courseraБизнес

Digital Marketing

Курс от Illinois Tech

Продвинутый≈ 64.9 чАнглийский

О курсе

The course examines digital marketing strategy, implementation and executional considerations for BtoB and BtoC brands and provides a detailed understanding of all digital channels and platforms. Participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. Using a variety of practical tools and techniques in practical exercises and projects, students will understand using digital channels to achieve their marketing goals. Students will gain practical experience in usage of channels such as Search – SEO and SEA, Optimization and Marketing Display – Banners, Video and Beyond, Advanced topics Email – Design and Deployment Social – Networks, Media, and Content - Inbound Marketing Mobile and Emerging – Mobile Web, Apps and Ecosystems, Gaming, and beyond. By the end of the course, students will be able to: - Web Design – Leverage multiple web design frameworks for improving conversion rates on a website of any kind. Apply these design frameworks to identify areas for website improvement and to design a well-designed website from scratch. - Web Analytics – Identify the appropriate KPIs for any type of website. Make appropriate recommendations to an eCommerce website based on the conversion funnel. Understand the pitfalls surrounding attribution analysis and make recommendations to identify the highest ROI digital marketing channels. - Search Engine Optimization – Improve organic search rankings bu performing search engine optimization on a website. - Search Engine Marketing – Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates. - Online Advertising – Create an online display ad campaign and measures its ROAS (return on ad spend). - Email Marketing – Implement best practices in marketing to a database of current and potential customers via email. - Social media – Utilize knowledge of social media tactics to design an effective social media campaign.

Программа курса

9 модулей · 135 учебных материалов

01Module 1: Digital Marketing Foundations19 материалов

Course Welcome

Course OverviewВидео Instructor IntroductionВидео SyllabusЧтение Meet and Greet DiscussionОбсуждение

Module 1 Introduction

Учитесь у экспертов

Ketan Patel

Faculty

Digital Marketing

О курсе

Навыки, которые вы освоите

Программа курса

Course Welcome

Module 1 Introduction

Учитесь у экспертов

Ketan Patel

Lesson 1: Introduction to Digital Marketing

Lesson 2: Elements of Digital Marketing

Lesson 3: Evolution of Digital Marketing

Module 1 Summative Assessment

Module 1 Summary

Module 2 Introduction

Lesson 1: Principles of Effective Web Design

Lesson 2: Importance of Landing Pages

Lesson 3: Mobile Optimization and Responsive Design

Module 2 Summative Assessment

Module 2 Summary

Module 3 Introduction

Lesson 1: Introduction to Web Analytics

Lesson 2: Google Analytics Basics

Lesson 3: Reporting and Analysis Techniques

Module 3 Summative Assessment

Module 3 Summary

Module 4 Introduction

Lesson 1: On-site SEO Techniques

Lesson 2: Off-site SEO Techniques

Lesson 3: Local SEO Strategies

Module 4 Summative Assessment

Module 4 Summary

Module 5 Introduction

Lesson 1: Introduction to Paid Search

Lesson 2: Setting Up PPC Campaigns

Lesson 3: Optimizing PPC Performance

Module 5 Summative Assessment

Module 5 Summary

Module 6 Introduction

Lesson 1: Introduction to Display Advertising

Lesson 2: Targeting Strategies in Display Advertising

Lesson 3: Creating Effective Display Ads

Module 6 Summative Assessment

Module 6 Summary

Module 7 Introduction

Lesson 1: Introduction to Email Marketing

Lesson 2: Creating Engaging Email Campaigns

Lesson 3: Measuring Email Campaign Performance

Module 7 Summative Assessment

Module 7 Summary

Module 8 Introduction

Lesson 1: Introduction to Social Media Marketing

Lesson 2: Creating Effective Social Media Campaigns

Lesson 3: Measuring Social Media Performance

Module 8 Summative Assessment

Module 8 Summary

Summative Course Assessment