Delivered in partnership with Jelly Academy.

Become a digital marketing expert ready to make a significant impact.

This program covers the foundations of digital marketing, including all aspects of Google Ads, Facebook & Instagram Ads, Social Media Strategy & Content Creation, Website Analytics, Search Engine Optimization, Public Relations, Email Marketing, and Growth Marketing. Participants gain essential knowledge, resources, and skills to excel in the competitive digital landscape. 

Key Learning Outcomes

• Develop a cohesive digital marketing and PR plan that includes digital ads, social media, public relations, website analytics and search engine optimization
• Position an organization and brands in the marketplace online and in media
• Recognize the ideal marketing channel an organization should be using - whether its traditional media, digital ads, social media or other content channels
• Discuss how companies become market driven and guide their strategies based on a shared understanding of markets and competition
• Develop strategy analysis, planning and control skills for an organization by applying online marketing strategy concepts and methods 
• Have the basic skills to complete the various certificate courses provided by Hootsuite, Facebook, Semrush and Google 
• Create and Manage Facebook & Instagram, and Google Ads
• Provide recommendations based on website analytics
• Conduct an SEO audit and provide recommendations based on the audit 
• Manage an email marketing campaign using Mailchimp 
• Create and execute a social media marketing plan 
• Provide detailed report on all aspects of social media marketing
• Develop SEO friendly Blog Posts 
• Create and manage TikTok marketing campaigns for business

Flexible Format: Learn at your own pace with recorded video modules led by industry experts.
Duration: 15.5 hours of video lessons, completed over 11 weeks.
Coursework:
          - 13.5 hours of mandatory quizzes
          - 11 hours of mandatory practical assignments
          - 50 hours of optional industry certifications
Credentials: Earn up to 11 industry-recognized credentials from Google, Meta, Hootsuite, and more.

Program Content

Before You Start: Introduction to Digital Marketing

The Digital Marketing Bootcamp is a comprehensive program designed to equip participants with essential skills in key digital marketing areas, including social media, content creation, public relations, SEO, social media ads, email marketing/automation, Google Ads, Google Analytics, and growth marketing. This course, crafted by experienced professionals in collaboration with Deanna Wampler, aims to prepare participants for the ever-evolving digital marketing landscape by providing practical skills and strategic insights.

• Identify the elements of digital marketing and distinguish its role from that of traditional marketing in modern business strategies.
• Grasp Customer Journey Mapping to inform and guide digital marketing strategies, optimizing the buying experience.
• Ensure you're ready for each module by understanding the necessary platforms and logins, as outlined in a detailed preparation checklist.

Week 1: Social Media Strategy

Participants learn how to identify their target market, which we personify as a Buyer Persona. Identifying this Persona is key to determining a brand's social media and digital marketing strategies. Building on this awareness, we then offer a foundational overview of the main social media channels (Facebook, TikTok, YouTube, Pinterest, Twitter, Instagram, LinkedIn), and their corresponding best practices in a successful strategy.

• Comprehension of the elements of a strong social presence and how to assess a company's social media engagement
• Strong familiarity with the main social media channels and the strengths and limitations of each
• Increased understanding of scheduling tools and their capabilities
• Utilize generative AI tools in the strategy development process 

Social Media Certificates: Hootsuite Social Media Marketing Certificate

Week 2: Social Media Content Creation

Participants learn how to identify their target market, which we personify as a Buyer Persona. Identifying this Persona is key to determining a brand's social media and digital marketing strategies. Building on this awareness, we then offer a foundational overview of the main social media channels (Facebook, TikTok, YouTube, Pinterest, Twitter, Instagram, LinkedIn), and their corresponding best practices in a successful strategy.

• Comprehension of the elements of a strong social presence and how to assess a company's social media engagement
• Strong familiarity with the main social media channels and the strengths and limitations of each
• Increased understanding of scheduling tools and their capabilities
• Utilize generative AI tools in the strategy development process 

Week 3: SEO

Participants learn what 'search engine optimization' means and gain strong insight into what makes a successful SEO strategy. We'll provide a foundational understanding of various factors that affect SEO, including onsite (technical) and offsite (public relations, list building, Google Maps, and Youtube). In addition, participants will learn how to audit a website's status with Google and rank the available tools for tracking and monitoring growth.

