Advanced DM & Lab
Faculty
Stephanie Schwab
CEO at Crackerjack Marketing
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
In this class, we’ll take digital marketing to a practical, professional level by creating and implementing marketing tactics and tools to benefit students’ capstone projects. We’ll begin with digital marketing strategy, goals, and objectives, and then match in-depth projects to those goals, which students will rapidly iterate and implement within the class timeframe.
Learning highlights
- Learn how to translate marketing strategy into goals and objectives
- Understand application of social media, email marketing, and paid channels
- Work with popular marketing tools
- Practice working in teams in a deadline-rich environment
- Develop a money generated & lead generating funnel
- Develop functioning social media presence
- Develop an email list and conversion funnel
Course outline
15 classes
Discussion: Social Media and Your Brand
Lab: Choose 1-2 social platforms for your company or personal brand and implement in class, setup appropriate posting and monitoring tools
Discussion: Social Media Content & Engagement
Lab: Editorial calendar creation and content creation for 3 weeks of content for 1-2 platforms per team
Discussion: Lead- or Money-generating Offers
Lab: Determine ICA (ideal customer avatar) for offer; develop value, objections, and pain points for customer
Discussion: Lead- or Money-generating Offers part II
Lab: Idea generation for an offer targeted at ICA, develop offer structure and outline
Discussion: Lead- or Money-generating Offers part III + Marketing Tool Stack
ab: Develop offer framework and validate with entire class; determine appropriate tools/platforms for offers
Discussion: Email Marketing Setup
Lab: Setup email marketing software and email capture landing page or popup
Discussion: Email Marketing Content
Lab: Write welcome email sequence (3-4 emails) and outline nurture sequence
Discussion: Lead- or Money-generating Offers part IV
Lab: Craft benefits and features of offer, generate testimonials from classmates, research pricing and price offer (if applicable)
Discussion: Offer Mode and Platforms
Lab: Setup delivery mode for offer, including payment platform (if applicable)
Discussion: Email Marketing Content part II
Lab: Write 4-week email nurture sequence (8 emails)
Discussion: Launch Checklist & Communications
Lab: Develop launch checklist and launch communications for email and social media
Discussion: Facebook Groups
Lab: Develop Facebook Group for community for paid or free offer
Discussion: Paid Channels in Offer/Email Strategy
Lab: Setup paid ads strategy for offer (expect to spend 25€ on this, per team)
Discussion: Evaluation
Lab: Set up basic dashboard to track traffic and conversions
Launch Day!
All offers online, all email freebies online, paid advertising running Possibly: Guest(s) in class to evaluate all projects
Prerequisites
All students are expected to have a website available that they can create landing pages for, either for their capstone company, internship company, or personal brand. If they begin the Lab without a website, they will be required to set up a website within the first week of class following the methodology from DM402. It is recommended that students anticipate this need and set up their websites prior to coming to class.
Stephanie Schwab is the CEO of Crackerjack Marketing, a digital marketing agency specializing in B2B social media, content marketing, and paid advertising. Crackerjack Marketing is also expert at using LinkedIn to amplify brand messaging, grow visibility, and build influence for companies and executives/founders.
With 30 years of experience in e-commerce and digital media—more than 20 of those focused on social media—Stephanie has led programs for brands such as Marvell Technology, Aruba (HPE), Avalara, Medtronic, IRi, and Marriott International. Her teams’ work has earned recognition from Ragan PR Daily, PRNews, WOMMA, and OMMA.
See full profileApply for this course
Advanced DM & Lab
by Stephanie Schwab
Total hours
45 Hours
Dates
Jul 27 - Aug 14, 2020
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.