Course Path
You are going to have 4 hours of live classes each week, where will work on the content provided, and activities. Below, we will briefly overview the overall structure and progression of the course. 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. 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. 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. You will learn the essentials to demonstrate your brand’s personality in the best way possible, and using the correct tools. You will have access to a best practices and recommendations guide to help you improve your branding. You will have an overview of today’s biggest social media platforms, how to use them and what is their impact. 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. These are a selection of the Social Media Platforms you will learn in this course: 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. You will learn how to create a professional LinkedIn profile, and you will receive some tips on how to approach job interviews.
Global Context of Digital Marketing
Introduction to Digital Marketing
Audience
Landing
Social Media Platforms
Performance
Data Analysis
Professional Development