Digital Skills department
This live and Interactive class would equip you with the skills needed to start and grow your career as a digital marketer
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
Marketing is an essential part of your everyday life. We will take you on a journey through the evolving digital marketing landscape. This course will teach the fundamentals to help you navigate and thrive in this fast-growing field.
The Digital Marketing Framework
We provide a framework to help you make the right decisions in an ever-changing digital marketing environment. Learn about our marketing map that covers the What, Who, How, Where, and When of marketing
What: Your Business
The journey begins with understanding the “what” you are marketing. Learn how to articulate a business model in a concise targeted way.
Who & When: Your Customer
Customers drive all marketing actions. Get to know this customer through empathy maps and hone in on your target by developing a user persona. Learn the different stages of the customer journey your customer will go through to reach you
Where: Marketing Channels
There are many different ways to reach your customer at different stages in their journey, with an increasing number of marketing channels from which to choose. Align your choice of marketing channel with the customer journey to achieve the best results.
Why: Marketing Objectives & KPIs
Setting marketing objectives and measuring your progress toward them with Key Performance Indicators is a crucial step of the planning process.
This is the topic objectives
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
A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content.
Great content has a few common components. In this lesson, you learn the power of storytelling, different frameworks you can use to tell persuasive stories, and how to make the most of your content with curation and re-purposing.
Distribute & Promote Content
Compelling content on its own won’t get the job done. In this lesson, you learn how to promote and distribute your content, and how to keep it all organized with a content calendar
Optimize Website UX & Landing Pages
Your website plays a crucial role in reaching your marketing objectives. In this lesson, you learn how to apply UX design principles to your website, and how to create and test landing pages
Measurement is key to the success of your content marketing. In this lesson, you learn what metrics to consider and how to optimize your results
Jobs in Content Marketing
We describe what it’s like to be a Content Marketer and what skills recruiters look for in the recruiting process.
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
First, it’s important to understand the social media landscape. Plan your approach with the help of two popular frameworks and align your strategy with the customer journey
Social media channels
We’ll take a closer look at Facebook, Instagram, Youtube, Twitter, and Snapchat. Deliver your message in the most important platforms for your audience. Find and work with influencers to help you
Social media content
Each social media platform requires a distinct approach. In this lesson, you learn how to develop or adapt content for social media, how to make your content match the platform you choose, and how to create content that audiences will share
Implement and monitor campaigns
Success in social media requires careful monitoring and management of your content and your audience. Social media management tools, like Hootsuite, can help you get the most out of social media
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
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
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
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
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.
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