Course Topics Include:
a) Introduction to Marketing Planning and Branding
During this session, students will learn about different components of a brand they need to take into consideration and create their own brand brief. They will also create a high level marketing plan including estimated budget allocation.
b) Marketing Analytics
In this session, students will gain an overview of different analytics tools and techniques to understand the vast range of data they can collect.
c) Excel, Statistics and Data Visualization
During this session, students will be introduced to basic statistical concepts such as causations and correlations and learn how to conduct regression and cohort analyses in Excel. They will also learn commonly used shortcuts to accelerate their analysis and techniques to display and communicate their findings in a visually appealing and easy to understand way.
d) Segmentation, Targeting, Tracking, Experimentation
This session will cover statistical approaches and analytical tools to segment customers and set up highly targeted campaigns. In a next step, we will dive deeper into tracking tools and methods to set up attribution models that track customer behaviour across several touchpoints with the brand before they convert.
e) Search Engine Optimisation
This session will focus on how search engines work, the anatomy of a search engine result page and the difference between SEO and PPC. Students will then learn how to do keyword research, develop a keyword strategy and be introduced to different on-page and off-page optimization techniques and best practices.
f) Developing a Content Strategy, Presenting and Storytelling
Students will learn how to write a compelling, to-the point narrative for different relevant audiences. They will also be required to develop an integrated cross-channel content strategy and present both to their peers.
g) Affiliate Marketing/Partnerships
During this session, we will explore affiliate marketing best practices and different ways to set up and run a successful affiliate program (e.g. developed in-house, 3rd party solutions, etc).
h) Social Media & Influencer Marketing
This session will introduce different social media channels, their characteristics and best practices of using them.
i) Search Engine Marketing (Paid – Search and Display)
During this session, students will learn how to set up and optimize paid search campaigns with Google Adwords.
j) PPC Advertising (social networks & direct placements)
Students will learn how to set up PPC ads with focus on exact targeting, design and copy best practices. We will also explore how to do performance tracking and campaign optimisation.
k) Public Relations
During this session, students will learn how to identify and approach suitable journalists and how to prepare a persuasive press kit to send to them.
l) User Acquisition Recap
During this session, students will develop a 3 month digital marketing plan for one of the startups from the Digital Jam. They will decide which channels are most relevant and how to integrate them with each other to achieve max. results.
m) Lean UX
Students will learn how to develop customer personas, do user journey mapping and conduct usability tests.
Students will learn about different onboarding strategies and best practices of how to create a frictionless user activation process.
Students will be introduced to AdRoll, FBX and Facebook Custom Audiences to learn how to retarget both first time website visitors and active customers across different online channels.
p) Email Marketing
Students will learn about different types of email campaigns, email campaign success factors, copywriting best practices and tools to measure and optimize performance. They will learn how to set up, send and track campaigns in MailChimp. We will also go one step deeper and introduce them to how to set up automated trigger emails and drip campaigns.
A certificate of completion plus a reference for potential employers would be issued.