The course examines digital marketing strategy, implementation and executional considerations for BtoB and BtoC brands and provides a detailed understanding of all digital channels and platforms. Participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. Using a variety of practical tools and techniques in practical exercises and projects, students will understand using digital channels to achieve their marketing goals. Students will gain practical experience in usage of channels such as Search – SEO and SEA, Optimization and Marketing Display – Banners, Video and Beyond, Advanced topics Email – Design and Deployment Social – Networks, Media, and Content - Inbound Marketing Mobile and Emerging – Mobile Web, Apps and Ecosystems, Gaming, and beyond.

By the end of the course, students will be able to: - Web Design – Leverage multiple web design frameworks for improving conversion rates on a website of any kind. Apply these design frameworks to identify areas for website improvement and to design a well-designed website from scratch. - Web Analytics – Identify the appropriate KPIs for any type of website. Make appropriate recommendations to an eCommerce website based on the conversion funnel. Understand the pitfalls surrounding attribution analysis and make recommendations to identify the highest ROI digital marketing channels. - Search Engine Optimization – Improve organic search rankings bu performing search engine optimization on a website. - Search Engine Marketing – Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates. - Online Advertising – Create an online display ad campaign and measures its ROAS (return on ad spend). - Email Marketing – Implement best practices in marketing to a database of current and potential customers via email. - Social media – Utilize knowledge of social media tactics to design an effective social media campaign.