Growth Marketing and Multi-channel Digital Marketing Capstone
In the real world, companies use multiple channels for marketing efforts. Campaigns are spread across social media, email, search, and more for maximum reach and engagement, leading to multi-channel strategies. In this course, you'll learn to create effective multi-channel marketing plans, considering the advantages and disadvantages of each platform. By the end, you'll produce a portfolio-worthy digital marketing campaign plan that utilizes multiple channels.
Course Topics
Leveraging the Unique Attributes of Various Platforms
The distinctive features and advantages of different digital marketing platforms can be combined and leveraged for maximum impact. Students will learn these frameworks of thinking and apply them to marketing campaign designing and planning.
Targeted Growth through Multi-channel Marketing
Engaging the customer base through multiple channels can supercharge growth if the right marketing strategies are applied. Students will evaluate different marketing strategies according to their impact on growth throughout different customer segments and customer lifecycle stages.
Goal-oriented Campaign Design
Truly interconnected multi-channel campaigns are complex and require focused goal-setting to keep the strategies surrounding each platform effectively aligned. Students will apply this distinct goal-setting thinking to their own campaign plans.
Multi-channel Experimentation
Students will learn the nuances of producing hypotheses and designing experiments for multiple channels.
Multi-channel Data Collection and Analysis
More platforms and channels means more data and insights, which is both useful and potentially overwhelming. Students will learn how to organize and analyze this data to extract the most valuable information for informing marketing decisions.
Creating a Digital Marketing Portfolio
Students will produce a portfolio of their digital marketing projects that is job application-ready.
400
Disclosure
This course is delivered online through an institution of the Lower Cost Models Consortium (LCMC) that is different than your degree-granting institution that awards the academic credit for the course.
