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Course Description

The foundation of success in digital marketing is the ability to both develop a great strategy that supports your business goals and to execute the strategy on time, within budget, and with measurable results. This course will teach you how to design and develop a digital marketing strategy that is aligned with your organization’s goals, plus how to put that strategy in place and measure its results. This course is taught by a leading marketing strategist and chief digital officer at one of DFW's leading agencies who also is a certified Scrum Master in Agile project management.

Course Outline

Topics will include:

  • Digital as an amplifier: how digital distills and magnifies your overall marketing strategy
  • Understanding your customer and the evolving customer journey
  • G.O.S.T - Marketing Goals vs. Digital Objectives, Strategies & Tactics
  • Focusing resources to go beyond tactical, "shiny objective" thinking
  • Branding considerations and tactics online, on mobile and in social
  • Overview of marketing automation considerations and strategies
  • Using CRM and customer insights to inform digital strategy
  • Strategies and processes for cross-discipline collaboration and the emergence of the CMTO (Chief Marketing Technology Officer)
  • Creating engaging customer experiences in digital media (social, online, mobile)
  • Measuring the success of a digital marketing campaign and strategy and calculating your ROI
  • Retargeting strategies and campaigns
  • Monetizing and conversion strategies and tactics
  • Project management: a primer on waterfall vs. agile approaches
  • Digital project management: plan, scope, budget and manage digital campaigns and initiatives
  • Perpetual beta - applying agile marketing techniques across the digital marketing spectrum
  • Communicating your online marketing strategy to the C-suite and boardroom
  • Preparing for the long run: How to keep up with what's next and what's new in technology, tools and the digital marketing field

Applies Towards the Following Certificates

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