VANDERBILT UNIVERSITY DIGITAL MARKETING BOOT CAMP · interact with businesses. Marketers are increasingly at the intersection of marketing and technology. The 18-week, virtual Digital

Vanderbilt University Digital Marketing Boot Camp - Powered by Trilogy Education Services, LLC

The field of marketing is evolving, and the rise of the digital economy is transforming how customers interact with businesses. Marketers are increasingly at the intersection of marketing and technology.

The 18-week, virtual Digital Marketing Boot Camp is a challenging, part-time program that prepares you to keep pace with this rapidly changing field. You’ll learn from a market-driven curriculum that is continually updated to ensure that your skills are what employers want — and more importantly, need.

Throughout the course, you will take a hands-on approach to learning digital advertising, web design, campaign analysis, content marketing, and more. You’ll complete the program with experience using a host of industry tools such as Google Ads, Google Analytics, Facebook Ads Manager, and WordPress.

It’s a candidate’s market: The demand for digital marketing talent is greater than the supply. - McKinley Marketing Partners

*https://mckinleymarketingpartners.com/2019/02/10-key-insights-from-the-2019-marketing-hiring-trends-report/

CURRICULUM OVERVIEW

DIGITAL MARKETING BOOT CAMP

VANDERBILT UNIVERSITY

Vanderbilt University Digital Marketing Boot Camp - Powered by Trilogy Education Services, LLC 1

You are an existing digital marketer who wants to supercharge your skills and advance your career.

Are you interested in growing your business, skill set, or marketing career? If so, or if any of the following describes your situation, enrolling in our Digital Marketing Boot Camp could be a smart career move:

You are an entrepreneur or business owner who wants to grow your business.

You are an aspiring digital marketer who wants to launch a new and exciting career.

You are a traditional marketer who wants to develop an in-demand, technical skill set.

IS THIS PROGRAM RIGHT FOR YOU?


You will complete the program with highly relevant skills, including*:

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

Marketing Strategy

• Brand Strategy• Brand Building• Campaign Objectives• Lead Generation• Conversion Funnels• Competitive Research • Content Strategy

Optimizing Campaigns and Websites

• WordPress• Content Optimization • Search Engine Optimization (SEO)• Link Building and Backlinks • Domain Authority • Conversion Tracking

Digital Advertising and Automation

• Paid Search Advertising and Analysis• Display Advertising and Analytics • Paid Social Media Advertising and Analytics • Retargeting and Audience Building • Measurement and Optimization • Customer Relationship Management • Marketing Automation

THE SKILLS YOU WILL GAIN


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 to be challenged in completing difficult real-world problems to demonstrate your new abilities. By the end of the program, you will have a strong professional portfolio showcasing your work.


Digital Marketing Coordinator Content Strategist

Search Engine Optimization Specialist

Growth Marketer Paid Search Specialist

Digital Marketing Manager Digital Marketing Analyst

Social Media Specialist Paid Social Specialist

Depending on experience, individuals who complete the program will be qualified for a wide range of roles, including:

REAL-WORLD APPLICATION, REAL JOBS


Develop digital marketing strategies that meet both short- and long-term business goals

Create, launch, and optimize search, social, display, and retargeting advertising campaigns

Optimize content and landing page experiences to improve customer engagement and conversion rates

Effectively manage and share customer data and touchpoints via CRM systems and databases

Build highly targeted audiences using demographics, affinity audiences, and more

Identify brand position and growth opportunities by performing thorough keyword and competitive research

Analyze and report on the effectiveness of campaigns and creative against objectives and metrics

Design and implement automated workflows to drive campaign efficiency

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

WHAT YOU WILL LEARN


PORTFOLIO PROJECTSPROJECT WORKDISCUSSION

Your portfolio signals to employers that you are ready for prime time! 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 of new technologies or concepts.

COURSE STRUCTUREOver the course of 18-weeks, you’ll attend informative lectures, participate in a variety of individual and team exercises, and work independently in the class and outside of class time. 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.


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 completing the program 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


It’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 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 real-world projects, ranging from marketing strategy to analyzing campaign results. You will use personal laptops to practice the skills and abilities included in

this course.

MEETING EMPLOYER EXPECTATIONS


PORTFOLIO PROJECTS

Put Your Website to Work Pick a cause, topic, or organization that you’re passionate about. Using your creative and technical prowess, create a content strategy and website that will drive awareness and engagement with the cause. Then, analyze and optimize the site’s performance to ensure you’re sharing it with as many people as possible.

Objectives:

• Identify brand position and growth opportunities with keyword and competitive research

• Plan a website that meets business objectives and aligns to target audience(s)

• Customize a website using best practices in design, copywriting, tracking, and SEO

• Use marketing analytics to identify and execute optimization strategies for the website

Skills:

• Keyword research• Competitive analysis • Content marketing • Link building

• WordPress design • SEO • Website analytics • A/B testing

Reward the Customer In the age of digital disruption, businesses’ physical locations often don’t see enough traffic to sustain sales. Your job is to devise a loyalty program that encourages repeat business. Create a multi-channel digital marketing plan and landing page that increases site traffic and ultimately, foot traffic. Objectives:

• Learn how to measure the success of campaigns using KPIs

• Build and launch search, social, and display campaigns from scratch

• Design a customer nurture strategy using email automation techniques

• Use marketing analytics to identify optimization opportunities for each channel

Skills:

• Digital ad design • Search engine

marketing • Display marketing • Campaign analysis

• Social media marketing • Optimization strategies• Customer relationship

management • Marketing automation


Module Description What You’ll Learn

Learning Module: Introduction to Digital Marketing

All great digital marketing strategies start with an understanding of the fundamentals. That’s why we start you with a crash course in the essentials, including how digital marketing channels can work together to meet business goals.

• Brand Building • Brand Strategy• Campaign Objectives• Lead Generation• Conversion Funnels• Competitive Research • Content Strategy

Learning Module: Optimizing Campaigns and Websites

Websites are the backbone of an online presence, supporting all digital marketing efforts. Learn how to design, manage, and optimize a website for searchability so that it can successfully support your campaigns and your customers.

• WordPress• Content Optimization • Search Engine Optimization• Link Building and Backlinks • Domain Authority • Conversion Tracking

Learning Module: Digital Advertising and Automation

Multi-channel campaigns maximize opportunities for brands to engage with customers. Get hands-on experience using industry platforms to develop, launch, and optimize campaigns on the channels consumers are increasingly spending their time on.

• Paid Content Strategy • Paid Search Advertising • Display Advertising • Paid Social Media Advertising • Remarketing • Measurement and Optimization • Customer Relationship

Management • Email Automation

Learning Module: Final Projects

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

• Dreaming up something fantastic and pushing the boundaries of what is reasonable and achievable

COURSE CURRICULUM BY MODULE

Documents

VANDERBILT UNIVERSITY DIGITAL MARKETING BOOT CAMP · interact with businesses. Marketers are increasingly at the intersection of marketing and technology. The 18-week, virtual Digital