LEARNING MODALITY
This course is self study and is online only. There are no live sessions, you can study at your own pace and we provide a manageable syllabus to help keep you on track.
TEXTS & MATERIALS
This course uses a digital textbook. This course will also be using an online advertising simulation, which will be accessed from the same website as the textbook. The digital textbook is updated 2-3 times a year and is available on all of your devices. Video lectures are included for each chapter in the textbook.
COURSE DETAILS:
- Course starts October 9, 2018
- Weekly assignments starting October 9, 2018
- Final Assignment due January 15, 2019
- Final Exam due by February 15, 2018
- No fixed class times, self study only.
- Course qualifies for 20 PDH towards SMEI certification renewal for SCPS, SCPM, CME or CSE
LEARNING OUTCOMES
- Search Engine Optimization – Understand how search engines work. Use this knowledge to make recommendations to a website on how it can improve its organic search rankings – in other words, perform search engine optimization on a website.
- Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates.
- Online Advertising – Understand the various methods of online display advertising. Create an online display ad campaign and measures its ROAS (return on ad spend).
- Web Analytics – Determine the appropriate KPIs for any type of website. Make appropriate recommendations to an eCommerce website based on the conversion funnel.
- Email Marketing –Understand and 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.
- Reputation Management – Implement online reputation management tactics to improve the online reputation of a brand.
COURSE REGISTRATION
Prices in USD:
$1500 Non-member
$1049 Member
$ 949 Professional Member
$ 849 Executive Member
Course registration is non-refundable.
ABOUT THE SIMULATION EXERCISES
When it comes to Internet Marketing it’s all about testing, analyzing the results, implementing changes, and more testing. You will benefit greatly from performing these tests in a simulated environment with real data within the simulation platform.
This makes for the PERFECT final project. You get to learn the principles and strategy behind online marketing throughout the Digital Marketing Essentials textbook. Then, practice what you’ve learned in a simulated environment within the simulation platform.
WRITE TARGETED ADS
One of the four P’s of marketing is Promotion. Students learn and test different promotional strategies to create compelling ads through organized ad groups and campaigns. Students will gain experience in writing ad copy that increases conversions.
PERFORM STRATEGIC KEYWORD RESEARCH
The keyword research dashboard uses data from the Google® Keyword Planner Tool, which brings simulation to life for the students. Students evaluate the keywords and learn to recognize the different market segments and buyer intent by keyword. They are able to determine the proper placement of their ad on keyword search results.
HOW TO MEASURE KEY PERFORMANCE INDICATORS
Knowing which indicators to measure and improve can make or break a search engine marketing effort. The simulation will help students learn not only what these key performance indicators are, but also how to improve such indicators.
PRODUCT AND PRICING
Students review historical product sales data and then select between one and three digital cameras to sell. They are able to analyze projected sales revenue and profits. Students are exposed to the terminology and key performance indicators (KPI’s) that help create profitable campaigns.
EMAIL MARKETING
Students get real-world experience in writing email copy that drives conversions. The students get familiar with the vocabulary and necessary metrics of a successful email marketing campaign.