THE DIGITAL MARKETING BOOT CAMPThe 24-week, in-person Digital Marketing Boot Camp is a challenging, part-time program that prepares you to develop impactful marketing plans across

THE DIGITAL MARKETING BOOT CAMP at UCI Continuing Education

“Nearly half of businesses (41%) invest more than $500,000 in digital marketing every year.” - The Manifest, 2018

The field of marketing is evolving. The rise of the digital economy is transforming how customers interact with businesses. Marketers are increasingly at the intersection of marketing and technology, harnessing Google Ads and Google Analytics, search engine optimization, and Tableau to conduct business.

The 24-week, in-person Digital Marketing Boot Camp is a challenging, part-time program that prepares you to develop impactful marketing plans across verticals and drive channel-specific strategies.

Throughout the course, you will take a hands-on approach to learning digital advertising, social media marketing, web analytics and design, content marketing, and reporting. You’ll graduate with experience using a host of industry tools such as Google Keyword Planner, Salesforce, MailChimp, and Facebook Insights.

Curriculum Overview

The Digital Marketing Boot Camp at UC Irvine Continuing Education - Powered by Trilogy Education Services, a 2U, Inc. Brand

The Digital Marketing Boot Camp at UC Irvine Continuing Education - Powered by Trilogy Education Services, a 2U, Inc. Brand 1

Are you a creative, curious, and ambitious professional with a passion for digital marketing? If so, or if any of the following describes your situation, enrolling in our Digital Marketing Boot Camp could be a smart career move:

An entrepreneur or business owner who wants to grow their business.

An aspiring digital marketer who wants to launch a new and exciting career.

A traditional marketer who wants to develop an in-demand, technical skillset.

An existing digital marketer who wants to supercharge their skills and advance their career.

Who Is This Program For?


The Skills Students Will Gain

You will graduate with a certificate of completion from UCI Continuing Education and foundation in Digital Marketing, including*:

*The material covered in this course is subject to change due to market demand.

Marketing Strategy• Brand Strategy• Brand Building• Campaign Development• Lead Generation• Conversion Funnels• Marketing Metrics• Marketing Optimization• Product/Market Fit

Digital Advertising• Pay-Per-Click• Budgeting• Paid/Organic Search• Google Keyword Planner• Google Ads• Retargeting• Audience Building• Affiliate Marketing• Display Advertising• Native Advertising

Web Analytics and Design• Search Engine Optimization• Google Analytics• A/B Testing• HTML/CSS• JavaScript• Wordpress

Content Marketing• Content Mapping• Growth Marketing• Social Media Analytics• Social Media Platforms• Topic Clusters and Pillar Pages• Search Engine Optimization (SEO)

for Content

Email Marketing & Customer Relationship Management (CRM)• CRMs like Salesforce• MailChimp• Reporting and dashboarding software

like Tableau


Building on the BasicsMarketing departments are increasingly leveraging technology so employees require not only marketing knowledge but technical knowledge to succeed.

That’s why our curriculum is designed to provide you with a deep foundation on the core technical skills needed to succeed in the field. Throughout the program, expect to learn brand new skills and be challenged in completing difficult real-world problems to demonstrate your new abilities. By the program’s end, you will have a strong professional portfolio showcasing your work.


Real World Application, Real Jobs

Individuals who complete the program will be qualified for a wide range of roles, including:

Marketing Manager

Marketing Specialist

Social Media Strategist

Social Media Specialist

Marketing Coordinator

Communications Specialist

Public Relations Specialist

Communications Manager

Public Relations Manager

Director of Marketing

Market Research Analyst

Media Buyer

Media Planner

Digital Marketing Manager

Search Engine Optimization Specialist

Content Marketer


What Students Will Learn

By the time you complete the program, you can expect to be able to:

• Understand the principles of traditional marketing and their application to the digital economy.

• Create a social media strategy to meet key business goals related to specific target audiences.

• Automate and optimize your email marketing using A/B testing, segmentation, and marketing analytics.

• Use Customer Relationship Management (CRM) software to track leads, opportunities, and customers through the marketing lifecycle.

• Design marketing reporting with visualization tools like Tableau.

• Create, communicate, and execute branding strategy for a variety of business types.

• Enact a data-driven marketing strategy using modern tools to enable continuous improvement.

• Analyze product market fit and create a value proposition for potential customers.

• Leverage paid and organic search by using tools like Google Ads and Google Keyword Planner.

• Design a web page using Wordpress and customize it using HTML/CSS and JavaScript.

• Conduct Search Engine Optimization leveraging tools like Google Trends.

• Optimize website traffic using tools like Google Analytics.


Portfolio ProjectsProject WorkDiscussion

Your portfolio signals to employers that you are ready for primetime! You’ll build

a substantial portfolio of projects that demonstrate your abilities across a

wide variety of technologies.

You’ll work on timed in-class exercises and projects individually and in teams to put

classroom teachings into practice.

Instructor-led discussions cover the background, history, and use new

technologies or concepts.

Course StructureOver the course of 24 weeks, you’ll attend informative lectures, participate in a variety of individual and team exercises, and work independently in the classroom and at home. Homework assignments provide an opportunity to apply what you’ve learned and build on it. The goal is to give you a comprehensive learning experience and true insight into a “day in the life” of a Digital Marketing professional.


