Digital Marketing Specialist Co-op Diploma

This course will introduce content manipulation with Adobe Photoshop and rudimentary web development using the WordPress platform. You will gain an understanding of Photoshop tools, image resizing, digital color dimensions of screen and print, and image optimization for the web. And, you will also learn how to create a WordPress website that will include the use of HTML and CSS editing, domain name registration, and web hosting.

• Introducing Adobe Photoshop and Illustrator
• Design principles
• Learning how to create a website with WordPress
• Content creation for social media platforms

The Digital Marketing course will teach the fundamental elements of digital marketing such as marketing strategy, content design, optimal keyword targeting, search engine advertising, page rank formulas, and troubleshooting search engine rankings. You will also learn to identify and measure different types of analytical data including content analytics, mobile analytics, and conversion analytics.

• Introduction to digital marketing
• Learning how to discover your buyer persona
• Creating marketing funnels
• Overview of marketing channels
• Using marketing frameworks

This course covers the core functions of search engines and how they can be applied to web design and content structure. You will learn about how search engine crawlers (SEC) are used to continuously review web pages and their contents in order to determine search engine results. Examples include the relevance of content, frequency of updated information, rich media content, internal and external links, and web page security.

• Technical essentials of search engines
• How to build an SEO-friendly website?
• Learning growth of local search
• Performing SEO audit

Through this course, you will explore the principles and use of effective commercial social media; you will utilize multiple social media platforms to connect companies with their target demographics using Facebook, Twitter, Instagram, and YouTube, as well as additional marketing resources such as blog posts and podcasts. Lastly, you will learn how to use these tools to build brand equity and improve social engagement with your target demographic.

• Overview of social media networks
• Understanding of an engaging social media post
• Effective communication through social media
• Using social media tools and design

This course will expand on marketing analytics with an in-depth focus on advanced advertising metrics. You will learn more about user acquisition, paid vs organic user traffic, campaign execution and analysis, ad reporting, conversion rates, return on investment (ROI), and marketing strategy evaluation. This will teach you to determine and evaluate user trends and behaviors and how they impact the outcome of a marketing strategy.

• Introduction to marketing analytics
• Learning effective paid advertising
• Understanding marketing ROI (return on investment)
• Technical details of Google Analytics

Upon completion of this course, the successful student will have reliably demonstrated the ability to understand and utilize current trends in consumer behavior, integrate digital and print media for advertising, optimize advertising campaigns, select and employ the most appropriate ad type form the extensive range available and understand and employ specialized techniques for particular markets.

• Learning how to manage marketing projects
• Approaching your audience
• Practicing and managing real-life projects