Through blog post style readings, case studies and hands-on projects, students will come away with an understanding of foundations, research, strategy, execution, measurement, and adaptation as it relates to effective online marketing.
Leading thinkers at agencies and companies alike will address special topics such as:
- Email marketing
- User experience (UX) design
- Social media
- Search engine optimization (SEO)
- Building online communities
- Geo and mobile marketing
These insights come from experts at IDEO, Google, R/GA, MailChimp, and Meetup.
Following completion of the course students will command the skills to assess a market opportunity through keyword research tools, formulate a digital strategy based on a user persona, design with an understanding of user empathy, execute online campaigns against business objectives, measure effectiveness and engagement using web analytics tools, and clearly articulate strategic changes needed to drive better user engagement online.
Students will demonstrate mastery of these skills through developing an online marketing plan for a local business, nonprofit, or their own startup business.
In addition, leading practitioners in the field will provide tips on how to successfully manage a career and what skill sets will continue to be in demand in industry