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Digital Marketing Curriculum
Marketers are increasingly at the intersection of marketing and technology, harnessing Google ads and Google analytics, technical SEO, and CRMs to conduct business.
For that reason, the curriculum at Rice University Digital Marketing Boot Camp provides students with a range of foundational technical skills needed in the field. Complete real-world problems using a host of popular tools and methods, and learn marketing specializations and best practices. By the program’s end, you will have a strong professional portfolio showcasing your work.
Part-Time Digital Marketing
Optional Pre-Course Module: Marketing Fundamentals
Description:
If you’re coming to the course with no prior marketing experience (or you’d like a refresher on marketing fundamentals), this self-paced online module will get you up to speed on essential marketing skills.
What You Will Learn:
- Value Propositions
- Marketing Research
- Audience Segmentation
- Branding
- Marketing Objectives & KPIs
- Customer Journeys
- Marketing Funnels
- Marketing Plans
Learning Module: Digital Marketing Strategy
Description:
All successful campaigns begin with a solid marketing strategy. 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, how to use data to guide campaigns, and how to find the right strategy for different businesses.
What You Will Learn:
- Digital Marketing Channels
- Data Strategies
- Digital Marketing for Different Business Models
- Content Strategy
- Organic Social Media
Learning Module: Optimizing Campaigns and Websites
Description:
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.
What You Will Learn:
- Website Creation
- Content Optimization
- Search Engine Optimization
- Link Building and Backlinks
- Website Analytics
- Conversion Tracking
Learning Module: Digital Advertising and Automation
Description:
Multichannel 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.
What You Will Learn:
- Paid Search
- Social Media Advertising
- Display Advertising
- Retargeting
- Measurement and Optimization
- Customer Relationship Management
- Marketing Automation
Optional Post-Course Module: Building a Digital Marketing Portfolio
Description:
Want your new skills to get noticed? Complete this self-paced module to learn how to highlight your work, optimize your professional presence, and impress hiring managers. Pair it up with career coaching sessions to really stand out in the job market.
What You Will Learn:
- How to brand yourself for your career search or promotions
- How to curate and optimize coursework for your portfolio
- How to design a web-based portfolio
- How to develop a promotional plan