10104169Digital Marketing
Course Information
Description
This introductory course is designed to acquaint students with the basic foundations of digital marketing as part of the marketing communication. Emphasis is given to On-site and Off-site search engine optimization (SEO), paid search marketing, display advertising, simple analytics, Google Reports, and email marketing strategy with content development. The Google Analytics Basic Certification is required for course completion.
Total Credits
3
Course Competencies
  1. Explore website performance within a digital marketing framework
    Assessment Strategies
    Quiz, discussion board posting, Dimension assignment
    Criteria
    Summarize how digital marketers can improve website performance
    Analyze a website using the 3 dimensions (traffic, conversions, revenue)
    Differentiate between direct, paid, referral, and search traffic
    Identify factors that lead to positive revenue performance
    Recommend 5 suggestions to improve performance for assigned website

  2. Examine the fundamentals of inbound and outbound marketing
    Assessment Strategies
    Discussion board posting, HubSpot Video Series Project, Quiz
    Criteria
    Analyze proven principles of inbound marketing
    Determine the differences between inbound and outbound marketing
    Analyze benchmark digital marketing strategies for various sectors of business
    Explain the opportunities to impact a buyer’s journey on the web
    Summarize content differences throughout the buyer’s journey
    Summarize the marketing goals of inbound/outbound marketing

  3. Prepare a Landing Page Analysis
    Assessment Strategies
    Discussion board survey, Quiz
    Criteria
    Landing Page analysis follows marketing template
    Landing Page analysis contains 5 common landing page types
    Landing Page analysis identifies a minimum of 10 Elements of Trust
    Landing Page analysis is clearly organized and uses clickable links

  4. Explore Google Analytics
    Assessment Strategies
    Expert session video, Google Analytics case reports, expert session quiz
    Criteria
    Explain the 10 most common types of GA reports and how they are used
    Identify relevant information from GA reports for decision making
    Summarize key ideas from Expert Session on Google Analytics
    Complete a conversion rate funnel using data from web and Google reports

  5. Complete the Google Analytics Academy
    Assessment Strategies
    Online Project
    Criteria
    Complete the 5-hour Google Analytics Academy for Beginners with a passing grade of 70%
    Submit proof of certification from Google Analytics Academy

  6. Explore search engine optimization strategies (SEO)
    Assessment Strategies
    Written product - discussion questions, organic search activity, case study
    Criteria
    Explain why SEO is important to marketers
    Explain the difference between on-site vs. off-site SEO
    Define organic search and the idea of relevant content
    Visit 3 different keyword planning sites
    Investigate copywriting techniques to increase click-through rate
    Explore fixed-placement and pay-for placement
    Investigate web analytics as they relate to SEO
    Use the “Answer the Public” site to find relevant keywords for an assigned client
    Recommend content marketing opportunities for assigned case study

  7. Examine the fundamentals of email marketing
    Assessment Strategies
    Email project with Mail Chimp Program
    Criteria
    Explain the importance of email marketing for reaching client goals
    Complete the Mail Chimp tutorial
    Investigate popular Email programs and analytic dashboards
    Describe how a marketer builds an e-list from various platforms
    Explain the function of auto-respond as it relates to target segmentation
    Create and send Email for assigned client following the Mail Chimp template

  8. Explore Remarketing strategies
    Assessment Strategies
    AB Testing activity/project, Quiz
    Criteria
    Explain how Remarketing works to improve results
    Investigate ROI tracking tips
    Describe how SEO and Remarketing work together for your website
    Create an example of Remarketing in the Discussion Board
    Analyze elements of AB Testing that include CTA, Price, Color, Quotes
    Implement AB Testing for Retargeting Banners

  9. Create recommendations for a Digital Marketing Campaign
    Assessment Strategies
    Digital marketing campaign case study
    Criteria
    Create relevant content suggestions to improve organic search
    Create recommendations on content calendar
    Create recommendations to increase traffic to your site
    Determine budget increase or decrease of SEO Channel
    Provide PPC (pay per click) information within your plan
    Provide site recommendations based on personas
    Analyze email data
    Analyze dashboard analytics to make action plan recommendations