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Describe the role of digital marketing in a strategic digital marketing framework
Assessment Strategies
Video case study, quiz, written digital buyer persona
Criteria
Explain digital marketing and its importance in marketing strategies
Summarize the major types of digital marketing and how they fit into a marketing strategy
Identify the digital consumer and influences
Explain the components of a digital marketing persona and how they contribute to consumer experience
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Evaluate website performance within a digital marketing framework
Assessment Strategies
Quiz, discussion post, written website assessment
Criteria
Summarize how digital marketers can maximize the value of a brand website
Identify website marketing objectives to align with overall digital marketing goals
Analyze all considerations of website creation and design including site creation, mobile first design, accessibility, privacy, and security
Summarize key website analytics
Evaluate the types of landing pages
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Analyze Search Engine Optimization (SEO) and Generative Engine Optimization (GEO)
Assessment Strategies
Industry certification exam, SEO brand assessment, quiz
Criteria
Define SEO and identify key marketing strategies using SEO tactics
Evaluate key SEO considerations, strategies and tactics and how they impact digital marketing outcomes
Examine best practices in SEO analytics
Assess industry-leading SEO certifications that examines both traditional search and AI-powered answer engines
Demonstrate SEO certification exam achievement
Identify SEO relevant key word practices
Analyze the evolving role AI is playing in SEO
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Analyze Search Engine Marketing
Assessment Strategies
Quiz, written SEM assessment
Criteria
Summarize the value of search engine marketing to a digital marketing strategy
Develop SEM objectives as part of a digital marketing strategy
Discuss the key SEM considerations, strategies, and tactics and multiple levels of campaigns
Discuss development and deployment of successful search engine marketing content strategies
Describe key SEM analytics to measure campaign effectiveness
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Develop a strategic email campaign
Assessment Strategies
Written product, video case study
Criteria
Develop email marketing objectives as part of an overall plan
Evaluate key content principles of email marketing
Summarize email marketing considerations, strategies, and tactics
Apply the fundamentals of email marketing in relationship to strategic marketing plans
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Analyze the role of social media and mobile marketing in digital marketing strategies
Assessment Strategies
Case study, written social media plan, social post, and mobile strategy
Criteria
Describe effective social media marketing objectives to drive effective digital marketing plans
Identify key social media content strategies and tactics
Analyze mobile marketing tactics to drive effective digital marketing plans
Describe mobile marketing tools such as texting, apps, and geo-fencing
Apply marketing analytics and measurement tools for social media and mobile marketing tactics
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Analyze digital brand and consumer trust including the evolving legal and ethical framework of digital marketing
Assessment Strategies
Quiz, written product
Criteria
Analyze digital privacy concerns, transparency, and consumer consent
Evaluate the changing digital marketing legal framework
Evaluate ethical considerations in digital marketing
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Create recommendations for a comprehensive digital marketing campaign
Assessment Strategies
Final marketing plan
Criteria
Plan highlights top-level strategic information in an executive summary
Plan includes digital marketing objectives for the selected client
Analyze a SWOT assessment for the selected client
Create a digital marketing value proposition for the selected client
Plan outlines digital marketing strategies and tactics for the selected client
Plan provides legal recommendations for the selected client
Create an analytics plan for KPIs for the selected client