Channel Strategy

• How to use each tool
• When to use each tool
• Optimizing outcomes
• Creating and executing experiments

Channel Options

• SEO
• SEM
• Paid Advertising
• Content Marketing
• Offline Techniques

Concepts

• Compare and contrast channels
• Audience/Persona building
• Certifications
• Career prep
• Analyzing data
• Capturing metrics
• Recommend actions based on data
• Calculate Return On Investment from campaign efforts
• Ethics, Legal, Privacy, and other related concerns

Tools

• Social Media Tools
• Google Ads
• Meta Ads
• Google Analytics 4
• Google Tag Manager
• Google Looker Studio
• CRM (Customer Relationship Management)

Agile Values & Practices

• Agile Manifesto
• Modern Agile
• Continuous Delivery
• Kanban & Scrum

• Code 101
• Code 102

Learn about marketing channel tactics and campaign strategy. This course is intended to teach students the practical tools and techniques used in a digital marketing career. Students will learn the array of channel options, including various social media tools, SEO, SEM, other paid advertising, content marketing, offline techniques, and related tools including Google Tag Manager, etc. Students leave with a core understanding of how and why to use each tool, and are able to compare and contrast each channel. Students also learn about audience/persona building and available certifications from Google around Analytics and Ads. Students will be able to optimize outcomes for the business by setting up and executing experiments. Students who successfully complete the program will be ready to launch their career in digital marketing!

By the end of this course, you will:

• Have the option to pursue third-party certification programs if they choose (e.g. Google Analytics 4 Certification or Meta Ad Certification).
• Be able to analyze and draw conclusions from the data to support recommended actions
• Know how to calculate and demonstrate return on investment from campaign efforts.
• Demonstrate aptitude in Google Analytics 4, Google Tag Manager, Google Looker Studio, metrics capture, and data analysis.
• Obtain hands-on experience with Google Analytics by creating and utilizing a free Google Analytics Demo account.
• Apply Agile mindset to digital marketing processes.
• Utilize end-to-end customer relationship management systems and full marketing technology stacks.
• Understand ethics, legal, privacy, and other related concerns.
• Complete a Digital Marketing project with a corporate or startup partner.
• Be ready to conduct a successful job search and obtain a job as a Digital Marketing Developer.

Once you are accepted into the course, please complete the assigned prework.

Students are required to have their own laptop with plenty of free space on the hard drive. Students are also required to create accounts to access a variety of hands-on interactive and supplementary learning resources and certification modules through third-party integrations. Students should always contact the instructors immediately if they are having difficulties setting up any required accounts outlined in the Syllabus or described as part of assignments in the learning modules.

DeltaV Code School provides only a pass/fail transcript and does not assign letter grades to each student. However, to monitor student progress throughout each program, DeltaV Code School uses a point-based grading system that is introduced to the students on the first day of each program. In order to pass the class, students must attain at least 90% of available points. For more information, see Grading System and Disciplinary Action For Low Grades.

Participation in Online discussions, successful completion of assignments, punctual attendance in mandatory Online one-on-one sessions or client project meetings, if applicable, and demonstration of professional courtesy to others are required. Passing requires at least 90% participation. Students should always contact the instructors ahead of time if they are unable to attend all or part of scheduled sessions or meetings.

Laura Kinnard obtained her MBA with an Internet Marketing Specialty designation from the Florida Institute of Technology and has an Advertising Management degree with a Marketing Concentration from Drake University.

As an Internet and social-savvy marketing adviser and doer with over 20 years of holistic marketing experience, Laura has developed Digital Marketing programs for local and global clients, as well as developed and delivered the curriculum and training modules for over a dozen higher education, governmental, and non-profit organizations.

She was also awarded a reciprocal grant in 2017 through the US State Department’s Young African Leadership Initiative (YALI) and traveled to Africa, to provide entrepreneurial management and marketing training in Nigeria.