Digital Marketing Nanodegree Program Syllabus, Study notes of Marketing

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Digital Marketing

N A N O D E G R E E P R O G R A M S Y L L A B U S

Overview

Learn to create marketing content, use social media to amplify your message, make content discoverable in search, run Ads campaigns and advertise on Facebook. Additionally, learn how display and video ads work and how to market with email, and measure and optimize with Google Analytics.

Prerequisites : No Experience Required

Flexible Learning : Self-paced, so you can learn on the schedule that works best for you

Estimated Time : 3 Months at 10 hrs/week

Need Help? udacity.com/advisor Discuss this program with an enrollment advisor.

I N CO L L A B O R AT I O N W I T H

LEARNING OUTCOMES

LESSON FOUR Who & When: Your Customer

Customers drive all marketing actions. Get to know this customer through empathy maps and hone in on your target by developing a user persona. Learn the different stages of the customer journey your customer will go through to reach you.

LESSON FIVE Where: Marketing Channels

There are many different ways to reach your customer at different stages in their journey, with an increasing number of marketing channels from which to choose. Align your choice of marketing channel with the customer journey to achieve the best results.

LESSON SIX

Why: Marketing Objectives & KPIs

Setting marketing objectives and measuring your progress toward them with Key Performance Indicators is a crucial step of the planning process.

Course 2: Content Strategy

Content is at the core of all marketing activity. In this course you learn how to plan your content marketing, how to develop content that works well for your target audience, and how to measure its impact.

LEARNING OUTCOMES

LESSON ONE Plan Your Content

A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content.

LESSON TWO Create Content

Great content has a few common components. In this lesson, you learn the power of storytelling, different frameworks you can use to tell persuasive stories, and how to make the most of your content with curation and repurposing.

LESSON THREE Distribute & Promote Content

Compelling content on its own won’t get the job done. In this lesson, you learn how to promote and distribute your content, and how to keep it all organized with a content calendar.

LESSON FOUR

Optimize Website UX & Landing Pages

Your website plays a crucial role in reaching your marketing objectives. In this lesson, you learn how to apply UX design principles to your website, and how to create and test landing pages.

Course 3: Social Media Marketing (Organic)

Social Media is a powerful channel for marketers. In this course, you learn more about the main social media platforms, how to manage your social media presence, and how to create effective content for each platform.

LEARNING OUTCOMES

LESSON ONE

Social Media Landscape

First, it’s important to understand the social media landscape. Plan your approach with the help of two popular frameworks and align your strategy with the customer journey.

LESSON TWO

Social Media Channels

We’ll take a closer look at Facebook, Instagram, Youtube, Twitter, and Snapchat. Deliver your message in the most important platforms for your audience. Find and work with influencers to help you.

LESSON THREE

Social Media Content

Each social media platform requires a distinct approach. In this lesson, you learn how to develop or adapt content for social media, how to make your content match the platform you choose, and how to create content that audiences will share.

LESSON FOUR

Implement & Monitor Campaigns

Success in social media requires careful monitoring and management of your content and your audience. Social media management tools, like Hootsuite, can help you get the most out of social media.

Course Project

Market Your Content

In this project we want you to practice producing and marketing content about a subject you know very well – yourself! First you are going to write a blog post. Next, you’ll craft social media post for three social platforms to share your blog post with your audience.

LESSON FIVE Measure Impact

As with all marketing campaigns, you’ll need to measure the impact of you social media efforts. Measure success in different platforms and learn the formula to predict virality.

LESSON SIX Jobs in Social Media Marketing

We describe what it’s like to be a Social Media Marketer and what skills recruiters look for in the hiring process.

LESSON FIVE

Facebook - Create and Manage Ads

Facebook ads require thoughtful planning. Learn how to create and run ads on Facebook, write compelling copy, choose the right images, test different ads, and evaluate the performance of ads using campaign examples.

LESSON SIX Jobs in Social Media Advertising

We describe what it’s like to be a Social Media Advertiser and what skills recruiters look for in the hiring process.

Course 5: Search Engine Optimization (SEO)

Search engines are an essential part of the online experience. Learn how to optimize your search engine presence through on-site and off-site activities, including how to develop your target keyword list, optimize your website UX and design, and execute a link building campaign.

