Program Learning Outcomes

Describe the role of marketing in the context of broader business operations and objectives.

Explain the market positioning and unique value proposition of a company and/or product.

Develop segmentation of customers and user personas.

Identify the various online and offline marketing channels and rationale for marketing through each.

Summarize key marketing metrics and the purpose of backwards planning and measurement of marketing efforts with respect to these objectives.

Recognize the fundamentals of consumer psychology and buying motivations.

Describe the process of creating an effective content strategy and communicating it.

Demonstrate the ability to create written copy for marketing content that aligns with a brand and target audience for primary marketing channels.

Explain the principles and best practices of visual design when creating marketing collateral.

Summarize introductory concepts of search engine optimization.

Describe the role of social media in a marketing campaign and differences in voice and audience across various social media channels.

Recognize best practices in the lifecycle of a social media campaign.

Calculate bids and the costs that come with social media advertising.

Demonstrate how to run a social media campaign on Facebook and the key metrics for optimization.

Explain best practices of the lifecycle of a search campaign.

Explain best practices of the lifecycle of a display campaign.

Calculate the bids and costs of search and display advertising.

Describe how to perform a search and display campaign and the key metrics for optimization.

Recognize best practices for the lifecycle of an email campaign.

Describe the strategy to generate an email list.

Demonstrate email automation tools and how they can help launch email campaigns.

Describe how to develop an email plan to launch multiple email campaigns at one time.