Course Path

This course is available on-demand, which enables you to access course materials and lessons at your convenience and your own pace.

Below, we will briefly overview the overall structure and progression of the course.

Global Context of Digital Marketing

You will have access to statistics, data, and information regarding social media consumption, the impact of digital advertising, time spent online as well as insights about several different platforms. This will help students understand the enormity of the Internet and its opportunities.

Introduction to Digital Marketing

As you are introduced to the world of digital marketing, you will start thinking about how to build a communication strategy and execute an advertising campaign. 

You are going to learn about the impact of digital platforms on society, and how the internet has democratized access to advertising media. You will get to think about business from a digital perspective. 

You will understand how to create clear and attainable objectives to get the best results and how to think about the journey that a customer must take to purchase a product or service.

Audience

It is important for a marketing strategy to get to know its potential customers, what they are like, what they consume, and what they do daily.

You will learn how to create a buyer persona — a clear profile for audience segmentation — and how to customize messages to fit these people. You will learn about the customer’s journey — that is, the steps that they must take to purchase a product/service — and how to optimize this process.

Landing

You will learn the essentials to demonstrate your brand’s personality in the best way possible, and using the correct tools. You will access a best practices and recommendations guide to help you improve your branding.

Social Media Platforms

You will have an overview of today’s biggest social media platforms, how to use them, and what their impact is.

Performance

To implement a campaign on any social platform, you must make decisions that will help you organize your campaign and achieve better results. The Performance Unit will empower you to create a good campaign, with customized, relevant messaging and targeted segmentation to reach your desired audience.

This is a selection of the Social Media Ads you will learn in this course:

  1. X ads
  2. Snapchat ads
  3. LinkedIn Ads
  4. TikTok ads
  5. Meta ads

Data Analysis

The most valuable aspect of digital marketing is also perhaps the most difficult to understand — the results of an advertising campaign. You will learn how to analyze impacts, budget use, and other data, and how to optimize these elements to achieve better results.

Professional Development

You will have an overview of professional profiles related to the digital marketing field, how to create a professional LinkedIn profile, and some tips on how to approach job interviews.