Digital Marketing Nanodegree v5.0.0

Nanodegree key: nd018

Version: 5.0.0

Locale: en-us

Gain real-world experience running live campaigns as you learn from experts. Launch your career with a 360-degree understanding of digital marketing.

Content

Part 01 : Marketing Fundamentals

Becoming a digital marketer is a journey - let us be your guide. In this course, we give you a framework to help you organize and plan your approach. We also introduce you to three companies that are featured throughout the Digital Marketing Nanodegree as examples of how to apply what you learn in both B2C and B2B contexts.

Module 01: Marketing Fundamentals
- Lesson 01: Get Help with Your Account
  What to do if you have questions about your account or general questions about the program.
  - Concept 01: FAQ
  - Concept 02: Support
- Lesson 02: Mentor Help, Peer Chat, and Careers
  You are starting a challenging but rewarding journey! Take 5 minutes to read how to get help with projects and content.
- Lesson 03: Welcome to the Udacity Digital Marketing Program
  Welcome to Digital Marketing Nanodegree program. In this lesson, you'll find all the information you need to get started.
- Lesson 04: Welcome to Digital Marketing
  We will take you on a journey through the evolving digital marketing landscape. This course will teach the fundamentals to help you navigate and thrive in this fast-growing field.
  - Concept 01: Introduction
  - Concept 02: Digital Marketing Nanodegree Program Overview
- Lesson 05: The Digital Marketing Framework
  We provide a framework to help you make the right decisions in a digital marketing environment.
- Lesson 06: What: Your Business
  The journey begins with understanding the “what” you are marketing. Learn how to articulate a business model in a concise targeted way.
- Lesson 07: Who & When: Your Customer
  Get to know this customer through empathy maps and hone in on your target by developing a user persona. Learn the different stages of the customer journey.
- Lesson 08: Where: Marketing Channels
  There are many different ways to reach your customer at different stages in their journey, with an increasing number of marketing channels from which to choose.
- Lesson 09: Why: Marketing Objectives & KPIs
  Setting marketing objectives and measuring your progress toward them with Key Performance Indicators is a crucial step of the planning process.
- Lesson 10: Welcome to the first project
  You will market a Udacity product or your company's product/service, summarize the business model of the company you work for, articulate the marketing objective, and develop a target persona.
  
  Project Description - Prepare to Market
  
  Project Rubric - Prepare to Market

Part 02 : Content Strategy

Content is at the core of all marketing activity. In this course you learn how to plan your content marketing, how to develop content that works well for your target audience, and how to measure its impact.

Module 01: Content Strategy
- Lesson 01: Plan Your Content Strategy
  A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content.
- Lesson 02: Create Content
  Great content has a few common components. In this lesson, you learn the power of storytelling, different frameworks you can use to tell persuasive stories.
- Lesson 03: Distribute & Promote Content
  Compelling content on its own won’t get the job done. In this lesson, you learn how to promote and distribute your content, and how to keep it all organized with a content calendar.
- Lesson 04: Optimize Website UX & Landing Pages
  Your website plays a crucial role in reaching your marketing objectives. In this lesson, you learn how to apply UX design principles, and how to create and test landing pages.
- Lesson 05: Measure Impact
  Measurement is key to the success of your content marketing. In this lesson, you learn what metrics to consider and how to optimize your results.
- Lesson 06: Jobs in Content Marketing
  We describe what it’s like to be a Content Marketer and what skills recruiters look for in the recruiting process.

Part 03 : Social Media Marketing

Social Media is a powerful channel for marketers. In this course, you learn more about the main social media platforms, how to manage your social media presence, and how to create effective content for each platform.

