Digital Marketing Strategies

This program equips learners to gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization and AI applications. Successful completion of the full program is required to earn this Certificate of Completion. Program content includes: Module 1: A Framework for Marketing in a Digital World - Understand customer expectations and learn about the five marketing transformation lanes Customer Expectations in a Digital World Marketing Transformation as a Journey Laying out the Framework: 5 Marketing Transformation Lanes Module 2: Understanding Customers and Generating Insights - Learn about the nature of customer insight through social data, as well as map the customer experience. Customer Insights: Deductive and Inductive Ethnography Customer Experience Mapping Human Factors Research Social Data Mining MotiveScapes AI in Customer Insight Module 3: Customer Segmentation and Behavioral Marketing - Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses. A Priori vs. Response-based Segmentation Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe) Behavioral Marketing and Automated Behavioral Marketing Module 4: The Customer Journey and Content Strategy - Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform. Customer Journey Mapping Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create) Content Management Process Creating Content Hubs Module 5: Brand Storytelling in a Digital World - Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values. Structure of Storytelling Transmedia Storytelling Storytelling Campaign Design Module 6: Accelerating Marketing Execution through Agile Marketing - Learn how to market better, faster, and stronger for organizations big and small. Always-On Marketing Moving from Conventional to Agile Marketing Implementing and Scaling Agile Marketing Module 7: Marketing Attribution, Testing, and Experimentation - Identify your customer touchpoints to understand what, where, and why customers purchase. Marketing Mix Modeling Cross Channel Attribution Multi-Touch Attribution A/B Testing and Optimization Marketing Experimentation Process Module 8: Marketing Automation and Artificial Intelligence in Marketing - Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships. Marketing Automation AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage) Capstone Project