Comprehensive course analysis
Who should attend
- Marketing managers
- Marketing automation specialists
- Product managers
- Marketing data analysts
- Brand managers
- Agency account managers
About the course
As digital transformation and AI reshape every industry and function, marketers everywhere are racing to redefine their marketing approach. Traditional, tried-and-true marketing methods tend to focus on the top of the funnel and measure success by how many new customers are brought in. But successful marketing today is no longer about looking at growth in a vacuum; it is about using data-driven insights across the entire funnel to not only acquire new customers, but to engage them, retain them, and ultimately turn them into brand loyalists.
In this certificate program, you will discover practical ways to drive your entire customer life cycle. You will learn how to develop a growth marketing mindset, using key insights to generate compounding returns over time. You will start by assessing your organization’s current marketing activities and create a plan to optimize them using the key concepts from AI and digital marketing to formulate a digital strategy. You will then develop your own digital marketing plans for both paid and owned media. In the final course, you’ll have the opportunity to create a growth marketing strategy to supercharge the 4Ps of your marketing engine.
Upon completing the program, you will have developed the skills and frameworks needed to think like a growth marketer and create a sustainable marketing strategy that will ultimately generate “sticky” customers for years to come.
Growth Marketing With AI
The abundance of data available to marketing professionals has pushed the definition of what it means to have a successful marketing strategy. Success can now be measured by the degree to which customers are not only brought into the funnel, but also engaged and retained without active intervention. In other words, your marketing strategy can now be adjusted so that your product sells itself. This course focuses on how to automate the design and processes of your marketing machine so it can pull customers organically. You will start by identifying which products can and would benefit from a growth marketing strategy, then learn how you can calibrate product, price, promotion, and place to create a self-sustaining chain reaction that enables your product to sell itself. You will then explore the three stages of AI — supervised learning, unsupervised learning, and reinforcement learning — and how you can leverage them in your growth marketing strategy. Ultimately, you will walk away with a clear view of what successful growth marketing implementation can look like in your own organization.
Assessing Opportunities in Paid Digital Media
Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.
This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.
It is recommended to only take this course if you have completed Understanding the Digital Marketing Landscape and the Customer Funnel or have equivalent experience.
Assessing Opportunities in Owned Digital Media
Marketing within your own digital properties—such as your organization's website, blog or social media pages—is an effective way to build deeper relationships with existing customers and attract the attention of new ones.
This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.
Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.
Marketing Automation and AI
How do you create an ideal marketing machine that can drive acquisition and retention of your customers? Performance marketing can empower your organization to make savvy marketing decisions in an optimal way. Layering machine learning and artificial intelligence on top of that will supercharge this process and take your marketing strategy to the next level.
In this course, you will explore key aspects of performance marketing to enable you to plan effective performance marketing campaigns that will lead your organization to success. You will use your new skills to design a performance marketing strategy. You will analyze your customer's journey and determine what parts of the marketing process can be supercharged by integrating machine learning and AI. In addition, you will seek ways to responsibly manage your customer's data and privacy in order to gain and maintain their trust in your organization.
Key course takeaways
- Determine what products within your organization might benefit the most from growth marketing and set growth marketing goals
- Discover the three stages of AI and how they can be applied to growth marketing
- Design a performance marketing strategy
- Identify opportunities to use AI to augment your marketing processes
- Prioritize and manage resources across both paid and owned media channels
- Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
- Recognize the primary threats to trust for your customers and determine how to safeguard their privacy
Professor Clarence Lee is an assistant professor of marketing and Breazzano Family Sesquicentennial Fellow at the Johnson Graduate School of Management. Clarence's research applies deep learning and Bayesian econometric techniques to digital marketing and customer analytics applications across va...
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