Module 01: Social Media Marketing
- Lesson 01: Social Media Landscape
  First, it’s important to understand the social media landscape. Plan your approach with the help of two popular frameworks and align your strategy with the customer journey.
- Lesson 02: Social Media Channels
  We’ll take a closer look at Facebook, Instagram, Youtube, Twitter, and Snapchat. Deliver your message in the most important platforms for your audience.
- Lesson 03: Social Media Content
  In this lesson, you learn how to develop or adapt content for social media, how to make your content match the platform you choose, and how to create content that audiences will share.
- Lesson 04: Implement & Monitor Campaigns
  Success in social media requires careful monitoring and management of your content and your audience, management tools, like Hootsuite, can help you get the most out of social media.
- Lesson 05: Measure Impact
  As with all marketing campaigns, you’ll need to measure the impact of your social media efforts. Measure success in different platforms and learn the formula to predict virality.
- Lesson 06: Market Your Content
  In this project we want you to practice producing and marketing content about a subject you know very well – yourself!
  
  Project Description - Market your Content
  
  Project Rubric - Market your Content
- Lesson 07: Jobs in Social Media Marketing
  We describe what it’s like to be a Social Media Marketer and what skills recruiters look for in the hiring process.
  - Concept 01: Social Media Marketing - Take Aways
  - Concept 02: What you need to know

Part 04 : Social Media Advertising

Cutting through the noise in Social Media can be challenging, and often, marketers must use paid social media marketing strategies to amplify their message. In this course, you learn about the opportunities for targeted advertising in social media and how to execute advertising campaigns that resonate with your audience.

Module 01: Social Media Advertising
- Lesson 01: Intro to Social Media Advertising
  Discover how social media advertising works and dive into the current landscape.
- Lesson 02: Choose the Right Platforms
  Social Media Platforms offer different opportunities for paid advertising. Learn what is possible on several platforms, evaluate which is right for your objective, and your audience.
- Lesson 03: Facebook - Getting Started
  Facebook is a powerful social media platform with a massive audience worldwide. Gain hands on experience by setting up your Facebook advertising account and explore campaign objectives.
- Lesson 04: Facebook - Create Ad Sets
  Ads need to reach the right audience. In this Facebook focused lesson, you'll learn different ways to target your audience, ad placements available, and how to determine a budget and bidding schedule.
- Lesson 05: Facebook - Create & Manage Ads
  Learn how to create and run ads on Facebook, write compelling copy, choose the right images, test different ads, and evaluate the performance of ads using campaign examples.
- Lesson 06: Run a Facebook Campaign (Part 1)
  Create, manage, and monitor an advertising campaign on Facebook for a B2C or B2B product.
  While the campaign is live on Facebook, you will optimize your campaign to achieve the best ROI possible.
  
  Project Description - Run a Facebook Campaign (Part 1)
  
  Project Rubric - Run a Facebook Campaign (Part 1)
- Lesson 07: Run a Facebook Campaign (Part 2)
  In this project you will report on and evaluate your Facebook advertising campaign.
  
  Project Description - Run a Facebook Campaign (Part 2)
  
  Project Rubric - Run a Facebook Campaign (Part 2)
  - Concept 01: Get Started Option 1
  - Concept 02: Get Started Option 2
- Lesson 08: Jobs in Social Media Advertising
  We describe what it’s like to be a Social Media Advertiser and what skills recruiters look for in the hiring process.
  - Concept 01: Social Media Advertising - Take Aways
  - Concept 02: What you need to know

Part 05 : Search Engine Optimization (SEO)

Search engines are an essential part of the online experience. Learn how to optimize your search engine presence through on-site and off-site activities, including how to develop your target keyword list, optimize your website UX and design, and execute a link building campaign.

Module 01: Search Engine Optimization (SEO)
- Lesson 01: How Search Works
  Learn what Search Engine Optimization (SEO) entails, where SEO belongs in the customer journey, and how search engines work.
- Lesson 02: Keywords
  Learn the techniques that marketers use to make their sites as friendly as possible to search engines, including how to build and fine-tune your list of keywords.
- Lesson 03: Tags and Site Structure
  Find out how to use the elements of a site -- including source code, tags, URL structures and site navigation -- to build your onsite SEO.
- Lesson 04: Link-Building
  Understand the principles of SEO further by using offsite optimization tactics, including link-building, a powerful SEO technique that you'll learn to use in your own campaign.
- Lesson 05: SEO Audit and the Future of SEO
  Learn how to conduct both a content and technical SEO audit, and how to avoid bad SEO practices.
- Lesson 06: Conduct an SEO Audit
  In this project, you'll conduct an on-site and off-site SEO audit, and three site performance tests to improve the DMND website’s visibility in a search engine.
  