LEARNING OUTCOMES

LESSON ONE How Search Works

To execute a successful SEO strategy, you need to know how search engines work. In this lesson, you’ll learn search engines basics.

LESSON TWO Keywords

SEO needs to align with the keywords that matter most to your target audience. In this lesson, you’ll learn about keywords, how to choose the right ones for your objectives, and how research can help you to identify them.

LESSON THREE On-Site SEO: Optimize UX & Design

Learn how to optimize the UX and design of your site to help search engines find and associate your content with your target keyword list.

LESSON FOUR

Off-Site SEO: Link-building

Inbound links to your content are crucial in determining your search engine ranking for your target keywords. Develop and execute a link building strategy to improve your site’s relevance and ranking.

LESSON FIVE

SEO Audit & Future of SEO

SEO is an ongoing effort, and it is important to audit your site on a regular basis to ensure optimal visibility. Execute a content and technical SEO audit, and explore tools that can help in this process.

LESSON SIX Jobs in SEO

We describe what it’s like to be a Search Engine Optimization (SEO) Marketer and what skills recruiters look for in the hiring process.

Course Project

Conduct an SEO Audit

In this project, you will audit a website or your company’s website and recommend actions to optimize its ranking in search engine results. You will recommend a target keyword list, evaluate the design and the UX of the site, and recommend improvements.

LEARNING OUTCOMES

LESSON FIVE SEM Metrics & Optimization

Measuring, monitoring, and optimizing your search advertising campaigns is the key to a successful return on investment (ROI). Discover key metrics to monitor and optimize your campaign performance.

LESSON SIX Jobs in SEM

We describe what it’s like to be a Search Engine Marketer (SEM) and what skills recruiters look for in the hiring process.

Course 7: Display Advertising

Display advertising was the first form of advertising on the web. It’s still a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this course, you learn how display advertising works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google’s AdWords.

Course Project

Evaluate a Display Ad

Campaign

In this project you will evaluate the results of a display advertising campaign and create a presentation of the results for management. Your summary will include the targeting strategy, creatives used, the results of the campaign, along with recommendations on how to improve the campaign.

LEARNING OUTCOMES

LESSON ONE How Do Display Ads Work?

Since its advent, display advertising has changed substantially. Learn about this evolving landscape, its opportunities, and how display ad serving works.

LESSON TWO Display Ads & Targeting

User targeting is crucial to the success of online display advertising. In this lesson, you learn about the different targeting options, from demographic targeting all the way to behavioral targeting.

LESSON THREE Sales Models

While early display advertising followed the traditional sales model used in the magazine industry, today an increasing number of display ads are sold programmatically, with ads traded in online marketplaces. Discover how the programmatic advertising landscape works.

LESSON FOUR

Display Ads in AdWords

Google AdWords is a powerful display advertising platform. In this lesson, learn how to create, target, test, and monitor a display advertising campaign using AdWords.

LESSON FIVE Video Advertising

Video is a fast-growing online platform, for consumers and advertisers alike. Explore different video ad types and how to create effective video ads.

LESSON SIX

Jobs in Display Advertising

We describe what it’s like to be a Digital Marketer and what skills recruiters look for in the hiring process.

LEARNING OUTCOMES

LESSON FIVE Evaluate Conversions

Discover how to set up your conversion goals in Google Analytics, evaluate your conversion success, and identify obstacles to conversion in your site and landing pages for different traffic sources.

LESSON SIX Optimize Campaign Budgets

All marketing action can be tracked. In this lesson, you learn how to evaluate the results of different campaigns using Google Analytics and how to compare results across platforms to further optimize your marketing budget.

LESSON SEVEN Jobs in Marketing Analytics

We describe what it’s like to work in Marketing Analytics and what skills recruiters look for in the hiring process.

Learn with the Best

Daniel Kob I N S T R U C TO R Dan is a digital media entrepreneur, visual storyteller, and Stanford MBA. He has worked in different roles in media, tech, and marketing in Europe and the US.

Julia Aspinal I N S T R U C TO R Julia is a digital marketer, front end engineer, and former Teach for America teacher. She has worked in marketing, product management, and web development roles at Scholastic, Udacity, and other companies.

Anke Audenaert I N S T R U C TO R Anke led the development of Digital Marketing programs at Udacity. She previously ran Market Research at Yahoo!, co-founded two companies, and is on the marketing faculty at UCLA Anderson.

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