Topic:

• Social Media: Organic & Paid

Breakdown:

• Introduction to top social media platforms and organic use cases
• Understanding the organic Facebook algorithm
• Breakout: Social media audit
• Facebook ads campaign fundamentals and optimization
• Walkthrough of Facebook Ads Manager

Topic:

• Search Engine Optimization (SEO) & Content Marketing

Breakdown:

• Introduction to SEO and top ranking factors
• Breakout: Google ranking exercise
• Optimizing key website elements for SEO
• Keyword research fundamentals
• Content creation for SEO
• Strategy for backlinks generation

Topic:

• Paid Search / Search Engine Marketing (SEM)

Breakdown:

• Why should a business use SEM? 
• Paid Search strategy and auction fundamentals
• Understanding keyword match types
• Revisiting Google Keyword Planner for SEM
• Walkthrough of Google Ads
• Intro to Dynamic Search Ads (DSA)

Topic:

• Analytics & Measurement

Breakdown:

• Intro to Google Analytics
• Google Analytics practicum: how to assess your site for common marketing challenges and insights
• Compare the usefulness of different digital attribution models
• Understand how ad tracking works and how to implement UTM codes

Topic:

• CRM & Retention

Breakdown:

• Develop an overall retargeting and retention strategy for your business
• Breakout: User journey mapping
• Optimize email marketing campaigns to your consumer lifecycle
• Walkthrough of Mailchimp
• Other social, search, and app remarketing tactics

Topic:

• App and Mobile Growth

Breakdown:

• Factors behind App Store Optimization (ASO)
• How ASO elements differ on the Apple App Store and the Google Play Store
• Structure of an Apple Search Ads campaign?
• App Growth flywheels through Organic and Paid channels

Topic:

• Mock Presentations, Project Review, & Course Recap

Breakdown:

• Mock presentations and feedback
• Review best-in-class past project example
• Course recap and career advice