Soft Skills Training

One-on-One Career Coaching

Career Content and Practice Sessions Online Career Events With Industry Professionals

We’re Here To HelpAs you move up the learning curve, you’re likely to have questions around some of the concepts covered in class. We’re here to help—through in-person and virtual office hours, as well as a dedicated #slack channel where you can get assistance from instructors, support staff, and your fellow classmates. In addition to learning digital marketing, you’ll have access to career services that will help you prepare for technical roles after graduation through resources and activities such as:

Database of Customizable Tools and Templates

• Multiple Technical Resume Templates• Creating an Elevator Pitch• Developing a Bio


Meeting Employer ExpectationsIt’s a fact: companies care about what a person can do, not what a person says they can do. For that reason, our curriculum teaches you how to apply what you’ve learned to simulated and lab-based environments. You will be able to talk to future employers about these projects and showcase them as part of your future professional portfolio.

The curriculum emphasizes in-depth exploratory labs, ranging from building a full-blown company marketing strategy to analyzing marketing campaign results. You will use personal laptops to practice the skills and abilities included in this course.


Portfolio Projects

New Business, Who Dis? (Social Media Advertising)Description: You’ve just been hired to pitch a social media strategy to a new company in town! The company is eager to become a household name; they want to use at least two different social media platforms to get their name out there. You need to come to the pitch with example ads for the platforms, SEO recommendations and a plan for optimizing engagement should you win the business.

Skills• Content creation • Audience segmentation• Engagement analytics • Social media ad optimization

Objectives• Become deeply familiar with social media

advertising platforms.• Practice designing marketing creatives.• Practice implementing audience segmentation.• Learn to optimize performance using engagement metrics.

Mom-and-Pop Need a Shop (Web Design/Click Stream Analytics)Description: Your favorite local business is struggling to stay in business. After talking to the owners, you realize their website is in desperate need of a redesign! In an effort to help them turn their business around, you’ve decided to build them a website that is sure to bring them more site traffic and ultimately, more foot traffic.

Skills• HTML/CSS• Web Design• Wordpress• Technical SEO

Objectives• Create an online presence using Wordpress.• Customize your website to meet your clients’ needs using

HTML and CSS.• Optimize website traffic using technical SEO.


Portfolio Projects

Get to the Inbox (Email Marketing/Analytics)Description: You have just started a new career in Digital Marketing and your company is throwing you into the deep end! You’ve been asked to take a look at existing email campaigns and find ways to reach more potential customers and turn them into product evangelists. After your analysis, you’ll design a new email campaign strategy to knock your company’s socks off.

Skills• Marketing Analytics• Email Campaign Strategy• Mailchimp

Objectives• Learn how to measure the success of email campaigns

using KPIs.• Learn to use marketing analytics to identify optimizations for

email campaigns.• Apply key optimizations to create new campaign strategies.• Create new campaigns and integrate continuous analysis

practices using Mailchimp.

Keep Leads Warm (CRM/Marketing Strategy)Description: Your success in other areas of the business has earned you a new title, Marketing Analyst. Your new charge? Re-engage potential customers that didn’t bite last time in a whole new way. You’ll start by analyzing your database and finding the best group to try to re-target. Next, you’ll design a new strategy to entice them using A/B testing, campaign automation, and create a presentation to WOW your company.

Skills• CRMs• A/B Testing• Strategy Documentation

Objectives• Leverage CRM databases to identify and create segments of

cold leads for retargeting.• Create a strategy for re-engagement leveraging

marketing analytics• Incorporate A/B testing and segmenting into your campaign

to increase success of re-targeting.• Integrate marketing analytics like open rate, bounce rate,

CTR, and conversion to measure and optimize your campaigns.


Course Curriculum By Module

Module Description What You’ll Learn

Learning Module:Intro to Marketing/ Marketing Strategy

Students begin with an introduction to fundamental concepts of traditional marketing, before diving headfirst into strategy. Individuals will understand the breadth of the marketing lifecycle and how to take advantage of various touchpoints and optimize marketing metrics.

» Brand Strategy

» Brand Building

» Lead Generation

» Conversion Funnels

» Marketing Metrics

» Marketing Optimization

» Campaign Development

» Product/Market Fit

Learning Module:Digital Advertising

Students will be exposed to the platforms and tools by which digital marketers reach their customers. They’ll explore how to target new customers, retarget past customers, and keep potential and current customers engaged through a variety of tools and technologies.

» Social Media Platforms

» Email Marketing

» Marketing Automation

» Search Advertising

» Retargeting

» Affiliate Marketing

» Display Advertising

» Native Advertising

» Content Marketing

Learning Module:Web Design and Site Analytics

Dive into all things web pages including design, interactivity, and analytics. Students will gain experience with HTML/CSS/JavaScript, SEO, Wordpress, and Google Analytics.

» UX and Graphic Design » Wordpress » HTML/CSS » JavaScript » Search Engine Optimization » Technical SEO » Google Trends » Google Keyword Planner » Google Analytics » Google Ads » Outbrain » A/B Testing

Learning Module:Reporting and Visualization

Students will explore Customer Relationship Management software, reporting with Tableau, and Customer Journey Mapping.

» CRMs » Salesforce » Touchpoints and Conversion Paths » Attribution Models » Tableau

Learning Module:Final Projects

Students will work in small groups to leverage the software, skills, and techniques learned throughout the course in this final project to showcase to the world what they’ve achieved!

» Dreaming up something fantastic and pushing the bounds of what is reasonable and achievable

Documents

THE DIGITAL MARKETING BOOT CAMPThe 24-week, in-person Digital Marketing Boot Camp is a challenging, part-time program that prepares you to develop impactful marketing plans across