Gain real-world experience to run live campaigns as you learn from top experts in the field. Launch your career with a 360-degree understanding of digital marketing.

Necessary preparation

• Students should have basic computer skills and be comfortable navigating online.

For those who want to

• Learn to create marketing content, use social media to amplify your message, make content discoverable in search, run ad campaigns and advertise on Facebook.
• Learn how display and video ads work and how to market with email, and measure and optimize with Google Analytics.

The Program 

1. Marketing Fundamentals.
2. Content Strategy.
3. Social Media Marketing.
4. Social Media Advertising.
5. Search Engine Optimization (SEO).
6. Search Engine Marketing with Google Ads.
7. Display Advertising.
8. Email Marketing.
9. Measure and Optimize with Google Analytics.

What will you learn

• How to apply your knowledge in both B2C and B2B contexts.
• How to plan your content marketing, how to develop content that works well for your target audience, and how to measure its impact.
• More about the main social media platforms, how to manage your social media presence, and how to create effective content for each platform.
• About the opportunities for targeted advertising in social media and how to execute advertising campaigns that resonate with your audience.
• How to optimize your search engine presence through on-site and off-site activities, including how to develop your target keyword list, optimize your website UX and design, and execute a link-building campaign.
• How to create, execute, and optimize an effective ad campaign using Google Ads.
• How display advertising works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google Ads.
• How to create an email marketing strategy, create and execute email campaigns, and measure the results.
• How to use Google Analytics to evaluate your audience, measure the success of your acquisition and engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.