DIGITAL MARKETING BOOT CAMP

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Marketing has changed more in the past few years than it has in the decade before — and there’s no sign

of it slowing down. Now more than ever, businesses need versatile digital marketers who can capture

DIGITAL MARKETING

BOOT CAMP

DIGITAL MARKETING

_{BOOT CAMP}

The UofT SCS

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UofT SCS Digital Marketing Boot Camp - Powered by Trilogy Education Services, LLC 1

Are you interested in growing your business, skill set, or marketing career? If so, or

if any of the following describes your situation, enrolling in our Digital Marketing Boot

Camp could be a smart career move:

You are an entrepreneur or business owner who wants to grow your business.

You are an aspiring digital marketer who wants to launch a new and exciting career.

You are a traditional marketer who wants to develop an in-demand, technical skillset.

You are an existing digital marketer who wants to supercharge your skills and advance

your career.

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You will complete the program with highly relevant skills, including*:

*The material covered in this course is subject to change due to market demand.

Marketing Strategy

•

_{Brand Strategy}

•

_{Brand Building}

•

_{Campaign Objectives}

•

_{Lead Generation}

•

_{Conversion Funnels}

•

_{Competitive Research}

•

_{Content Strategy}

Optimizing Campaigns and Websites

•

_WordPress

•

_{Content Optimization}

•

_{Search Engine Optimization (SEO)}

•

_{Link Building and Backlinks}

•

_{Domain Authority}

•

_{Conversion Tracking}

Digital Advertising and Automation

•

_{Paid Search Advertising and Analytics}

•

_{Display Advertising and Analytics}

•

_{Paid Social Media Advertising and Analytics}

•

_{Retargeting and Audience Building}

•

_{Measurement and Optimization}

•

_{Customer Relationship Management}

•

_{Marketing Automation}

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BUILDING

ON THE BASICS

Marketing departments are increasingly

leveraging technology so employees

require not only marketing knowledge

but technical knowledge to succeed.

That’s why our curriculum is designed

to provide you with the core technical

skills needed to succeed in the field.

Throughout the program, expect to

learn brand new skills and be challenged

in completing difficult real-world

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Depending on past experience, you will be qualified for a wide range of roles

after program completion, including:

Digital Marketing Coordinator

Digital Marketing Analyst

Digital Marketing Manager

Paid Search Specialist

Growth Marketer

Paid Social Specialist

Social Media Specialist

Search Engine Optimization Specialist

Content Strategist

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By the time you complete the program, you can expect to be able to:

•

_{Develop digital marketing strategies that meet}

both short- and long-term business goals

•

_{Create, launch, and optimize search, social,}

display, and retargeting advertising campaigns

•

_{Build highly targeted audiences using}

demographics, affinity audiences, and more

•

_{Identify brand position and growth opportunities}

by performing thorough keyword and competitive

research

•

_{Optimize content and landing page experiences}

to improve customer engagement and

conversion rates

•

_{Analyze and report on the effectiveness of}

campaigns and creative against objectives and

metrics

•

_{Effectively manage and share customer data and}

touchpoints via CRM systems and databases

•

_{Design and implement automated workflows to}

drive campaign efficiency

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PORTFOLIO PROJECTS

PROJECT WORK

DISCUSSION

COURSE

STRUCTURE

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WE’RE HERE TO

HELP

As you move up the learning curve, you’re likely to have questions around some of the concepts covered in

class. We’re here to help — through in-person and virtual office hours, as well as a dedicated Slack channel

where you can get assistance from instructors, support staff, and your fellow classmates. In addition to learning

digital marketing, you’ll have access to career services that will help you prepare for technical roles after

completing the program through resources and activities such as:

7

Online Career Events With Industry Professionals

Soft Skills Training

Career Content and Practice Sessions

Database of Customizable Tools and Templates

•

_{Multiple Technical Resume Templates}

•

_{Creating an Elevator Pitch}

•

_{Developing a Bio}

_{One-on-One Career Coaching}

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EXPECTATIONS

It’s a fact:

companies care about what a person can do, not what a person says

they can do. For that reason, our curriculum teaches you how to apply what you’ve learned to

simulated environments. You will be able to talk to future employers about these projects and

showcase them as part of your future professional portfolio.

The curriculum emphasizes real-world projects, ranging from building a

marketing strategy to analyzing campaign results. You will use personal laptops to

practice the skills and abilities included in this course.

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Put Your Website to Work

Pick a cause, topic, or organization that you’re passionate about. Using your creative and technical prowess, create a content strategy and website that will drive awareness and engagement with the cause. Then, analyze and optimize the site’s performance to ensure you’re sharing it with as many people as possible.

Skills

• _{Keyword research} • _Competitive analysis • _{Content marketing} • _{Link building} • _{WordPress design} • _SEO • _{Website analytics} • _{A/B testing}

Objectives

• _{Identify brand position and growth opportunities with keyword}

and competitive research

• _{Plan a website that meets business objectives and aligns to}

target audience(s)

• _{Customize a website using best practices in design,}

copywriting, tracking, and SEO

• _{Use marketing analytics to identify and execute optimization}

strategies for the website

Reward the Customer

In the age of digital disruption, businesses’ physical locations often don’t see enough traffic to sustain sales. Your job is to devise a loyalty program that encourages repeat business. Create a multi-channel digital marketing plan and landing page that increases site traffic and ultimately, foot traffic.

Skills

• _{Digital ad design} • _{Search engine} marketing • _{Display marketing} • _{Social media} marketing • _{Campaign analysis} • _Optimization strategies • _Customer relationship management • _Marketing automation

Objectives

• _{Learn how to measure the success of campaigns using KPIs} • _{Build and launch search, social, and display campaigns from}

scratch

• _{Design a customer nurture strategy using email automation}

techniques

• _{Use marketing analytics to identify optimization opportunities}

for each channel

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Module

Description

What You’ll Learn

Learning Module:

Introduction to

Digital Marketing

All great digital marketing strategies start with an understanding of the fundamentals. That’s why we start you with a crash course in the essentials, including how digital marketing channels can work together to meet business goals. • Brand Building • Brand Strategy • Campaign Objectives • Lead Generation • Conversion Funnels • Competitive Research • Content Strategy

Learning Module:

Optimizing Campaigns

and Websites

Websites are the backbone of an online presence, supporting all digital marketing efforts. Learn how to design, manage, and optimize a website for searchability so that it can successfully support your campaigns and your customers.

• WordPress

• Content Optimization

• Search Engine Optimization

• Link Building and Backlinks

• Domain Authority

• Conversion Tracking

Learning Module:

Digital Advertising

and Automation

Multichannel campaigns maximize opportunities for brands to engage with customers. Get hands-on experience using industry platforms to develop, launch, and optimize campaigns on the channels consumers are increasingly spending their time on.

• Paid Content Strategy

• Paid Search Advertising

• Display Advertising

• Paid Social Media Advertising

• Remarketing

• Measurement and Optimization

• Customer Relationship Management

• Email Automation