Digital Marketing and Advertising

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Course curriculum

1. Introduction
1. What is Marketing?
2. The Four P's
3. Official Definition of Marketing
4. Exchange
5. Lesson Summary
6. Learning Outcomes
7. Quiz 1.1
1. Traditional & Digital Marketing
2. Comparing Traditional & Digital Marketing
3. Benefits of Traditional Marketing
4. Benefits of Digital Marketing
5. Negatives of Each Type of Marketing
6. Lesson Summary
7. Quiz 1.2
1. Consumer Behavior
2. Consumer Decision-Making Process
3. Need Recognition
4. Information Search
5. Evaluation of Alternatives and Purchase
6. Post-Purchase Behavior
7. Lesson Summary
8. Learning Outcome
9. Quiz 1.3
1. Definition of Advertising
2. Common Advertising Media and Examples
3. Points on Advertising
4. Lesson Summary
5. Learning Outcomes
6. Quiz 1.4
1. Media Campaigns
2. Types of Media
3. Lesson Summary
4. Lesson Objective
5. Quiz 1.5
1. What Is a Marketing Strategy?
2. Social Influences
3. Legal Influences
4. Economical Influences
5. Political Influences
6. Technological Influences
7. Competitive Influences
8. Lesson Summary
9. Learning Outcome
10. Quiz 1.6
1. Purpose of Promotion
2. Informing
3. Persuading
4. Reminding
5. Lesson Summary
6. Learning Outcome
7. Quiz 1.7
1. Marketing Fundamentals
2. Marketing Media
3. Digital Marketing Key Characteristics
4. Lesson Summary
5. Quiz 1.8
1. Definition of Digital Marketing
2. The Timeline of Digital Marketing
3. First Decade of the 2000s
4. Second Decade of the 2000s
5. Areas for Growth in Digital Marketing
6. Keeping on Top of Digital Marketing
7. Lesson Summary
8. Quiz 1.9
1. Introduction
1. What Is a Marketing Campaign?
2. Inbound & Outbound Marketing
3. Digital Marketing
4. Newsletter & Article Marketing
5. Lesson Summary
6. Quiz 2.1
1. Overview of Digital Content Marketing
2. Know the Brand Voice
3. Goals and Strategies
4. Increase Brand Awareness
5. Drive Traffic to Website
6. Generate Sales Leads
7. Convert Leads into Customers
8. Retaining Customers
9. Lesson Summary
10. Quiz 2.2
1. Digital Marketing Campaigns
2. Planning, Development & Management
3. Digital Marketing Campaign Example
4. Lesson Summary
5. Quiz 2.3
1. Introduction
1. Direct Marketing Definition
2. Direct Marketing Concepts
3. Direct Marketing Examples
4. Direct Marketing Definition & Concepts
5. Lesson Summary
6. Learning Outcomes
7. Quiz 2.5
1. Affiliate Marketing
2. What Is Revenue Sharing?
3. What Is Affiliate Marketing?
4. Applying Concepts
5. Lesson Summary
6. Quiz 2.6
1. Content Marketing: Defined
2. Traditional vs. Content Marketing
3. Purpose of Content Marketing
4. Lesson Summary
5. Quiz 2.7
1. What Is Digital Content Marketing?
2. Promoting Your Digital Content
3. Getting Feedback
4. Measuring Success
5. Lesson Summary
6. Quiz 2.8
1. What Is CGM?
2. Types of Consumer-Generated Marketing
3. Contests
4. Using Customer Feedback & Reviews
5. Examples of Customer-Generated Marketing
6. Using Consumer-Generated Marketing
7. Lesson Summary
8. Quiz 2.9
1. What is Guerrilla Marketing?
2. Guerrilla Marketing Strategies
3. Examples of Guerrilla Marketing Campaigns
4. Lesson Summary
5. Lesson at a Glance
6. Learning Outcomes
7. Quiz 2.10
1. What is Viral Marketing?
2. What Techniques Are Used in Viral Marketing?
3. Examples of Viral Marketing
4. Lesson Summary
5. Quiz 2.11
1. Digital Marketing Software and Apps
