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Digital Marketing Program

Creating a successful digital strategy involves key elements. Use the Blue Ocean Strategy to find areas with little competition. Set SMART goals that are specific, measurable, attainable, relevant, and time bound. Identify primary, secondary, and tertiary audiences to tailor your approach effectively, align your message with your audience, and choose the best platform for your goals.

• Explore areas with little or no competition.
• Ensure goals are specific, measurable, attainable, relevant, and time bound.
• Target the right audience, align your message, and choose the appropriate platform.

Discover how Customer Experience (CX) drives impactful digital marketing by aligning product marketing with customer experiences for better retention and revenue growth. Learn the pillars of CX by understanding how Customer Satisfaction Score (CSAT) and effective marketing tactics foster brand loyalty. Define your Ideal Customer Profile (ICP) to meet customers where they are. Explore account-based marketing to engage customers and use insights for targeted demand generation. Use an empathetic, insightful approach to maximize your efforts.

• Learn how Customer Satisfaction Score (CSAT) and effective marketing tactics create brand loyalty.
• Define your Ideal Customer Profile (ICP) to meet customers where they are.
• Engage customers with account-based marketing and use insights for targeted demand generation.

Learn the fundamentals of marketing automation and how it can enhance customer relationships through digital interactions. Identify your business needs by examining marketing automation technology and benefits to see how it fits your organization. Use marketing automation for lead generation and to guide customers through your marketing funnel to conversions. Leverage data to inform marketing decisions and adopt best practices for content design and workflow automation to ensure positive customer experiences.

• Examine marketing automation technology and benefits to fit your business needs.
• Use marketing automation for lead generation and guiding customers to conversions.
• Leverage data, best practices for content design, and workflow automation.

Examine the crucial elements for developing content marketing campaigns that build reputation and engage customers. Learn to define your audience and their needs at different stages of the buying process. Discover the benefits of creating a campaign brief before launching. Use content marketing to tell your brand story across owned, earned, and paid channels. Review top tips and resources for inspiring content and align measurement techniques with the marketing funnel to track success over time.

• Define your audience and their needs at different buying stages.
• Create a campaign brief and tell your brand story across channels.
• Use top tips and measurement techniques to track campaign success.

Gain strategies and best practices to boost brand, product, and service awareness through organic social media. Understand the importance of defining brand personas to know your audience. Discover the current reach and popularity of social media platforms. Learn the best types of content and recommended posting frequency. Uncover new ways to communicate with your audience and effectively use visuals like graphics, video, and live streaming. Measure the effectiveness of your posts using organic social media analytics, KPIs, and ROI.

• Define brand personas to know your audience.
• Discover popular social media platforms and optimal content/posting frequency.
• Use visuals and measure post effectiveness with analytics and KPIs.

Understand the concept of paid search before investing, and explore how to implement and measure paid search strategies. Discover why investing in paid search can drive leads and sales, and review the structure of Google search pages. Learn the requirements for launching a campaign and how keyword intent and match types affect success. Create compelling ads with strong calls-to-action and understand the impact of Google Quality Score. Learn effective landing page layouts and discover how tracking and optimizing performance can improve results.

• Drive leads and sales by investing in paid search and reviewing Google search page structure.
• Launch campaigns with effective keywords, ads, and calls-to-action.
• Optimize landing pages and track performance to improve results.

Learn how to align data and analytics with business objectives and outcomes. Dispel myths around analytics and focus on essential data foundations. Uncover how to interpret data meaningfully for decision-makers and turn KPIs into actionable, trackable steps. Understand the differences between first, last, and linear attribution, and analyze the impact of multiple touchpoints on web conversions. Examine how raw data overlooks human behavior and how to link behavioral influences to online actions.

• Dispel myths and focus on essential data foundations.
• Interpret data meaningfully and turn KPIs into actionable steps.
• Understand attribution and link behavioral influences to online actions.

Gain practical ways to bridge gaps between marketing and other functional areas to impact digital transformation and benefit the organization. Understand the importance of thorough planning before launching platforms or initiatives to ensure buy-in. Uncover the necessity of building specifications before creating requests for proposals to gather competitive and thorough quotes. Learn why establishing processes is critical for digital transformation and its long-term effects. Discover how building collaborative relationships supports the success of digital strategies across functional areas.

• Thorough planning ensures buy-in before launching initiatives.
• Build specifications to gather competitive quotes effectively.
• Establish processes and collaborate across functional areas for digital success.

Drive your organization’s digital transformation with your Digital Marketing Strategic Plan. Throughout the program, you’ll work on your capstone project and build your Professional Digital Marketing Portfolio to showcase your skills and ways to incorporate your vision, goals, and innovative programs to boost organizational success.