Introduction to Digital Marketing

Course Overview:

Course Dates: Wednesdays, June 5 – June 30, 2017 (next section TBD)
Course Time:  2:00pm - 3:00 pm EST

This course provides an introductory-level overview of how digital marketing works. You will explore how to integrate your marketing efforts via your website, social media execution, blogging and email marketing into one cohesive effort.

Who should take this course?
  • Marketing professionals who want to better understand the power of your digital presence and how to make it work in your favor.
  • Other professionals who work alongside digital marketers and need a high-level understanding of the main concepts of digital marketing.
  • Anyone interested in the topic of digital marketing.
By the end of this course, you will:
  • Understand how your website serves as the cornerstone of your digital marketing effort
  • Know how search engine optimization (SEO) impacts sales on your website
  • Comprehend why mobile optimization impacts traffic to your website
  • Understand the difference between organic and social media posts
  • Realize the impact of remarketing on the success of your digital marketing effort
  • Learn how blogs drive traffic to your website and the best way to utilize them
  • Discover the best techniques for writing effective email, segmenting email lists, and the best techniques to impact open and click rates.
Unit 1 – Your website: The cornerstone of your online presence

Find out how your website serves as the cornerstone of your entire digital marketing effort. Identify what makes a website powerful – and the best practices for creating one. Learn why mobile optimization is a must in the 21st Century and how Google has changed its search logarithm to reflect this. Explore how search engine impacts your sales.

Unit 2 – Driving traffic through social media

Learn how to leverage your presence on various social media platforms through both organic and sponsored posting. Discover the many ways you can automate your social media marketing to save time and post engagement. Explore how social re-marketing (those ads that seem to follow you around the Internet after you view something but don’t make a purchase right away) can boost sales as well as how social media advertising can maximize a small marketing budget.

Unit 3 – Effective blogging and its impact on your website traffic

Websites supported by blogs are 400% more indexed on search engines.  Find out why this matters to your bottom line and how to take advantage of this influential communication. You’ll learn the best type of blog posts to write and how to make sure your blog is being read.

Unit 4 - Lead nurturing through email

Email marketing has one of the highest Return on Investment (ROI) of any platform. In fact, according the Direct Mail Association’s Client Email Report 2015, email has an average ROI of $38 for every $1 spent. In this module, you’ll pick up tips on the best time to send emails, how to craft the most impactful copy, as well as key metrics for measuring the effectiveness of your campaigns.

System Requirements:

Internet Connectivity Requirements:
  • Cable and DSL internet connections are recommended.

Hardware Requirements:
  • Minimum Pentium 400 Mhz CPU or G3 Macintosh. 1 GHz or greater CPU recommended.
  • 256MB RAM minimum. 1 GB RAM recommended.
  • 800x600 video resolution minimum. 1025x768 recommended.
  • Speakers/Headphones to listen to Dialogue steaming audio sessions.
  • A microphone to speak in Dialogue streaming audio sessions.
Operating System Requirements:
  • Windows Vista, 7, 8, 8.1, 9, 10
  • Mac OSX 10 or higher.
  • OpenSUSE Linux 9.2 or higher.
Web Browser Requirements:
  • Google Chrome is recommended.
  • Firefox 13.x or greater.
  • Internet Explorer 6.x or greater.
  • Safari 3.2.2 or greater.
Software Requirements:
  • Adobe Flash Player 6 or greater.
  • Oracle Java 7 or greater.
  • Adobe Reader 7 or greater.
Web Browser Settings:
  • Accept Cookies
  • Disable Pop-up Blocker.

**Outlines are subject to change, as courses and materials are updated.**