2. Uses for Your Applications and Software
3. Social Media Management
4. Digital Automation Tools
5. Marketing and Community Building
6. Lesson Summary
7. Quiz 2.12
1. Introduction
1. Brand Awareness
2. Intent to Buy
3. Digital Marketing
4. Example
5. Lesson Summary
6. Quiz 3.1
1. Definition of Brand Awareness
2. Metrics & Measurements
3. Brand Awareness Strategies
4. Lesson Summary
5. Quiz 3.2
1. Marketing Communication
2. The Sender and Encoding
3. Message Channel
4. The Receiver and Decoding
5. Feedback
6. Lesson Summary
7. Learning Outcomes
8. Quiz 3.3
1. What Is a Digital Ad Campaign?
2. Steps of a Digital Ad Campaign
3. Step One: Define Metrics
4. Step Two: Choose Your Tools
5. Step Three: Find Your Hook
6. Step Four: Measure Success
7. Step Five: Optimize
8. Lesson Summary
9. Quiz 3.4
1. What Is Digital Marketing?
2. The Digital Tactical Communications Mix
3. Lesson Summary
4. Quiz 3.5
1. What Is a Sales Funnel?
2. Stages of a Sales Funnel
3. Lesson Summary
4. Quiz 3.6
1. The Digital Media Mix
2. Owned Digital Media
3. Paid Digital Media
4. Earned Digital Media
5. Integrated Marketing
6. Lesson Summary
7. Quiz 3.7
1. Owned Digital Assets
2. Why Your Brand Needs Owned Media
3. Digital Marketing Components
4. Measuring the Value of Owned Media
5. Lesson Summary
6. Quiz 3.8
1. Online Promotions
2. Boost Awareness & Drive Traffic
3. Drive Sales
4. An Example
5. Lesson Summary
6. Quiz 3.9
1. What Is an Advertising Campaign?
2. Brand Strength
3. Brand Differentiating Strategies
4. Lesson Summary
5. Quiz 3.10
1. Return on Investment in Marketing
2. Digital Marketing Methods
3. A Sampling of Effective Methods
4. Tips for Improving Marketing ROI
5. Lesson Summary
6. Quiz 3.11
1. Avoiding Chaos in Digital Marketing
2. Common Issues
3. Building an Effective Plan
4. Lesson Summary
5. Quiz 3.12
1. Introduction
1. What Is a Target Market?
2. Digital Media
3. Search Engines
4. Cookies
5. Lesson Summary
6. Quiz 4.1
1. Ways to Segment Consumer Markets
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
5. Behavioral Segmentation
6. Lesson Summary
7. Learning Outcomes
8. Quiz 4.2
1. Television, Laptop, and Smartphone
2. Customer Segmentation and Targeting
3. Factors for Segmentation Success
4. Reaching Across Different Platforms
5. Embrace Cross-Platform Measurements
6. Lesson Summary
7. Quiz 4.3
1. Marketing During Online Shoppingqw
2. What Is Behavioral Targeting?
3. What Is Contextual Advertising?
4. Applying Behavioral & Contextual Knowledge
5. Lesson Summary
6. Quiz 4.4
1. Introduction
1. Digital Marketing
2. Pull & Push Marketing
3. Permission Marketing
4. Social & Native Advertising
5. Ad Blocking & Combining Strategies
6. Lesson Summary
7. Quiz 5.1
1. Background on Digital Advertising
2. Types of Advertising Players
3. Media Network Examples
4. Lesson Summary
5. Quiz 5.2
1. Bombarded by Ads
2. Ad Types and Effectiveness
3. Lesson Summary
4. Quiz 5.3
1. Quick, Click
2. Defining Pay-Per-Click
3. Implementing Pay-Per-Click
4. Evaluating Your Options
5. Lesson Summary
6. Quiz 5.4
1. Search Engine Shopping
2. What Are Search Ads?
3. How Do Search Ads Play Into SEM?
4. Lesson Summary
5. Quiz 5.5
1. Background on Attention Spans
2. Display Ads & Digital Clutter
3. Use of Time
4. Methods to Capture Users' Attention
5. Lesson Summary
6. Quiz 5.6
1. What Is Native Advertising?
2. Benefits of Native Advertising
