Digital Marketing Essentials

This 126-hour training program provides a foundation of the knowledge and skills related to digital marketing through a balance of both theory and hands-on experience with industry-standard tools for businesses to maintain competitiveness and relevancy in the evolving online marketplace.

Topics include an introduction to key digital marketing concepts, goal and strategy development, identifying your ideal customer and designing their purchasing journey, online advertising and measuring marketing performance. Students will apply their knowledge in the creation of an actionable digital marketing plan and identify when to start to use external marketing agencies.

PROGRAM OUTCOMES

  • Create an actionable and scalable digital marketing plan to achieve a marketing objective that aligns with the goals of the business.
  • Describe what it takes to build a digital presence using defined goals and strategies.
  • Understand the differences of traditional marketing and digital marketing.
  • Utilize the vocabulary of digital marketing to describe concepts and techniques.
  • Learn to analyze your audience and create an ideal customer profile.
  • Build a customer journey map and assess digital customer touchpoints.
  • Assess the competitive landscape from a digital perspective.
  • Understand the issues such as data privacy and ethics that need to be considered in digital marketing practices.
  • Identify when it is time to hire an outside agency to aid in digital marketing