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Who should attend
This program is ideal for you if you are:
- A supervisor leading a digital team
- Looking to transition into a digital marketing career
- A technical professional with a basic understanding of digital marketing tools, but need help making strategy-driven business decisions
- A traditional marketer looking to expand your skillset with digital tools and strategy
About the course
Explore the tools used by marketers across the customer lifecycle through brand awareness, interest, trial and loyalty in the St. Thomas Certified Digital Marketing Professional (CDMP) program. Build on what you learned in Digital Marketing Fundamentals—the prerequisite for this program–and deepen your understanding of email, mobile, social media marketing, search and digital advertising.
The CDMP program expands your knowledge of email, mobile, social media marketing and search and digital advertising. You’ll learn through our Prof + Prof model, which pairs St. Thomas faculty with industry professionals to teach you the most relevant, applicable information. You’ll leave the program feeling confident in your knowledge of:
- Trends in digital marketing
- How to determine the tools and promotional channels to use in a marketing strategy
- Methods for optimizing each channel and tracking effectiveness
- Identifying business goals and how digital marketing can help you achieve them
- We’ll explore real-world examples of how organizations are using digital marketing and give you hands-on experience in using these tools. During the sessions, you’ll develop a digital marketing strategy to present to your team at work.
Small class sizes create a collaborative learning environment, and help you build your network of other business leaders. Sessions are held on the downtown Minneapolis campus, and parking is available within one block.
Benefits of This Program
- Hands-on experience working with key digital marketing tools, some of which your organization can use for free.
- The ability to choose the best digital marketing channels and tools, based on your organization’s goals.
- Insights from your instructors, who are experts in the field of digital marketing. The teachers can continue to be a professional resource after the program ends.
- The ability to evaluate and optimize a channel strategy, leading to meeting business goals.
- An actionable digital strategy for your organization, which you’ll develop during the course.
- A new network of professional peers, which you can turn to for support and advice long after the program ends.
Module 1: Display and Search Advertising
Display and search advertising can be used in each stage of the customer lifecycle to both acquire and retain customers. Most often, display and search advertising is used to draw customers to your website. You will leave this session with:
- The ability to write content that is attractive to search engines to improve your organic search results – Search Engine Optimization (SEO)
- Experience building paid search campaigns and using a keyword planner – Search Engine Marketing (SEM)
- Insight into display advertising opportunities and best practices along with hands-on discovery of tools to use in order to get started
- Understanding of how to measure and optimize in each area
Module 2: Mobile Marketing
Recent research shows that, on average, we look at our mobile phone 160 times per day. This provides significant opportunity for mobile marketing – and is something to keep in mind when creating websites, email and social media campaigns and in making decisions about search marketing. During this session you will work through case studies and hands-on exercises to:
- Explore the areas of digital marketing where mobile friendly options are critical to consider
- Gain an understanding of the agile method for creating apps
- Become familiar with methods for motivating customer downloads of apps, leveraging feedback into the development process and the difference between white label and custom apps
- Practice mobile communications such as text and push strategies, geo fencing, beacons, and mobile wallet
- Understand how to measure and optimize for the mobile experience
Module 3: Email Marketing
Email is often one of the primary tools used by marketers to reach their audience. How is this done in a way that doesn’t overwhelm the customer base and aids in moving customers through each stage of the customer lifecycle? While building your own email campaign, you will discuss:
- Marketing automation from simple to complex
- How to select the right email tool(s) for your needs
- Best practices in areas such as marketing segmentation, subject lines, timing of message delivery and design
- How to measure and optimize email messaging with A/B testing and understanding of common email metrics
Module 4: Social Media Marketing
Many of us use social media multiple times a day, but how is the use of this tool in the personal realm different than creating a social media strategy for your organization? Using social channels such as facebook, twitter, linked in, you tube, Instagram, and snap chat, gain an understanding of why social media is an important promotional strategy to consider, how to create a strategy around this ever-changing area and what success could and should look like. After completing this session, you will understand:
- How to create a social media strategy focused on telling your story in a compelling way
- Tools and tips for creating social media content based on your audience
- The difference between paid and organic posts as well as how to select the right channels for your organization
- Methods for measuring success and optimizing content for your audience
Module 5: Capstone Digital Marketing Strategy
You’ve taken an in-depth look at various digital marketing channels, thought about which channels work and may not work for your audience, but now how do you bring it back to your job? This session will help you walk through each step of creating your own digital marketing strategy whether it is for your business, an organization you volunteer with or a fictional company. You will walk through and complete each phase of your digital marketing strategy, including:
- Business Goals and Priorities: Identify and/or set business goals with appropriate measures and set priorities aligned with goals
- Brainstorming: Identify key stakeholders for brainstorming, review rules for conducting a brainstorming session and discuss how to solicit, collaborate and record opportunities
- Prioritization: Score opportunities in terms of impact and burden, create a prioritization matrix, and explore different methods used to prioritize
- Plan: Determine the timing of approved initiatives, map out the marketing plan and discover tools to aid in marketing planning
- Present: Return to your office with experience presenting your plan with the help of your classmates. You’ll present in class as a trial run and get feedback before bringing it back to work.
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.