AI Academy

The Digital Marketing Revolution

Instructor: Aric Rindfleisch , Steve Raquel Duration: 2 weeks at 10 hours a week
Objective 1 Understand the key differences between Analog and Digital and the implications of these differences for marketing
Objective 2 Understand the four ways in which the Analog is being affected by the Digital Revolution
Objective 3 Develop and apply critical thinking skills regarding the role of both the Analog and the Digital upon both firms and consumers
Objective 4 Learn several real-world examples of various strategies for successful marketing of Analog products and services in an increasingly Digital World
Customer experience improvement
Business Transformation
Global Marketing
Consumer Behaviour
Innovation
Marketing Strategies
Marketing Channel
Marketing
Digital Marketing
Business Strategy
MarTech
Digital Transformation

Marketing in a Digital World

Instructor: Aric Rindfleisch , Steve Raquel Duration: 8 hours to complete
Objective 1 Obtain a rich understanding of the foundation of marketing and how this foundation is being shifted due to the rise of the digital revolution.
Objective 2 Apply critical thinking skills regarding the role of digital tools and their impact upon both firms and consumers.
Objective 3 Learn several real-world examples of how digital tools are being applied to enhance and enrich a variety of marketing activities.
Customer Engagement
E-Commerce
Digital Transformation
Price Negotiation
Innovation
MarTech
Product Promotion
Digital Advertising
Digital Marketing
Marketing Strategies
Consumer Behaviour
Marketing
Product Development

Digital Marketing Analytics in Theory

Instructor: Kevin Hartman Duration: Approx. 20 hours
Objective 1 Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals
Objective 2 Understand frameworks and approaches to measuring consumers’ digital actions
Objective 3 Learn to evaluate and choose appropriate web analytics tools and techniques
Objective 4 Earn familiarity with the unique measurement opportunities and challenges presented by New Media
Digital Marketing
Marketing Effectiveness
Marketing
Consumer Behaviour
Web Analytics
Data analysis
Analytics
Data Visualization Software
Marketing Strategies
Marketing Analytics
Regulatory Compliance
Data Collection

Digital Marketing Analytics in Practice

Instructor: Kevin Hartman Duration: 7 hours to complete
Objective 1 Gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data
Objective 2 Learn to evaluate and choose appropriate web analytics tools and techniques
Objective 3 Utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages
Objective 4 Understand approaches to visualizing data effectively
Web Analytics
Data analysis
Data Collection
Digital Marketing
Trend Analysis
Google Analytics
Marketing Analytics
Analytics
Digital Advertising
Marketing
Data Storytelling
Information Privacy

Digital Media and Marketing Principles

Instructor: Mike Yao Duration: Approx. 20 hours
Objective 1 Develop an overview of the digital marketing communication landscape.
Objective 2 Examine various marketing activities from a communication perspective
Objective 3 Discuss the roles and functions of both traditional and digital media channels in marketing communication.
Objective 4 Align your marketing goals with various digital marketing strategies and the appropriate media channels.
Social Media Marketing
Digital Advertising
Personalized Service
Media Planning
Marketing
Emerging Technologies
Communication
Branding
Search Engine Marketing
Digital Marketing
Digital Media Strategy
Electronic Media
Integrated Marketing Communications
Mobile Banking
Consumer Behaviour
Marketing Strategies
Online Advertising
Marketing Communications

Digital Media and Marketing Strategies

Instructor: Mike Yao , Marisa Peacock Duration: 8 hours to complete
Objective 1 Strategically develop a digital marketing communication plan.
Objective 2 Appropriately relate your marketing goals with the communication strategies and the channels.
Objective 3 Effectively employ the right tools and strategies to amplify the impact of your digital campaign through digital and social media.
Objective 4 Identify the key performance indicators and analyze the return on investment of a digital campaign.
Search Engine Optimization
Customer Relationship Management
Integrated Marketing Communications
Marketing Effectiveness
Shared Media
Paid media
Digital Marketing
Content Marketing
Marketing Strategies
Social Media Marketing
Key Performance Indicators (KPIs)
Owned Media
Risk Management
Digital Media Strategy
Social Media
Online Advertising

Digital Marketing Capstone

Instructor: Aric Rindfleisch , Kevin Hartman , Vishal Sachdev , Mike Yao Duration: Approx. 17 hours
Objective 1 Apply the process of analyzing a client to setup a basis for a digital campaign.
Objective 2 Map out the Consumer Decision Journey.
Objective 3 Apply the Plan, Collect, Analyze, Report framework to focus your campaign.
Objective 4 Create a content and channel strategy to support the campaign objectives.
Customer Analysis
Online Advertising
Digital Marketing
Marketing Analytics
Email Marketing
Key Performance Indicators (KPIs)
Search Engine Optimization
Advertising Campaigns
Performance Analysis
Keyword Research
Marketing Strategies
Consumer Behaviour
Web Analytics and SEO
Web Content