Today's rapidly advancing technologies are transforming the business landscape in a way that requires a shift in the marketing paradigm. From newly empowered and super-informed consumers to expanding media channels and networks, firms need to reexamine their business models and proactively seek ways to stay ahead of the competition.
This nine-module certificate program, taught by a team of top industry experts, will present a new business model for push and pull marketing. Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include strategy, social media marketing, search engine marketing, mobile marketing, video marketing, web analytics and measurement, legal and security issues, gamification and multichannel integration.
In this spirit of transformation, we have incorporated cutting-edge digital technology into our teaching approach for this program: supplying all participants with their own Apple® iPad™ and leveraging a proprietary mobile application to deliver the course content.
This program is designed for executives working in marketing, advertising, communications, sales, IT professionals looking to expand into a marketing role, or anyone who is responsible for developing a digital media or social media plan for their organization.
This Mini-MBA certificate program will allow you to evaluate digital marketing strategies and provide a solid grasp of the core concepts and tools of digital marketing management. It includes 9-10 modules that cover all aspects of Internet marketing and social media marketing.
Key topics include:
This first session provides a comprehensive view of Digital Marketing. It starts at the "50,000 ft level" by looking at the trends that are driving the shift of dollars from traditional advertising to digital. It then delves deeper into the changes that are irreversible -- like users searching for and empowered by information online -- and how these changes necessitate changes in the way advertising and marketing are done. Finally many case studies are used to show how various disciplines within digital marketing are interrelated -- from search engine optimization (SEO), search engine marketing (SEM), website analytics, mobile marketing, and social media marketing.
Search Engine Marketing is the lowest cost of marketing and provides the highest results for gaining new visitors and building your business. Learn practical techniques for growing your search engine rankings, managing a paid search ad campaign. In addition, learn how these same techniques can help you build a better website; that increases sales, leads and your business - and then how to measure your success in these efforts!
- Rank for the right keywords
- Measure the right numbers
- Set up a paid search campaign without blowing your budget
- Techniques to make your website memorable
- Increase your conversions in a few easy steps
- Learn which improvements make you more money
With over 5 billion mobile subscriptions across the globe, 10 billion apps downloaded and 7 trillion text messages sent in 2011, mobile’s anytime-anywhere media is outpacing all technologies in history. But today’s executives aren't sure which mobile tools are available to them, where to start in planning their mobile initiatives, and how to best wield mobile to increase their brands’ ROI. In this power-packed, eye-opening session, students will discover the wide-ranging suite of mobile tools, understand why mobile is a marketing imperative and receive a multitude of tips and ideas for mobilizing their own marketing strategies and plans.
- The Business Case for Mobile Integration
- Mobile Tools And Channels
- Optimizing Mobile Content: Content Best Practices for the Mobile Web
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Remove relevant and valuable and that’s the informational garbage you get from companies trying to sell you “stuff.”
- What is content marketing and what makes it different from other marketing?
- Why do you need a documented content strategy and someone who oversees it?
- When should marketers use various social media to distribute content?
- How do you create valuable content that can change hearts, minds, and actions?
- Where can you find a few relevant web, image, news, and YouTube search terms?
- Who are some of the most effective and least effective content marketers?
Web Analytics and ROI might not be the sexiest topic in digital marketing but, for those who understand and master its principles, it establishes credibility, commands respect and is empowering. This module draws from all the others and demystifies web analytics because as Peter Drucker said: "If you can't measure it, you can't manage it." You will learn the 6 steps to Demystifying Analytics, the 10%/90% Rule and the 26 Key Measurements to mastering Web Analytics and ROI. You will also participate in "hands-on" activities and workshops where you get to construct Key Performance Indicators (KPI's) for your business or next endeavor. You'll leave with skills you didn't know you had before came to class.
This module will explore the concepts of privacy, security and crisis management as they relate to the field of digital marketing. Participants will explore the general concepts of online security and privacy and applicable laws and contracts. Participants will also learn how to prepare for and respond to a social media crisis. Through case studies and real world examples, Participants will examine how leading firms are addressing these issues through policies and practices. Participants will also work in teams to brainstorm future issues that may arise from new and emerging technologies, such as location based marketing, mobile technologies, and tracking software.
From Facebook to LinkedIn to Twitter and YouTube, firms and individuals are embracing social media platforms at an ever increasing pace. This module addresses the many issues surrounding this new phenomena, and provides a high-level overview to help individuals and firms navigate social media to gain a competitive edge.
- What are the best social media strategies and tactics to employ?
- Should every company be on the social web, and how do you decide?
- What is the special importance of blogging? Should your company blog?
- What are new sources of power and influence on the social web?
- What are the special organizational considerations for implementation and integration?
Gamification is changing the way organizations of all sizes attract, retain, engage and monetize their customer base. Bringing together the best concepts from games, loyalty programs and behavioral economics, gamification is the art and science of designing for engagement. From the ground up, it’s a process-oriented discipline that helps cut through the noise, capture consumer attention, and sustain it over the long-term -- and something every marketer must understand. Join author, expert and designer Gabe Zichermann for this foundational module that looks at the basics of gamification: what it is, how it works, its core principles, and how to apply the core elements of “game thinking” to your digital marketing programs.
- How and why gamification works (and doesn’t sometimes)
- Core mechanics of gamified design
- Key examples and patterns
Marketers pursuing online customer acquisition strategies try to get online prospects to complete a desired action relevant to their business. This "desired action" might look like an online purchase, online investigation that leads to an offline purchase, completion of a lead form, or even an email newsletter registration -- any conversion or micro-conversion that gets a customer more deeply engaged with a marketer's product or service.
- eCommerce and digital-influenced sales strategies
- The evolution of "multi-channel retailing" to "omnichannel retailing"
- Importance of mobile and social media in online customer acquisition
- Popular online marketing tactics throughout the online sales funnel
- Direct response marketing tactics
- Ways to measure online and cross-channel conversions
- The future of online customer acquisition
Digital marketing is different from traditional offline marketing, but it’s still marketing. And any marketing program benefits from having all of its parts working together as a whole. Rather than implementing search, social media, mobile, and every other digital marketing tactic individually, what you really need to know is how to integrate them into a single digital marketing program that builds on each success.