DM415
Advanced Digital Marketing
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.
We will also discuss starting and running an agency practice, including practical tips for client management, building relationships, and more.
Learning highlights
- Learn how to translate marketing strategy into goals and objectives, and match those goals and objectives with tactical projects and campaigns
- Gain in-depth knowledge and experience with implementation of at least three digital marketing tactics, applied directly on students’ startup business, internship company, or personal brand
- Understand the application of social media, email marketing, video, and paid channels in promoting a company offer or lead magnet
- Work with popular marketing tools and develop a simple tool stack to implement projects
- Understand how to start and manage a small marketing or creative agency
- Practice working in teams in a deadline-rich environment, using collaboration and project management tools to implement tactics
Course outline
15 classes
Session 1
Overarching project goals & strategy, confirm/refine audience, messages, voice
Session 2
Developing a full-funnel approach
Session 3
Top of the funnel (TOFU) marketing: blogs, social, video
Session 4
Middle of the funnel (MOFU): lead magnets
Session 5
Bottom of the funnel (BOFU): paid offer, consult, sales
Session 6
Landing pages
Session 7
Email automation & nurturing
Session 8
Testimonials & video
Session 9
Social media
Session 10
Paid media
Session 11
So you wanna start an agency?
Setup and structure, freelance vs. agency
Session 12
Finding clients, building relationships
Session 13
Leveraging LinkedIn
Session 14
Final presentations
Session 15
Final presentations
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 DM407. It is recommended that students anticipate this need and set up their websites prior to coming to class
All student teams will be expected to spend at least 25€ on paid ads in class (distributed across the team); if this presents a financial hardship, we will discuss it individually.
Methodology
Grades will be determined by instructor, team, and class peer review, as well as outside guest review if possible. Grades will be based on completion of the assignments, as well as marketing outcomes of the work, determined while in the course.
Grading
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 Digital Marketing
by Stephanie Schwab
Total hours
45 Hours
Dates
Aug 23 - Sep 10, 2021
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.