Digital Marketing

In this module, students will learn what project management is, what restrictions exist in projects how they are interconnected, what qualities a project coordinator should have, and how communication between project stakeholders affect the project. Students will learn how to manage relationships with project stakeholders: customers, contractors, and employees. Students will also learn how to use Project Management and Customer Relationship Management Systems.

Topics:

• Customer Care and Project Management – What is a project?
• Time Management (Deadlines & Deliverables)
• Interested Parties of The Project (Stakeholders)
• The Ideal Project Manager
• Flexible Project Managerment

Students will learn how to manage user behavior on a site, what goaloriented design flow is, how to encourage users to click on a Call-ToAction button and the correct placement for CTAs. Students will analyze why advertising works on some sites but not on others and what makes an app on a smartphone “convenient”. This module focuses on practical knowledge, stressing the value of design and user flow.

Topics:

• UX Basics – Design: Trends, Insight, and Data Drawing Design
•  User Interaction
•  UX in Social Networks

Students will develop their first website from scratch. Under the guidance of an experienced mentor, they will create their first website or landing page on Tilda.

Topics:
• Acquaintance with Tilda. Working with templates and creating a landing page.
• Setting up a site on Tilda and integrating forms

Practice: creating a landing page / website on Tilda.

In this module, students will learn about marketing analytic tools for analyzing advertising platforms and social networks. Students will learn how to read and optimize campaigns based on industry standard campaign analytics. Students will learn how to effectively target their target audience, and learn to make informed decisions based on the data that will increase the effectiveness of your advertising.

Topics:

• Google Analytics
• Google Tag Manager
• Setting Goals

In this module, students will become a specialist in contextual advertising. They will learn what MCC, how to manage bids, how to calculate the cost per click, and much more.

Topics:

• Principles of Contextual Advertising
• Creation of Advertising Accounts
• Writing Effective Ads
• Campaign Set Up
• Google Keyword Planner
• MCC
• Creating A Media Plan
• Audit and Analytics
• Certification

In this module, students will dive into the world of creative content. Students will learn what makes effective creative in publications and in social networks that grab a user’s attention as well as qualified leads.

Topics:

• Project Content
• PR and Partner Placements
• Lead Generation
• Creative Content and SEO
• Creating Content For Social Networks
• Trends in Content Creation

This module is hours of relevant information transform students into social media specialists. The program is based on deep theoretical knowledge with industry-leading guest speakers, who have worked to promote more than 200 different brands on social media.

Topics:

• Introduction to Social Media Marketing
• Promotion Strategy Development
• Content Development
• Content Promotion
• New Advertising Formats
• Processing Feedback and Community Management
• Sales in SMM
• Personal Brand and Employee Resources

Students will follow the implementation cycle, from creation and design to advertising and customers.

Topics:

• Social Networks & Targeted Advertisin. Advertising tools
• Familiarity with Facebook Business and its functionality. Create an account
• Facebook Pixel: install, configure, checkAudience. Varieties and customization
• Geo targeting, interest-based audiences, look-a-like and overlapping audiences
• Lead generator. Creation and launch of advertising Leads Add
• Analytics and Reporting

This module is designed to not only give students an understand of Search Engine Optimization, but also teach them the tools needed to successfully apply this knowledge in practice. Students will learn how to independently promote their projects as well as how to effectively manage an SEO Specialist to ensure they reach their goals.

Topics:

• SEO Introduction
• Setting Promotion Goals
• On-Site SEO
• Search Submission
• Technical Optimization
• External Ranking Factors
• Additional Ranking Factors
• Roll-Out Plan

Students will learn how to maintain marketing communications via email and the importance of content marketing directly to consumer inboxes.

Students will additionally have the opportunity to take workshops with teachers and invited speakers on such topics

• Chatbots: application, formats and cases
• CRM systems and sales funnels
• An introduction to traffic arbitrage
• Freelance work: project search resources
• Preparation for defense: project presentation skills

At the beginning of the training, the student chooses a project, which he continues to refine during each module, applying new knowledge and skills. At the end, each presents a digital marketing strategy for their project.