Digital Marketing Capstone

Instructor: Aric Rindfleisch , Kevin Hartman , Vishal Sachdev , Mike Yao

Beginner Level • Approx. 17 hours • Flexible Schedule

What You'll Learn

  • Apply the process of analyzing a client to setup a basis for a digital campaign.
  • Map out the Consumer Decision Journey.
  • Apply the Plan, Collect, Analyze, Report framework to focus your campaign.
  • Create a content and channel strategy to support the campaign objectives.

Skills You'll Gain

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

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 6 modules in this course

In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.

In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.

In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.

In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.

In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy

In this module, you will bring together the previous module submissions in a final report