  Project Description - Conduct an SEO Audit
  
  Project Rubric - Conduct an SEO Audit
- Lesson 07: Jobs in SEO
  Learn more about the different careers in the field of Search Engine Optimization.

Part 06 : Search Engine Marketing (SEM)

Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.

Module 01: Search Engine Marketing (SEM)
- Lesson 01: Intro to SEM
  Learn the basics of Search Engine Marketing and how Google AdWords campaigns are organized.
- Lesson 02: Keywords
  You'll learn approaches and tools to developing your keyword lists and understand the power of long tail keywords and how search queries and keywords are
- Lesson 03: Text Ads
  You will learn about the different elements of effective text ads, ad extensions, and best practices and the most common mistakes when writing text ads.
- Lesson 04: Ad Rank and Maximum CPC bid
  Learn how AdWords bidding works, how Google decides which ads to place, when, and how to calculate the maximum you should bid per click.
- Lesson 05: Navigate AdWords
  In this lesson, we will bring all the elements we;ve covered so far together by setting up a lead campaign in Google AdWords and learning how to use the tool.
- Lesson 06: Metrics and Optimization
  In this lesson, we will discuss the KPIs that you should monitor and optimize when running an AdWords campaign.
- Lesson 07: Run an AdWords Campaign (Part 1)
  In this project, you will create, execute, and monitor a search engine marketing campaign on the AdWords platform for either Udacity or your own business.
  
  Project Description - Create a Google Ads Campaign (Part 1)
  
  Project Rubric - Create a Google Ads Campaign (Part 1)
- Lesson 08: Run a Google Ads Campaign (Part 2)
  While your campaign is live, you will test, monitor, and optimize your results for the best possible ROI.
  
  Project Description - Run a Google Ads Campaign (Part 2)
  
  Project Rubric - Run a Google Ads Campaign (Part 2)
- Lesson 09: Let's Check-in!
  We'd love to hear about your experience so far in this program. Share your experience and any comments with us so we can continue to improve our program for you.
  - Concept 01: Mid-Point Check-in
- Lesson 10: Jobs in SEM
  An overview of the kind of jobs you can find in Search Engine Marketing.

Part 07 : Display Advertising

Display advertising was the first form of advertising on the web. It's still a powerful marketing tool, strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this course, you learn how display advertising works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google’s AdWords.

Module 01: Display Advertising
- Lesson 01: How Do Display Ads Work?
  Learn about display advertising, which refers to image-rich ads and video ads that you encounter on desktop and mobile platforms, and the underlying data that power these ads.
- Lesson 02: Display Ads and Targeting
  Learn about how display ads have evolved, the different kinds of display ads, their pricing models and metrics, and how to use display ads on mobile platforms to target your users.
- Lesson 03: Display Advertising Sales Models
  Understand the evolution of how ads are bought and sold; then, learn about different advertising sales models, the programmatic buying landscape, and the steps you can take to buy display ads.
- Lesson 04: Display Advertising with Google Ads
  Gain practical knowledge by learning to use Google Ads to create ads and optimize your campaign.
- Lesson 05: Video Advertising
  Learn about the importance of video advertising, understand the different types of video ads, and learn how to run your own video ads on YouTube.
- Lesson 06: Evaluate a Display Ad Campaign
  In this project, you will evaluate the results of a display advertising campaign and create a presentation of the results for management.
  
  Project Description - Evaluate a Display Campaign
  
  Project Rubric - Evaluate a Display Campaign
- Lesson 07: Jobs in Display Advertising
  An overview of the kind of jobs you can find in Display Advertising.
  - Concept 01: Display Advertising - Take Aways
  - Concept 02: What you need to know

Part 08 : Email Marketing

Email is an effective marketing channel, especially at the conversion and retention stage of the customer journey. In this course, you learn how to create an email marketing strategy, create and execute email campaigns, and measure the results.

