The basics

  •  Define Digital Marketing, explore its evolution and the current landscape.
  •  The role of a website and critical basics of a great web presence.
  •  Explain the process of launch, collect, review, change.
  •  Practice setting marketing objectives and determining KPIs for those objectives.

Marketing Strategy

  •  Differentiate between between broadcast, direct, and social channels.
  •  Define channels that you will use in campaigns, and where your approach is paid, earned, or owned.


  •  Review SEO and its role in marketing.
  •  Identify keywords for your business and their use for growth.
  •  Use keyword tools for research and write SEO tactics for your web content.
  •  Compare results from different SEO tactics and approaches.

Paid Search, Adwords, & SEM

  •  Define click bidding and bid management, budgeting.
  •  Create your own AdWords campaigns. Evaluate results and optimize AdWords.

Content Marketing & Social Media

  •  Distinguish best uses and approaches to the primary social platforms (Facebook, twitter, Linkedin, Google+, Instagram, Pinterest).
  •  Create, Curate and modify digital content across your social channels.
  •  Identify metrics and KPIs for measuring impact of social media. Basics of Email Marketing and other online marketing management tools.