DM407
Performance Marketing
Faculty
Azat Zalyaev
CMO at The Miners
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Performance Marketing is a comprehensive course designed to bridge the gap between theory and practice. During the course, we will delve into paid social media and Search Engine Marketing (SEM), learn to set up and measure conversions and campaign goals, and develop the skills to interpret the results and ROAS for businesses and startups on the scaling stage.
Learning highlights
- Understand what Performance Marketing is and how it integrates theoretical concepts with practical applications.
- Acquire an overall understanding of paid social media and SEM: Meta ads, Instagram ads, TikTok ads, and Google ads campaigns.
- Learn how to create and run paid social media and SEM campaigns
- Understand the campaign conversions and link them with business goals.
- Learn how to set up a report and measure conversions and campaign goals effectively.
- Develop the skills to interpret and analyse the results obtained from marketing campaigns.
- Gain proficiency in assessing Return on Advertising Spend (ROAS) for businesses.
Course outline
15 classes
Session 1
Introduction to Performance Marketing
Session 2
Exploring the Practical Applications of Performance Marketing
Session 3
Defining a Performance Marketing Strategy and Media Plan
Session 4
Foundations of Paid Social Media
Session 5
Workshop: Instagram and Facebook Ads
Session 6
Understanding the Basics and Importance of Search Engine Marketing
Session 7
Foundations of Pay-Per-Click Advertising (Google Ads)
Session 8
Workshop: Create your First Google Ads Campaign
Session 9
Conversion Metrics and Analytics
Session 10
Workshop: Google Analytics
Session 11
Setting up Reports and ROAS Measurement
Session 12
Group Work: Creating Report of Campaigns
Session 13
Automation and AI in Paid Marketing
Session 14
Q&A Session
Session 15
Final Project Presentations
Prerequisites
A basic understanding of digital marketing
Students should have Google and Facebook account.
Methodology
Lectures
Workshops
Practical individual work
Group work
Final presentation
Grading
CMO of The Miners, with more than 10 years of expertise in digital marketing strategy and advertising. He has worked with huge brands, and startups, including the Y combinator alumni Scentbird, on EU, US and Oceania markets. Azat has an MSc in Marketing Management and a Digital Marketing graduate diploma from New Zealand.
See full profileApply for this course
Performance Marketing
by Azat Zalyaev
Total hours
45 Hours
Dates
Feb 19 - Mar 08, 2024
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.