Digital Marketing Program

1. Goal 1 - Understanding the marketing profession
   Students will understand what it means to be an ethical digital marketing professional and will be familiar with the main structures, roles, and operations of the digital marketing industry.
   
   Students will be able to:
   

   • Objective 1 - Describe the positions and roles common in digital marketing organizations including marketing directors, digital marketing managers, account managers, marketing analysts, and managers over advertising, social media, marketing automation, ecommerce, and related digital marketing positions.
   • Objective 2 - Describe the legal and ethical standards promoted by marketing trade organizations and governments related to digital marketing and customer protection.
   • Objective 3 - Describe the organizations common to digital marketing including digital marketing agencies, etailers, content creators, web design agencies, and other digital marketing service providers.
   • Objective 4 - Describe the typical online business models of digital marketing including ecommerce, lead generation, media and advertising including social media, and SaaS and software tool providers.
2. Goal 2 - Core Marketing Strategy and Management Knowledge
   Students will be knowledgeable of core principles and frameworks related to marketing and especially digital marketing including marketing strategy and management, campaign development and execution, web analytics and conversion optimization, and effective use of promotional channels and digital marketing tools.
   
   Students will be able to:

   • Objective 1 - Describe, design, and implement the core marketing framework consisting of a 5 C’s analysis; segmenting, targeting, and positioning; the 4P's; and customer relationship management and integrate this with their digital marketing efforts.
   • Objective 2 - Create and implement an effective marketing plan with strong digital marketing integration.
   • Objective 3 - Define and use key metrics in managing the digital marketing effort.
   • Objective 4 - Define and use key metrics in managing the marketing effort.
   • Objective 5 - Define and be able to implement a general marketing management process including the creation of goals, supporting strategies, supporting tactics, implementation plans, and appropriate controls.
3. Goal 3 - Understanding Value through Market Intelligence
   Students will be effective at gaining insights about customers and the market that inform the optimal evaluation, design, and implementation of marketing efforts.
   
   Students will be able to:

   • Objective 1 - Design and implement an effective, coordinated digital marketing intelligence effort including social media intelligence and online qualitative and quantitative market research through digital ethnography, A/B testing and experimentation, and online survey design and execution.
   • Objective 2 - Create accurate and effect segment personas and map their digital customer journeys.
   • Objective 3 - Use web analytics and dashboard reporting to analyze and diagnose market conditions and customer behavior and make recommendations for improvement based on these insights.
4. Goal 4 - Communicating and Delivering Value through Digital Distribution and Digital Marketing Campaigns
   Students will understand how to design and evaluate effective, coordinated digital marketing campaigns and mange ecommerce and entailing efforts.
   
   Students will be able to:

   • Objective 1 - Describe, compare, and evaluate different digital marketing disciplines including advertising in search, display, and social; search optimization, social media marketing, content marketing, web analytics, and email marketing and automation.
   • Objective 2 - Evaluate, design, and manage ecommerce and lead generation efforts including website and landing page creation, search optimization, conversion rate optimization, lead nurturing and scoring, and affiliate marketing.
   • Objective 3 - Design and evaluate effective, coordinated digital marketing campaigns to generate customer demand across owned, paid, and earned channels including digital advertising, social media marketing, content marketing, email and text marketing and automation, and search optimization.
   • Objective 4 - Manage content creation efforts through agencies and partners in creating social posts, blog posts, infographics, images and videos, whitepapers, ebooks, and other types of digital content.
   • Objective 5 - Manage a digital marketing project or campaign for a manager or client using appropriate principles and practices associated with client management and team dynamics.

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Marketing Program

1. Goal 1 - Understanding the marketing profession
   Students will understand what it means to be an ethical marketing professional and will be familiar with the main structures, roles, and operations of the marketing industry. 
   
   Students will be able to:
   

   • Objective 1 - Describe the positions and roles common in marketing organizations including marketing directors, product and brand managers, sales managers, account managers, marketing analysts, customer success and support, and other common marketing positions.
   • Objective 2 - Describe the legal and ethical standards promoted by marketing trade organizations and governments related to customer protection, marketing intelligence, product development, pricing, distribution, and communication.
   • Objective 3 - Describe common marketing organizations and their common interactions including manufacturers, service providers, wholesalers and retailers, channel partners, and research and promotion agencies and partners.
   • Objective 4 - Describe the typical modalities of marketing including business-to-consumer (B2C), business-to-business (B2B), for-profit versus non-profit, external versus internal marketing, and commerce versus other domains of marketing (e.g., politics).
2. Goal 2: Core Marketing Strategy and Management Knowledge
   Students will be knowledgeable of core marketing principles and frameworks related to how to plan and execute a marketing effort and will be effective at evaluating, designing, and implementing marketing strategies, plans, and campaigns.
   
   Students will be able to:

   • Objective 1 - Describe, design, and implement the core marketing framework consisting of a 5 C’s analysis; segmenting, targeting, and positioning; the 4P's; and customer relationship management.
   • Objective 2 - Create and implement an effective marketing plan.
   • Objective 3 - Interpret and be able to manage a marketing effort with a profit and loss statement.
   • Objective 4 - Define and use key metrics in managing the marketing effort.
   • Objective 5 - Define and be able to implement a general marketing management process including the creation of goals, supporting strategies, supporting tactics, implementation plans, and appropriate controls.
3. Goal 3: Understanding Value through Market Intelligence
   Students will be effective at gaining insights about customers and the market that inform the optimal evaluation, design, and implementation of marketing efforts.
   
   Students will be able to:

   • Objective 1 - Design and implement an effective, coordinated marketing intelligence effort.
   • Objective 2 - Map the customer journey and describe the key structural, situational, psychological, and social factors that influence it.
   • Objective 3 - Describe, compare, and properly implement the different types of marketing research including primary and secondary research; exploratory, descriptive, and causal research; and qualitative and quantitative research.
   • Objective 4 - Design and conduct effective qualitative research through depth interviews, ethnography, observation, and biometrics; survey research through questionnaire design and distribution, sampling and participant management, and post-survey data analysis; and experimental research through appropriate factorial design and variable selection, effective participant selection and management, and appropriate post-experiment data analysis, hypothesis testing, and regression.
4. Goal 4: Creating Value through Product Development and Pricing
   Students will understand how to use customer insights to design, develop and price new or improved products and services for targeted market segments and will be able to develop and manage a portfolio of products in a coordinated product strategy.
   
   Students will be able to:

   • Objective 1 - Describe and evaluate effective brand management.
   • Objective 2 - Analyze and organize a product mix or product portfolio with appropriate breadth, depth, and structure.
   • Objective 3 - Describe and analyze an effective product development effort including decisions related to core offering, the branding, packaging and labeling, and support structures.
   • Objective 4 - Describe the customer adoption process and product life cycle.
   • Objective 5 - Effectively price new or improved product offerings using appropriate pricing principles including value-based pricing, price customization, and appropriate pricing structures.
5. Goal 5: Communicating and Delivering Value through Distribution and Promotion Channels
   Students will understand how to design and evaluate effective, coordinated marketing distribution and communications channels.
   
   Students will be able to:

   • Objective 1 - Describe, compare, and evaluate different marketing channels.
   • Objective 2 - Describe and evaluate the role of different distribution entities in a distribution channel including manufacturers, wholesalers, retailers, and other channel partners across traditional and digital channels.
   • Objective 3 - Design and evaluate an effective, coordinated marketing communications campaign across owned, paid, and earned channels including advertising, public relations, professional selling, sales promotions, and direct marketing in traditional and digital channels..