Email Marketing
Understand the best practices of email marketing design, international spam regulations, and important email marketing metrics for lead generation.

Module 12: Social Media Marketing (Organic)
Apply the Four Ps to a social media strategy, analyze and improve social media posts, and develop effective social media strategies for organizations.

Module 13: Social Media Marketing (Paid)
Learn how you can justify the use of paid social vs. paid search advertising, examine behavioral data for targeting, develop a Facebook Ads strategy, and analyze key performance indicators for measuring social media advertising campaign success.

Module 14: Other Digital Channels
Identify and select digital channels, social platforms, and influencers for reaching target personas, pitch a referral program, and justify your selections.

Module 15: Designing and Executing Digital Marketing
Learn about the components of a successful digital marketing campaign and how to evaluate marketing automation software for coordinating, managing, and measuring campaigns.

Module 16: Conversion Rate Optimization
Gauge the factors that positively affect conversion rates, improve those rates using page speed tests, and experiment with data visualization tools for optimization opportunities.

Module 17: Marketing Attribution, Testing, and Experimentation
Learn to evaluate campaign results, identify improvement opportunities, and draft a plan for measuring the success of your digital marketing campaigns.

Module 18: Marketing Automation and AI in Marketing
Learn about digital marketing automation in modern marketing, including its optimization, underlying workflows, and end-to-end applications for scaling analytics.

Module 19: Capstone Project
Build upon knowledge gained through the earlier exercises, and apply it to a final capstone project that pulls together the wide range of topics the program covers.