Digital Marketing Workshop

Course Number 1995

Ben Kirshner

Fall; Q1; 1.5 credits

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.

Grading

Final Paper/Presentation - 50% of grade; 50% class participation