Instructor: Ben Kirshner, Former CEO and Founder of Tinuiti. Tinuiti is the Largest Independent Performance Marketing Agency in North America. With over 1000 employees, 500 customers and over 3B in Media under Management

Digital marketing has transformed the 21^st century and has upended the playbooks of every major corporation. This Digital Marketing elective course will teach you how you can unleash your digital marketing prowess over 7 weeks of hands-on exercises and data analysis. You will be taught by the best of the best experts from the leading performance marketing firms in North America. Combined these four firms manage over 10B of media spend annually across the digital marketing industry.

This is a half-course based on lectures and exercises to help students learn the modern tools of Digital Marketing and how to use them effectively in a Marketing Campaign. Students will apply the learnings from each class to a simulated business to get a hands on experience with the tools and continuous feedback on what they are learning.

Educational Objectives

The Digital marketing Workshop will teach you how to effectively use the digital marketing tools to be effective at marketing. These will include an understanding and deployment of Search Engine Optimization(SEO), Search Engine Management(SEM), Measuring Impact of Media Strategy, Social Media Marketing, Selling on Amazon Platform, Understanding, Buying and Deploying Programmatic Display Ads, SMS/Mobile Marketing, WebAnalytics and Data Science.

Course Content and Organization:

Module 1: Digital Marketing overview

Upon successful completion of this week, you should be able to:

1. Prepare for the upcoming 7 weeks of hands-on exercises.

2. Familiarize yourself with the final presentation expectations.

3. Understand the Digital marketing landscape

Module 2: Search Engine Marketing and Google Shopping

Upon successful completion of this week, you should be able to:

1. Be able to understand every lever you can pull in setting up a Google Adwords and Google Shopping Account

2. You will leave the section knowing what are the best practices and optimization techniques for creating a positive ROI using Google.

Module 3: Search Engine Optimization

Upon successful completion of this week, you should be able to:

1. Perform an SEO Audit

2. Analyze SEO data and analytics

3. Understand how SEO works

4. See how SEO fits into the overall Marketing Strategy

Module 4: Performance Partnerships

Upon successful completion of this week, you should be able to:

1. Understand what an affiliate/partner program is, how it works and how influencer marketing is integrating

2. How it differs from other digital marketing channels (SEM, Paid Social, etc)

3. Who the key players in the affiliate/partnership space are and what technology is used.

4. Why partnerships are the future of marketing

Module 5: SMS/Mobile Marketing

Upon successful completion of this week, you should be able to:

1. Understanding the entirety of the mobile ecosystem is essential for founders, entrepreneurs, CMOs, and marketers of all levels.

2. Use Audience development (tools such as Global Web Index, Data.ai)

3. Understand App Store Optimization (ASO) and Conversion Rate Optimization (CRO) for mobile and technical requirements

Module 6: Amazon and Retail Media Marketing

Upon successful completion of this week, you should be able to:

1. Understanding the power of the Amazon DSP

2. How Brands sell on Amazon

3. How brands win on Amazon

Module 7: Display Advertising

Students will walk away understanding how this complex group of ad tech tools interact with each other and have awareness of when you place an ad online understanding the different layers of touchpoints the ad travels before the user sees it.

Module 8: Social Media Advertising

Students will be immersed in the day-to-day activities of paid social media strategy, planning, and activation, highlighting the work that goes into developing successful, bespoke paid social programs

Module 9: Media Planning

learn how media strategies are developed and deployed into market, grounded in actual advertiser goals and data. Students will be immersed in the day to day activities of media strategy, highlighting the work that goes into executing successful, bespoke media plans.

Modules 10-13:

The program is designed to offer students a chance to learn marketing analytics as practiced in the industry, immersed in actual industry use cases with real-world data.

The following topics will be covered:

o Marketing attribution

o Web analytics

o Marketing measurement

o Experimentation

o Incrementality

Modules 14: Final Presentations

Upon successful completion of this week, you should be able to: Present traffic models and forecasts to the class

Grading:

Grades will be earned through the following activities:

• 80% Class Participation and In-Class Exercises

• 20% Final Exam

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