3. Examples
4. Dell's Branded Content
5. Trollbeads' Sponsored Facebook Post
6. UPS' Supply Chain Infographic
7. Lesson Summary
8. Quiz 5.7
1. Definition of A/B Testing
2. Requirements for A/B Testing
3. Conducting A/B Testing
4. Interpreting Results of A/B Testing
5. Lesson Summary
6. Quiz 5.8
1. Internet Cookies
2. Digital Marketing
3. Privacy Strategies
4. Lesson Summary
5. Quiz 5.9
1. Cookies & Advertising
2. How Messages Are Tested
3. Lesson Summary
4. Quiz 5.10
1. Introduction
1. What are Search Engines?
2. What is a Web Portal?
3. Components of a Search Engine
4. Boolean Operators
5. Lesson Summary
6. Lesson Objectives
7. Quiz 6.1
1. Problems with Customer Traffic
2. Search Engine Optimization
3. The Importance of Keywords
4. Lesson Summary
5. Quiz 6.2
1. Social Media & SEO
2. Building a Following
3. Sharing Content
4. Reaching Influencers
5. Lesson Summary
6. Quiz 6.3
1. Defining SEO
2. Relationship Between SEO & SEM
3. Relationship Between SEO & Content
4. SEO & Customer Interactions
5. SEO & Digital Events
6. Lesson Summary
7. Quiz 6.4
1. Introduction
1. Social Media Marketing
2. Determining Marketing Channels
3. Integrating Social Media
4. Multi-Faceted Approach to Marketing
5. Lesson Summary
6. Quiz 7.1
1. Communication in Business
2. Digital Media Channels
3. Communicating with Customers
4. Lesson Summary
5. Quiz 7.2
1. What Is Social Media Marketing?
2. Social Media Marketing Practices
3. Facebook
4. Twitter
5. Pinterest
6. Lesson Summary
7. Quiz 7.3
1. Multimedia Advertising
2. Social Media Channels
3. Social Media Marketing and its Goals
4. Lesson Summary
5. Quiz 7.4
1. Measuring Social Media Marketing Success
2. Tracking Metrics
3. Using Social Media Analytics Tools
4. Lesson Summary
5. Quiz 7.5
1. Introduction
1. What Is Mobile Marketing?
2. Short Message Service (SMS)
3. QR Codes
4. Push Notifications
5. Lesson Summary
6. Quiz 8.1
1. What Is Mobile Marketing?
2. Benefits of Mobile Marketing
3. Trends
4. Use of Apps
5. Ads in Existing Social Media
6. New Format, Fast Format
7. Fashionable Marketing
8. Growing Security
9. Mobile Finances
10. Lesson Summary
11. Quiz 8.2
1. What Is Mobile Marketing?
2. Six Tools of Mobile Marketing
3. Three Elements to Mobile Marketing
4. Five Tips for a Successful Campaign
5. Lesson Summary
6. Quiz 8.3
1. What Are Mobile Ads?
2. Message-Based Mobile Ads
3. Other Common Mobile Ads
4. Lesson Summary
5. Quiz 8.4
1. Location-Based Marketing & Geo-Marketing
2. Geo-Location
3. Geo-Tagging
4. Geo-Fencing
5. Geo-Conquesting
6. Lesson Summary
7. Quiz 8.5
1. Introduction
1. What Is Email Marketing?
2. Purpose of Email Marketing
3. Benefits of Email Marketing
4. Lesson Summary
5. Quiz 9.1
1. The Power of Email
2. Strong Subject Line
3. Call to Action
4. Test Messages
5. Lesson Summary
6. Quiz 9.2
1. What is an Email Marketing Campaign?
2. How to Create an Effective Campaign
3. Eight Key Essential Elements
4. Lesson Summary
5. Quiz 9.3
1. Email: Be Engaging!
2. Text Selection
3. Image Choice
4. Audio/Video (AV) Components and Graphics
5. Readability
6. Lesson Summary
7. Quiz 9.4
1. What Is an Opt-Out?
2. The Importance of an Opt-Out
3. Purchasing Email Lists
4. Getting Permission to Email
5. Lesson Summary
6. Quiz 9.5
1. Businesses & Email Marketing
2. Email Marketing Measures
3. Click-through Rates
4. Conversion Rates
5. Bounce Rates
6. Email Sharing or Forwarding Rate
