Business & Customer Strategy

• Define the core components of a business (value proposition, business model, customer).
• Explain your business model and write an elevator pitch.
• Define Digital Marketing, explore its evolution and the current landscape.
• Define segments and the role segmentation plays in marketing.
• Define your audience and build a target persona with a customer empathy map.

Data-Driven Marketing

• Identify how data is used to map marketing back to channels and the consumer journey.
• Discuss the role of data, metrics, and KPIs in digital marketing.
• Explain the process of launch, collect, review, change.
• Practice setting marketing objectives and determining KPIs for those objectives.
• Discuss key metrics like ROI, CAC, and LTV.

Digital Marketing Strategy & Channels

• Describe the landscape of channels today and how channels are used.
• Differentiate between between broadcast, direct, and social channels.
• Identify the relevance and role of various channels for your business and
customers.
• Define channels that you will use in campaigns, and where your approach is paid,
earned, or owned.
• Explain how to use channels to market to the right customers at the right time.

SEO

• Review SEO and its role in marketing.
• Identify keywords for your business and their use for growth.
• Develop an SEO strategy.
• Learn how to improve page rankings for relevant terms.
• Use keyword tools for research and write SEO tactics for your web content.
• Compare results from different SEO tactics and approaches.

Paid Search, Adwords, & SEM

• Perform keyword research analyzing search volume and competition.
• Apply keyword and search intent targeting to your business.
• Define click bidding and bid management, budgeting.
• Create your own AdWords campaigns.
• Evaluate results and optimize AdWords.
• Review key metrics and KPIs for SEM.

Paid Social

• Outline the process for running a social ad campaign.
• Create and manage a social ad campaign for Facebook, Twitter, and/or Instagram.
• Identify the data that is available from social media platforms and how it can be used.
• Create and distribute UTM-coded links.
• Interpret metrics to optimize paid social strategies across platforms.
• Select appropriate social media platforms for a brand and specific campaigns.
• Structure smaller tests to influence a larger campaign's direction.

Content Strategy

• Outline the process for developing content campaigns.
• Create a content plan with key messaging, content mapping, distribution and measurement.
• Develop a Native Advertising strategy to increase targeted reach of your content.
• Assess which content marketing tactics meet specific marketing and business goals.
• Determine the key metrics for measuring and optimizing content marketing tactics.

Content Marketing & Social Media

• Distinguish best uses and approaches to the primary social platforms.
• Select appropriate influencers for your project and determine your influencer outreach strategy.
• Curate and modify digital content across your social channels.
• Determine the role of community management in social media marketing.
• Identify metrics and KPIs for measuring impact of social media.

Landing Pages, UX, & Lead Gen

• Review best practices of digital marketing UX.
• Explore how on-site marketing works and the ways to optimize those efforts.
• Evaluate the design, functionality, and effectiveness of landing pages.
• Develop landing pages and forms for your business.

A/B Testing & Marketing Optimization

• Utilize best practices for conducting A/B tests across channels.
• Consider various reporting techniques to communicate results.
• Develop optimization strategies to meet overall marketing goals.
• Describe potential outcomes, benefits, and risks when employing A/B testing and experiments.
• Set up and apply A/B tests to your business.
• Use Optimizely to explore and implement a test.
• Discuss Conversion Rate Optimization.

CRM & Email Marketing

• Plan and prepare lifecycle marketing strategies.
• Map content and channels (like email) to your customer's lifecycle.
• Plan, execute, and measure email marketing campaigns.
• Gain basic familiarity with common tools of the trade.

Retargeting, Referrals, & Winbacks

• Define retargeting and understand the mechanics of the tactic.
• Identify the approaches to increasing referrals and apply to your business.
• Explore key winback tactics, when to use them, and how to measure effectiveness. Identify the most relevant retention and referral metrics and KPIs.
• Design a referral campaign or program.

Metrics, Sources, & KPIs Revisited

• Identify and use valid statistical techniques when performing analysis.
• Setup and apply the basics of Google Analytics, including core concepts like Goal Tracking, and micro and macro conversions.
• Describe statistical techniques and common equations used to measure performance.
• Describe and compare strengths and weaknesses of attribution models (last click, time decay, multichannel).
• Create and use a cohort report.

Google Analytics Deep Dive

• Use Google Analytics to access, manipulate, and report data.
• Use Google Analytics to find insights.
• Explore features and uses of Google Analytics - audience, behavior, conversions, attribution, reporting, funnel analysis.

Facebook Deep Dive

• Create and execute Facebook advertising campaign.
• Explore Power Editor and its uses.
• Discover the targeting capabilities and features available to Facebook advertisers.
• Use Facebook analytics to review, understand, report data.
• Optimize Facebook ad campaigns with data.

Display, Programmatic, & Retargeting

• Identify digital ad formats, features, capabilities, and opportunities for use and measurement.
• Explain programmatic ad buying and other developing technologies.
• Review cases and examples of display campaigns and discuss display's role in retargeting.
• Explain how to use segmentation to target ads in display and retargeting.
• Summarize difference between targeting audiences by attributes and behavior rather than publisher.
• Develop a display strategy for your business.

Mobile Marketing Deep Dive

• Map the customer decision journey for mobile web vs mobile app.
• Breakdown the mobile audience demographically and based on device usage.
• Discuss paid advertisements in mobile as they tie to channels already covered.
• Explain attribution challenges in mobile.

Storytelling & Persuasion Marketing

• Define the key elements of storytelling and useful storytelling models.
• Discuss storytelling examples as they pertain to marketing.
• Practice copywriting techniques.
• Apply storytelling and pitch techniques to your presentation.

Campaign Planning & Budgeting

• Identify tactics for planning and controlling marketing spend.
• Practice planning and budgeting in accordance with the needed outcome.
• Define the typical expenses of common channels and tactics.
• Articulate a plan and budget for your project and defend your decisions.

Presentation Day 1

• Effectively communicate your marketing plan in your final project presentation.
• Critique and provide feedback for classmates.

Presentation Day 2 & Next Steps

• Effectively communicate your marketing plan in your final project presentation.
• Critique and provide feedback for classmates.
• Identify next steps for continued learning.