Module 01: Email Marketing
- Lesson 01: Email List Generation
  Learn how to build a subscriber list with contact forms and explore the double opt-in process.
  Unopened emails are a missed opportunity. In this lesson, you learn how to write subject lines, pre-headers, calls to action, and effective email copy.
- Lesson 02: Create an Effective Email Campaign
  Unopened emails are a missed opportunity. In this lesson, you learn how to write subject lines, pre-headers, calls to action, and effective email copy.
- Lesson 03: Create an Email Plan
  An email plan is necessary for developing a successful email marketing strategy. Learn how to create an email calendar and plan different types of email campaigns, like transactional and drip campaigns.
- Lesson 04: Measure Results
  Email marketing is never done. In this lesson, you learn how to analyze the results of your email campaign, how to use A/B testing to improve your content, and how to use segmentation to better target specific subscribers.
- Lesson 05: Market with Email
  In this project, we will create an email marketing campaign for either DMND, Corporate Training, or your company and complete the components needed to implement a successful email marketing campaign.
  
  Project Description - Market with Email
  
  Project Rubric - Market with Email
- Lesson 06: Jobs in Email Marketing
  Learn more about the different careers in the field of Email Marketing.

Part 09 : Measure & Optimize with Google Analytics

Measurability is what makes Digital Marketing uniquely powerful. Actions online can be tracked, and so can the effect of your digital marketing and advertising efforts. In this course, you'll learn how to use Google Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.

Module 01: Measure & Optimize with Google Analytics
- Lesson 01: Get Oriented in Google Analytics
  Google Analytics is a very powerful platform that can help you to understand and track how users interact with your website.
- Lesson 02: Understand Your Audience
  Learn how to evaluate your audience - there is quite a bit of information you can find out about your users based on the data Google captures.
- Lesson 03: Evaluate Acquisition
  In this lesson, you will learn how to assess where your users came from in the first place, or, through which marketing channel you acquired them and how to understand your marketing channels.
- Lesson 04: Understand Behavior
  Let's take a look of what visitors are doing in our website once they get to our landing page.
- Lesson 05: Evaluate Conversion
  In this lesson we will evaluate which behaviors leads to conversions, or user actions that are important to your business.
- Lesson 06: Jobs in Digital Marketing Analytics
  An overview of the kind of jobs you can find in Digital Marketing Analytics.
  - Concept 01: Digital Marketing Analytics - Take Aways
  - Concept 02: What you need to know
- Lesson 07: Take 30 Min to Improve your LinkedIn
  Find your next job or connect with industry peers on LinkedIn. Ensure your profile attracts relevant leads that will grow your professional network.
  
  Project Description - Improve Your LinkedIn Profile
  
  Project Rubric - Improve Your LinkedIn Profile

Part 10 : Conclusion

Wrap up your Digital Marketing Nanodegree Program with some final information about marketing frameworks, and then celebrate!

Module 01: Conclusion
- Lesson 01: Create a Marketing Plan and Conclusion
  This is the last lesson in the Digital Marketing Nanodegree! Here you will put everything you learned together in a marketing plan, and, we will celebrate!
- Lesson 02: Create Your Portfolio
  Project Description - Create Your Portfolio
  
  Project Rubric - Create Your Portfolio
  - Concept 01: Create Your Portfolio
  - Concept 02: Formulas
- Lesson 03: Marketing Analytics - Take Away
  Learn more about the different careers in the field of Marketing Analytics.
  - Concept 01: Marketing Analytics - Take Away
  - Concept 02: Day in the Life - Feras Alhlou
- Lesson 04: Conclusion
  Let's celebrate the completion of your Digital Marketing Nanodegree program!
  - Concept 01: Conclusion
  - Concept 02: Congratulations End of the Nanodegree!

Part 11 : Digital Marketing Extras

Module 01: Digital Marketing Extras
- Lesson 01: Digital Marketing Extras
  - Concept 01: Digital Marketing Extras