DIGITAL MARKETING COURSE
Launch your career with a 360-degree understanding of digital marketing
COURSE BUILT IN COLLABORATION WITH
Gain real-world experience running live campaigns as you learn from top experts in the field.
Launch your career with a 360-degree understanding of digital marketing.
Learn to create marketing content, use social media to amplify your message, make content discoverable in search, run Ads campaigns and advertise on Facebook.
Additionally, learn how display and video ads work and how to market with email, and measure and optimize with Google Analytics.
Becoming a digital marketer is a journey – let us be your guide.
In this course, we give you a framework to help you organize and plan your approach.
We also introduce you to three companies that are featured throughout the Digital Marketing Nanodegree as examples of how to apply what you learn in both B2C and B2B contexts.
Welcome to Digital Marketing
The Digital Marketing Framework
What: Your Business
Who & When: Your Customer
Where: Marketing Channels
Why: Marketing Objectives & KPIs
Project 1: Prepare to Market
In this first project, you’ll prepare for your new role as a digital marketer.
You can choose to market your own company or a Sandbox B2C or B2B product we’ve provided. You’ll market a B2C or B2B product;
You’ll summarize the business model of the company, articulate the marketing objective, and develop a target persona for the product you choose to market.
Content is at the core of all marketing activity.
In this course you learn how to plan your content marketing, how to develop content that works well for your target audience, and how to measure its impact.
Plan Your Content Strategy
Distribute & Promote Content
Optimize Website UX & Landing Pages
Jobs in Content Marketing
Social Media Marketing (Organic)
Social Media is a powerful channel for marketers.
In this course, you learn more about the main social media platforms, how to manage your social media presence, and how to create effective content for each platform.
Social Media Landscape
Social Media Channels
Social Media Content
Implement & Monitor Campaigns
Jobs in Content Marketing
Project 2: Market your Content
In this project we want you to practice producing and marketing content about a subject you know very well – yourself!
First you are going to write a blog post.
Next, you’ll craft social media post for three social platforms to share your blog post with your audience.
Social Media Advertising (Paid)
Cutting through the noise in Social Media can be challenging, and often, marketers must use paid social media marketing strategies to amplify their message.
In this course, you learn about the opportunities for targeted advertising in social media and how to execute advertising campaigns that resonate with your audience.
Intro to Social Media Advertising
Platforms for Social Ads
Facebook – Getting Started
Facebook – Create Ad Sets
Facebook – Create and Manage Ads
Jobs in Social Media Advertising
Project 3: Run a Facebook Campaign
Create, manage, and monitor an advertising campaign on Facebook for a Sandbox B2C, B2B product, or your company’s product/service.
While the campaign is live on Facebook, you will test and optimize your campaign to achieve the best ROI possible.
Search Engine Optimization (SEO)
Search engines are an essential part of the online experience.
Learn how to optimize your search engine presence through on-site and off-site activities, including how to develop your target keyword list, optimize your website UX and design, and execute a link building campaign.
How Search Works
On-Site SEO: Optimize UX & Design
Off-Site SEO: Link-building
SEO Audit & Future of SEO
Jobs in SEO
Project 4: Conduct an SEO Audit
In this project, you will audit a website or your company’s website and recommend actions to optimize its ranking in search engine results.
You will recommend a target keyword list, evaluate the design and the UX of the site, and recommend improvements.
Search Engine Marketing with AdWords (SEM)
Optimizing visibility in search engine results is an essential part of Digital Marketing.
Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives.
In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.
Adwords & Keyword Selection
Create Text Ads
SEM Metrics & Optimization
Jobs in SEM
Project 5: Run an AdWords Campaign
In this project, you will create, execute, and monitor a search engine marketing campaign on the AdWords platform for a Sandbox B2C or B2B product or your company’s product/service.
While your campaign is live, you will test, monitor, and optimize your results for the best possible ROI.
Display advertising was the first form of advertising on the web.
It’s still a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting.
In this course, you learn how display advertising works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google’s AdWords.
How Do Display Ads Work?
Display Ads & Targeting
Display Ads in AdWords
Jobs in Display Advertising
Project 6: Evaluate a Display Ad Campaign
In this project you will evaluate the results of a display advertising campaign and create a presentation of the results for management.
Your summary will include the targeting strategy, creatives used, the results of the campaign, along with recommendations on how to improve the campaign.
Email is an effective marketing channel, especially at the conversion and retention stage of the customer journey.
In this course, you learn how to create an email marketing strategy, create and execute email campaigns, and measure the results.
Email List Generation
Create an Effective Email Campaigns
Create an Email Plan
Jobs in Email Marketing
Project 7: Market with Email
In this project, you will plan and prepare an email marketing campaign for a Sandbox B2C or B2B product or your company’s product/service.
You will write an e-mail, and evaluate the results of an email campaign.
Measure & Optimize with Google Analytics
Measurability is what makes Digital Marketing uniquely powerful.
Actions online can be tracked, and so can the effect of your digital marketing and advertising efforts.
In this course, you’ll learn how to use Google Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.
Get Oriented in Google Analytics
Understand Your Audience
Optimize Campaign Budgets
Jobs in Marketing Analytics
Project 8: Create your Portfolio
In this project, you will summarize the different marketing campaigns you executed and reflect on the results.
You will evaluate the ROI of your campaigns, compare the results across platforms, then formulate recommendations for future marketing action and budget allocation.