7. Return on Investment
8. Testing for Success
9. Issues to Consider
10. Display Problems
11. Spam Filters
12. Lesson Summary
13. Quiz 9.6
1. Introduction
1. Data Collection for the Technology Age
2. Web Analytics & Data Collection
3. Digital Analytics & Data Collection
4. Lesson Summary
5. Quiz 10.1
1. Measuring Marketing Effectiveness
2. Customer Acquisition Cost Metric
3. Digital Marketing Metrics
4. Using Marketing Analytics
5. Lesson Summary
6. Quiz 10.2
1. Measuring for Success
2. What Are Web Analytics?
3. Useful Features
4. Lesson Summary
5. Quiz 10.3
1. Digital Analytics & Promotion Mix
2. Digital Analytics & the Media
3. Paid Media
4. Owned Media
5. Earned Media
6. Digital Analytics & Its Uses
7. Descriptive Data
8. Predictive Data
9. Lesson Summary
10. Quiz 10.4
1. Campaign Ad Tracking
2. Google Analytics
3. Custom Campaigns
4. Traffic and Content Engagement
5. Lesson Summary
6. Quiz 10.5
1. What Is the Campaign's End Goal?
2. Setting Conversion Expectations
3. Click-Through Rates Are Unreliable
4. Viewability Is Tricky
5. Overcoming Obstacles
6. Lesson Summary
7. Quiz 10.6
1. Introduction
1. Customer Relationship Management
2. Identifying the Best Customers
3. CRM and Technology
4. Lesson Summary
5. Learning Outcome
6. Quiz 11.1
1. What Is CRM?
2. Analyzing Data for Customer Retention
3. An Example
4. Enhancing Marketing Strategies
5. An Example
6. Lesson Summary
7. Quiz 11.2
1. Professional Online Presence
2. Consistent Posting
3. Social Media Networks
4. Communicating With Customers
5. Lesson Summary
6. Quiz 11.3
1. Online Privacy
2. Government Regulation of Consumer Privacy
3. Business Initiatives for Consumer Privacy
4. Lesson Summary
5. Learning Outcome
6. Quiz 11.4
1. Introduction
1. Building a Digital Marketing Plan
2. Building Buyer Personas
3. Goals & Digital Marketing Tools
4. Evaluating Channels & Assets
5. Putting Everything Together
6. Lesson Summary
7. Quiz 12.1
1. What Are 'SMART' Objectives?
2. Breaking Down SMART
3. Applying SMART Principles
4. Lesson Summary
5. Quiz 12.2
1. A Digital Marketing Strategy
2. Reviewing Available Tactics
3. Choosing Tactics
4. Combining Tactics
5. An Example
6. Lesson Summary
7. Quiz 12.3
1. Digital Marketing and Data
2. Placement and Timing
3. Lesson Summary
4. Quiz 12.4
1. Defining Your Purpose & Goals
2. What Does Success Look Like?
3. Measuring Tools
4. Key Performance Indicators
5. Outcomes
6. Lesson Summary
7. Quiz 12.5
1. Digital Marketing Plan Importance
2. Executive Summary
3. Goals and Objectives
4. Situation Analysis
5. Other Sections of the Plan
6. Lesson Summary
7. Quiz 12.6
1. Introduction
1. About The Assignment
2. Market and Business Evaluation
3. Grading Rubric
4. Using Research and Sources to Support Your Recommendations
5. Determining Research Information Quality
6. Before You Submit
7. How to Submit Your Project
1. About The Assignment
2. Digital Marketing Strategy
3. Using Research and Sources to Support Your Recommendations
4. Determining Research Information Quality
5. Grading Rubric
6. Before You Submit
7. How to Submit Your Project
1. About This Assignment
2. Sales Presentation Requirements
3. Using Research and Sources to Support Your Recommendation
4. Determining Research Information Quality
5. Grading Rubric
6. Before You Submit
7. How to Submit Your Project
1. Assignment Overview
2. EcoFresh Situation
3. Sales
1. Final Exam

