Companies today expect their marketing professionals to understand what it takes to design, execute and manage digital marketing strategies and campaigns. In addition, marketing professionals, in both B2B and B2C environments, are expected to have an understanding of how to select, deploy and use a variety of marketing software platforms services, including advertising (AdTech), content marketing, marketing and sales automation, websites, social media, sales intelligence, and analytics dashboards. The best way to gain such expertise is for these professionals to actually build and execute specific digital marketing programs/strategies using various MarTech platforms in a lab environment.
This lab course takes students through the hands-on process of designing and executing specific digital marketing program components.
Students work hands-on with a set of key MarTech platforms and tools, complemented by background reading materials that include papers on strategy and techniques, blogs, posts, articles, specific platform user-manuals, and other ‘how-to’ documents. In each session, students spend a third of the time on concepts, tools and techniques, and focus the rest of the session on working hands-on designing, building, measuring, optimizing, and evaluating various types of digital content and campaigns.
Marketing platforms and tools students work with include those for creating and managing:
- Digital presence
- Content and SEO
- Paid search and social media advertising
- Marketing sales funnel management
By the end of the course, students will learn how to utilize key MarTech platforms and tools to build out digital marketing programs, and by so doing, they will develop a deep understanding of what it really takes to design and execute digital marketing strategies and campaigns on their own.