What Students Learn
Design Thinking for a Digital World
This is Our foundation as succeeding in digital requires us to design experiences through our users’ eyes. Our Students will learn in-depth and end designing the right digital experiences.
Search Engine Optimization (SEO)
The basics of Search Engine Optimization (SEO) covers long-tail keyword research methods, on-page SEO for a focus keyword phrase, the art of inbound link building, and identifying influential sites based on Domain Authority to support online PR efforts. You’ll do this for your own WordPress site using the Yoast SEO plugin for on-page SEO. We’ll also setup Search Console so you can track your own websites performance through the eyes of Google.
Social Media Marketing
Next, we’ll build out a social media strategy and campaign against a target market’s preferred outlets and measure engagement for Conversation, Amplification, and Applause. After all, are Facebook Likes really that important for a brand? You’ll see why social is a critical part but not the only tool in the modern marketer’s arsenal. More importantly, you’ll see why this is truly a pay to play channel and should be approached with skepticism for what natural growth can honestly look like.
Online Advertising or Pay-per-click (PPC)
We’ll scratch the surface for basic fluency in online paid platforms like Google Ads and Facebook/Instagram Ads to map out target markets, customer acquisition costs, and re-targeting campaigns. Here’s where we’ll crack open a spreadsheet, evaluate our margins, and compare cost-per-click to basic metrics like customer lifetime value (CLV) and Average Order Price (AOV) to see if paid ads make sense for customer acquisition over the long term.
The unifying framework behind all this will be basic web analytics using the Google Analytics platform and the demo account for Google’s Merchandise Store. This is an incredible opportunity to work with real data to validate hypotheses in real-time for an e-commerce store. Google Analytics is overwhelming for new users, so we’ll play with this tool early and often throughout the semester. Students are encouraged to also download the mobile app of this tool for daily updates via iOS or Android.
Digital Planning/Strategies Development
Digital Media Analysis and Reporting
E-Commerce Development, Management and Growth
Content/Video Marketing – Blogging, Vlogging etc
Congratulations!! You’re entering the field of marketing at a time of incredible change. An industry once stagnant for decades is undergoing seismic shifts and whenever there is big change there is big opportunity.
Yet it’s easy to take these changes and technology for granted.
At the time of this writing YouTube is now the world’s second largest search engine. Google permeates almost every aspect of our lives from instant messages via Gmail to driving directions courtesy of Waze or Google Maps.
If Facebook were a country, it would be third in population size behind India and China.
The good news?
Managers and entrepreneurs in industry are looking to you to help lead. They perhaps didn’t grow up with an iPhone by their side and are itching to know how to use platforms like social media, SEO, and online advertising with real-time analytics to grow their businesses.
With a bit of hard work you can begin to gain a proficiency in these areas and provide yourself with a great opportunity for job placement and career advancement through knowing the fundamentals of user research, digital strategy, campaign execution, web measurement and real-time adjustment of online campaigns.
Contact us TODAY to START………