About This Course
In this course, you’ll learn to design a data-driven marketing program that can directly support a company’s strategic goals. You’ll get an introduction to the financial and analytical side of digital marketing plans, including how to budget and forecast outcomes. You’ll also learn how testing helps marketers refine campaigns and achieve stronger returns on their marketing investments.
You’ll become familiar with common digital marketing tools and learn about frameworks you can use to evaluate marketing technologies. You’ll also explore how marketing automation can help deliver personalized and relevant digital experiences for customers.
What You’ll Learn
- Different marketing strategies for different business stages
- Digital marketing planning and financial basics
- The key elements of the marketing tech stack
- An overview of marketing automation
- Testing and other strategies for optimizing marketing programs
Get Hands-On Experience
- Build a paid media plan for a mock company
- Get acquainted with Google Analytics, ad planning tools, customer relationship management systems and other tools