• Understand the business value of strong SEO tactics
• Differentiate between the various SEO avenues, the benefits of each one, and their role in marketing
• Utilize SEO Tools and platforms like Ahrefs, SEMRush and Screaming Frog, including AI features 

SEO Certificates: Semrush SEO Fundamentals Exam

Week 4: Google Ads

Participants will gain a foundational understanding of Google Search, Display and Youtube campaigns. Learn how they work, the keys to a successful stratey, and understand the benefits of the various campaign types, their challenges, and how to avoid wasted ad spend.

• Identify which campaign types to choose based on your business goals
• Conduct keyword research and design a keyword-targeting strategy
• Feel confident evaluating the effectiveness of Google ads
• Understand the AI machine learning that takes place in order to optimize campaigns, including smart bidding and responsive search ads
• How to build a Google Ads campaign

Google Ads Certificates: Google Ads Search Certification, Google Ads AI-Powered Performance Ads Certification, Google Ads Measurement Certification

Week 5: Facebook & Instagram Ads

Participants will gain a foundational understanding of Facebook and Instagram ad platforms, how they work, and what a successful strategy looks like. Learn which ad types work best for which business objectives, as well as the targeting possibilities for reaching your ideal customers.

• Understand which campaign types to choose based on your business goals
• Create a buyer persona of your target audience using the platform's targeting options
• Understand the AI machine learning that takes place in order to optimize campaigns, including audience targeting and creation of ad variations 
• How to build a Facebook Ads campaign
• Feel confident evaluating the effectiveness of Facebook and Instagram ads

Facebook + Instagram Ads Certificates: 100-101: Meta Certified Digital Marketing Associate

Week 6: Google Analytics

Understand the fundamentals of website traffic analytics, which are essential when it comes to understanding how your customers engage with your website and which of your marketing channels are performing using Google Analytics 4 and Google Tag Manager.

• Identify which of your marketing channels are driving performance
• Feel confident in setting up your own tags and triggers using Google Tag Manager in order to track your own goals
• Identify and leverage your most popular web pages
• Gain base knowledge of GA4's AI-powered capabilities, including anomaly detection, and purchase probability

Google Analytics Certificates: Google Analytics Certification

Week 7: Public Relations & Influencer Marketing

Participants will learn what 'public relations' really means, and gain insight into what a successful PR strategy looks like. Gain a foundational understanding of various PR elements including traditional, experiential, influencer partnerships, and thought leadership.

• Understand the benefits to a business of having a strong PR presence
• Understand the various PR elements, the benefits of each one, and their role in a broader campaign
• Master a drafted press release that could be released to the media

Public Relations Certificates: Meltwater Academy Media Monitoring Certification, Meltwater Academy Influencer Marketing Certification

Week 8: Email Marketing & Automation

Email marketing is a tried-and-true tactic delivering high ROI and enabling strong relationships with audiences. Participants will gain the fundamentals of email marketing and automation, how and when to fit it into your digital strategy, best practices, leading industry tools, and email metrics and KPIs.

• Build and maintain a compliant email list
• Create visually compelling and effective HTML-based email messages using industry-leading SaaS tools
• Feel confident in email automation best practices

Email Marketing & Automation Certificates: Mailchimp Academy Foundations Certification, Mailchimp Academy Email Automations Certification

Week 9: Growth Marketing Strategy

Growth Marketing Strategy brings all of the course modules together. In these sessions participants will learn how each tactic within digital marketing can be brought together for a complimentary marketing strategy that can be adjusted, tested, and analyzed with data and insights, to support the growth of a business. This module is broken into two sessions: Part 1: Introduction to Growth Marketing, and Part 2: Growth Marketing Analytics.

• Understand what Growth Marketing is, and why it is important for businesses
• Understand how to utilize CRM tools that support the development and refinement of a Growth Marketing strategy
• Understand the important metrics and data that support Growth Marketing

 Recommended Growth Marketing Certificate: Google Digital Marketing + E-commerce Certificate