What You'll Learn

Before You Start: Introduction to Digital Marketing

  • Students are taught how to identify their target market, which we personify as a Buyer Persona. Identifying this Persona is key to determining a brand’s social media and digital marketing strategies. Building on this awareness, we then offer a foundational overview of the main social media channels (Facebook, TikTok, YouTube, Pinterest, Twitter, Instagram, LinkedIn), and their corresponding best practices in a successful strategy.


Module 1: Social Media Strategy

  • Students are taught how to identify their target market, which we personify as a Buyer Persona. Identifying this Persona is key to determining a brand’s social media and digital marketing strategies. Building on this awareness, we then offer a foundational overview of the main social media channels (Facebook, TikTok, YouTube, Pinterest, Twitter, Instagram, LinkedIn), and their corresponding best practices in a successful strategy.


Module 2: Social Media Content Creation

  • Students will gain in-depth exploration into crafting compelling content for digital platforms. Beginning with the fundamentals of content strategy, including the development of content pillars and understanding different types of social media content—words, videos, images—it dives into the practical aspects of content creation. Participants will gain hands-on experience with essential tools like Canva, InShot, Google Drive, CapCut, and Linktree for designing, editing, and organizing content effectively. 


Module 3: SEO 

  • Students will learn what ‘search engine optimization’ means and gain strong insight into what makes a successful SEO strategy. We’ll provide a foundational understanding of various factors that affect SEO, including onsite (technical) and offsite (public relations, list building, Google Maps, and Youtube). We’ll also teach you how to audit a website’s status with Google and rank the available tools for tracking and monitoring growth.


Module 4: Google Ads

  • Students will gain a foundational understanding of Google Search, Display and Youtube campaigns. You’ll learn how they work and the keys to a successful strategy. We'll also cover the benefits of the various campaign types, their challenges, and how to avoid wasted ad spend.


Module 5: Facebook & Instagram Ads

  • Students will gain a foundational understanding of Facebook and Instagram ad platforms, how they work, and what a successful strategy looks like. We'll cover which ad types work best for which business objectives, as well as the targeting possibilities for reaching your ideal customers.


Module 6: Google Analytics

  • Students will learn the fundamentals of website traffic analytics, which are essential when it comes to understanding how your customers engage with your website and which of your marketing channels are performing using Google Analytics 4 and Google Tag Manager.


Module 7: Public Relations & Influencer Marketing 

  • Students will learn what ‘public relations’ really means, and gain insight into what a successful PR strategy looks like. We’ll provide a foundational understanding of various PR elements including traditional, experiential, influencer partnerships, and thought leadership.


Module 8: Email Marketing & Automation

  • Email marketing is a tried-and-true tactic delivering high ROI and enabling strong relationships with audiences. We’ll teach students the fundamentals of email marketing and automation, how and when to fit it into your digital strategy, best practices, leading industry tools, and email metrics and KPIs.


Module 9: Growth Marketing Strategy

  • Growth Marketing Strategy brings all of the course modules together. In these sessions you will learn how each tactic within digital marketing can be brought together for a complimentary marketing strategy that can be adjusted, tested, and analyzed with data and insights, to support the growth of a business. This module is broken into two sessions: Part 1: Introduction to Growth Marketing, and Part 2: Growth Marketing Analytics.