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UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 1UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc.
“Nearly half of businesses (41%) invest more than $500,000 in digital
marketing every year.” - The Manifest, 20181
UCF DIGITAL MARKETING BOOT CAMPCURRICULUM OVERVIEW
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, technical SEO, and CRMs to conduct
business.
The 24-week UCF Digital Marketing Boot Camp is a challenging, part-time program that takes a
multidisciplinary approach to attaining proficiency in marketing strategy, digital advertising, and
modern tools in site analytics and reporting.
Throughout the course, you will gain experience with a host of popular tools and methods such
as campaign development, content marketing, HTML/CSS, MailChimp, and Facebook Insights.
You will also learn how these concepts are leveraged within marketing specializations from social
media strategy to public relations, as well as best practices for using these skills to add value to
1https://themanifest.com/digital-marketing/how-businesses-invest-digital-marketing
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 1
Are you a creative, curious, and ambitious professional looking to break into the
field of 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:
A marketing professional who wants to attain a more technical skill set in
the wake of their organization’s digital transformation.
A business professional, such as a sales representative, account manager,
or project manager, who wants to transition into the marketing sector and
understand how to apply technology skills to marketing.
A tech enthusiast looking to get his/her foot in the door in the world of
marketing
A manager who wants to supercharge his/her skill set to better understand
the marketing side of their organization.
Who Is This Program For?
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 2
Students will graduate with a foundation in Digital Marketing, including*:
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
*The material covered in this course is subject to change due to market demand.
The Skills Students Will Gain
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 3
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.
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 4
Individuals who complete the program will be qualified for a wide
range of roles, including:
Marketing Manager
Public Relations/ Communications
Specialist
Media Planner/Buyer
Marketing Specialist
Communications Specialist
Media Planner
Social Media Strategist
Communications Manager
Search Engine Optimization
Specialist
Social Media /Specialist
Director of Marketing
Public Relations Manager
Marketing Coordinator/Assistant
Market Research Analyst
Content Marketer
Digital Marketing Manager
Real World Application, Real Jobs
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 5
By the time they complete the program, students can expect to be able to:
Understand the principles of traditional marketing
and their application to the digital economy.
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.
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.
What Students Will Learn
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 6
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.
PORTFOLIO PROJECTS
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.
PROJECT WORK
You’ll work on timed in-class
exercises and projects individually
and in teams to put classroom
teachings into practice.
DISCUSSION
Instructor-led discussions cover
the background, history, and use
new technologies or concepts.
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 7
We’re Here To HelpAs individuals move up the learning curve, they’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 students can get assistance
from instructors, support staff, and their fellow classmates. In addition to learning digital
marketing, students will have access to career services that will help them prepare for
technical roles after graduation through resources and activities such as:
Career Content and Practice
Sessions
Online Career Events With
Industry Professionals
Soft Skills Training
One-on-One Career Coaching
Database of Customizable Tools
and Templates
• Multiple Technical Resume
Templates
• Creating an Elevator Pitch
• Developing a Bio
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 8
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 individuals how to apply what
they’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.
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 9
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.
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
Objectives
• Become deeply familiar with social media
advertising platforms.
• Practice designing marketing creatives.
• Practice implementing audience segmentation.
• Learn to optimize performance using
engagement metrics
Skills
• Content creation
• Audience segmentation
• Engagement analytics
• Social media ad optimization
Portfolio Projects
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 10
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
Keep Leads Warm (CRM/Marketing Strateg)
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
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.
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.
Portfolio continued...
UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 11
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, and 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
Course Curriculum By Module