Instructor: Ben Kirchner, former CEO and founder of Tinuiti. Tinuiti is the largest independent marketing agency in North America. Over 1000 employees, 500 subscribers and over 3 billion media under management.
Instructor: Jake Cook, CEO and Co-Founder of Tadpull. Tadpull works at the intersection of data science and digital marketing with global clients such as Jackson Hole Resort, Caterpillar and Vivint, as well as a portfolio of private equity firms. In addition, Jake has over 16 years of experience building and teaching digital marketing, data science, and design thinking in undergraduate and graduate programs.
Course overview
Digital Marketing in the 21st Century. It changed the century and changed the order of all big business. This optional course will teach you how to unlock your digital marketing skills through seven weeks of hands-on practice and pure data analysis. You'll be taught by leading experts from North America's leading marketing firms that manage more than $10 billion in media each year.
It is a lecture-based, hands-on half-course designed specifically for HBS students to help develop a fundamental understanding of today's digital marketing and analytics tools. This course is designed for aspiring entrepreneurs and marketers interested in new methods and tactics for effective branding in the modern age. Students will apply what they learn in each class with world-class experts, creating their own tools and frameworks to create world-class digital campaigns.
In addition, the course will provide additional hands-on labs via ChatGPT4 on advanced topics such as creative AI with SEO and paid media, customer personal data and privacy considerations, and multivariate pricing testing methods for new student products interested in exploring them. online
Finally, students will have access to guest speakers and faculty on the following topics in a private Slack environment for asynchronous learning opportunities, pre-read assignments, and Q&A to follow up on class exercise assignments.
Educational goals
The Digital Marketing Workshop will teach you how to effectively evaluate and implement digital marketing strategies and related tools to effectively develop high-performing online campaigns and measure their success in near real-time. Specifically, this course will cover Search Engine Optimization (SEO), Search Engine Management (SEM), Influencer Marketing, Selling on Amazon and Retail Platforms, Conversion Rate Optimization (CRO), Email and SMS Marketing, Programmatic Approach and Affiliate TV Advertising. media planning, web analytics and data visualization and fundamentals of data science to identify and predict opportunities in online marketing.
Content and organization of the course.
Module 1: Overview of Digital Marketing
After successfully completing the week, you should be able to:
1. Prepare for practical training for the next seven weeks
2. Know the expectations for the final presentation
3. Understand the digital marketing and analytics landscape
Module 2: Search Engine Optimization - Part I
After successfully completing the week, you should be able to:
1. Understand how SEO works
2. Find out how SEO fits into the whole digital marketing channel
3. Conduct a basic audit of B2B or B2C websites
Module 3: Search Engine Optimization - II
After successfully completing the week, you should be able to:
1. Analyze your keyword portfolio to determine its value
2. Identify new content opportunities and compare them to the competition
3. Manage brand content strategy
Module 4: Research Marketing
After successfully completing the week, you should be able to:
1. Understand how PPC works and when to use it based on your business model
2. Align your core portfolio strategy with budget projections
3. SEM and customer journey mapping
Module 5 : Numerical Analysis - Basics
After successfully completing the week, you should be able to:
1. Understand how digital campaigns are measured
2. Analyze cross-channel digital performance from real-time e-commerce data sets
3. Understand modern attribution challenges in a post-iOS world
Module 6: Display/programmatic/television advertising
After successfully completing the week, you should be able to:
1. How technology tools work and how they fit into digital marketing
2. Exhibit and Attribution
3. Effective CTV Strategy in the Streaming Age
Module 7 : Amazon and Retail Marketing
After successfully completing the week, you should be able to:
1. How to sell on Amazon and strategic data sharing
2. Similarities and differences with SEM
3. Amazon/DTC/Wholesale mixed model for inventory
Module 8: Conversion Rate Optimization
After successfully completing the week, you should be able to:
1. Calculating Amazing ROI from Conversion Rate Optimization
2. How to classify opportunities in creativity and engineering
3. Digital Property Improvement Management Framework
Module 9: Numerical Analysis - Intermediate Level
After successfully completing the week, you should be able to:
1. Understand 0th, 1st and 3rd party customer data sets
2. Communicate the results of multi-channel campaigns to non-digital agents
3. Understand the fundamentals of machine learning for predictive analytics in digital marketing campaigns
Module 10: Email and SMS Marketing
After successfully completing the week, you should be able to:
1. Because email and SMS are channels that fit into the digital mix
2. How to create, categorize and maintain lists
3. Scale through automation based on the customer journey
Module 11: Influencer Marketing
After successfully completing the week, you should be able to:
1. Benefits of being an early adopter on a new platform like TikTok with influencers
2. Determine ROI of exposure based on reach and engagement
3. Basic Considerations for Business Valuation Allocation
Module 12: Paid Social Media Marketing
After successfully completing the week, you should be able to:
1. How Paid Social Media Works Compared to SEM
2. Ability to test creative and user-generated content
3. Reviews with AI creator
Module 13: Media Planning
After successfully completing the week, you should be able to:
1. How media strategy is developed and implemented in the market
2. Combine the basics of media modeling
3. Introduction to Gradualism
Module 14: Archiving and personalization
After successfully completing the week, you should be able to:
1. Customer heterogeneity and what needs to be addressed and addressed
2. Predict which customers are most valuable and in which digital channels
3. Sacrifices privacy and personalization with 0/1/3 data sets
Final presentation
By the end of this week, you'll be able to present the perfect digital marketing mix for your DTC eCommerce website, along with scenarios for future branding benefits.
Evaluation:
Value will be achieved through the following activities:
• 60% participation in classes and activities
• 10% 2 quizzes
• Weekly survey 10%.
• 20% final exam
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