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CHAPTER 1 - Marketing & the Internet

Ch 1.1 - Introduction to Marketing: Definition and Applications

Ch 1.2 - Comparing Traditional Marketing to Digital Marketing & Advertising

Ch 1.3 - Understanding the Consumer Decision-Making Process: A Marketing Must

Ch 1.4 - What is Advertising? - Definition & Examples

Ch 1.5 - Advertising Media Choices and Marketing Strategy

Ch 1.6 - Marketing Environment: External Influences on Marketing Strategy

Ch 1.7 - Goals of Promotion and the Marketing Mix

Ch 1.8 - Digital Marketing: Definition, Strategies & Example

Ch 1.9 -The Evolution & Growth of Digital Marketing

CHAPTER 2 - Digital Marketing Strategies

Ch 2.1 - Types of Marketing Campaigns

Ch 2.2 - Developing Goals & Strategies for Digital Content Marketing

Ch 2.3 - Digital Marketing Campaign: Definition & Examples

Ch 2.4 - Digital Marketing Strategy: Planning & Implementation

Ch 2.5 - What is Direct Marketing? - Definition, Concepts & Examples

Ch 2.6 - Revenue Sharing & Affiliate Marketing

Ch 2.7 - What is Content Marketing? - Definition & Purpose

Ch 2.8 - Promoting & Measuring Success of Digital Content Marketing

Ch 2.9 - Consumer-Generated Marketing (CGM): Definition & Strategies

Ch 2.10 - What Is Guerrilla Marketing? - Definition, Strategies & Examples

Ch 2.11 - What is Viral Marketing? - Definition, Techniques & Examples

Ch 2.12 - Using Digital Marketing Software & Applications

CHAPTER 3 - Creating Digital Campaigns

Ch 3.1 - Brand Awareness vs. Intent to Buy

Ch 3.2 - Brand Awareness: Definition, Strategy, Metrics & Measurement

Ch 3.3 - Promotion and the Consumer Communication Process

Ch 3.4 - How to Develop a Digital Ad Campaign

Ch 3.5 - The Tactical Communication Mix in Digital Marketing

Ch 3.6 - Sales Funnel: Definition & Stages

Ch 3.7 - Owned, Earned & Paid Digital Media: Definition & Differences

Ch 3.8 - Leveraging Owned Digital Assets in Marketing

Ch 3.9 - Using Online Promotions & Events to Drive Traffic & Sales

Ch 3.10 - Developing an Advertising Campaign to Differentiate Your Brand

Ch 3.11 - Measuring ROI of Digital Marketing Methods

Ch 3.12 Contingency Planning for Digital Marketing

CHAPTER 4 - Segmentation & Targeting

Ch 4.1 - Using Digital Tools to Identify a Target Market

Ch 4.2 - Market Segmentation: Geographic, Demographic, Psychographic & More

Ch 4.3 - Customer Segmentation & Targeting in Digital Marketing

Ch 4.4 - How to Apply Contextual Advertising & Behavioral Targeting

CHAPTER 5 - Online Marketing & Advertising

Ch 5.1 - Advertising Strategies in Digital Marketing Campaigns

Ch 5.2 - Roles within Paid Digital Advertising

Ch 5.3 - Display Advertising in Online Media: Formats & Impact

Ch 5.4 - Pay Per Click (PPC) Advertising: Definition & Strategy

Ch 5.5 - Search Engine Marketing (SEM) & Search Ads

Ch 5.6 - Capturing Users' Attention: Challenges, Environment & Tips

Ch 5.7 - Native Advertising's Role in Digital Marketing

Ch 5.8 - What is A/B Testing?

Ch 5.9 - What Are Web Cookies? - Use & Controversy

Ch 5.10 - Digital Media Tracking, Testing & Optimization

CHAPTER 6 - Search Engine Optimization

Ch 6.1 - Search Engines, Keywords & Web Portals

Ch 6.2 - What is SEO? - Definition & Examples

Ch 6.3 - Social Media & Search Engine Optimization

Ch 6.4 - Integrating SEO into a Digital Marketing Campaign

CHAPTER 7 - Social Media Advertising & Promotions

Ch 7.1 - How to Incorporate Social Media Into a Marketing Campaign

Ch 7.2 - Business & Consumer Communication in the Digital Age

Ch 7.3 - Social Media Marketing Channels: Facebook, Twitter, and Pinterest

Ch 7.4 - Social Media Marketing Channels: Digital Video & Audio

Ch 7.5 - Measuring the Success of Social Media Marketing

CH 8 - Mobile Marketing

Ch 8.1 - Mobile Marketing: Definition & Examples

Ch 8.2 - Trends in Mobile Marketing

Ch 8.3 - Incorporating Mobile Technology in a Marketing Plan

Ch 8.4 - Mobile Ads: Types & Usage

Ch 8.5 - Geo-Location, Geo-Tagging & Geo-Fencing in Digital Marketing

CHAPTER 9 - Email Marketing

Ch 9.1 - What is Email Marketing? - Definition & Types

Ch 9.2 - Effective Email Marketing Tips

Ch 9.3 - Email Marketing Campaign: Definition & Elements

Ch 9.4 - Email Marketing Design: Text, Graphics, Audio & Video Components