This course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice.

In this course, learners will discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing.

This course offers a step-by-step introduction to the process of creating such a strategy, with an emphasis on key concepts, definitions, and metrics.

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the marketing automation field. Learners will combine this knowledge with business concepts in order to better inform marketing decisions for their firm.

This course offers an introduction to mobile marketing, looking at strategies for reaching target audiences through multiple channels, including websites, email, social media, and mobile apps.

In this course, learners will explore search marketing, the search process, and the buying cycle. They will learn to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies

Search Engine Optimization (SEO) is the practices and metrics of increasing a web site's ranking within search engines. Students will leverage both content and technical features in order to increase ranking while also learning about the latest tools to measure performance.

Learners will understand the principles, best practices, and strategies for incorporating social media into a marketing plan. They will identify how to integrate their social media with mobile, a hub website, and email marketing, while utilizing strategic metrics for tracking success.

The course defines key performance indicators and discusses how they are chosen and implemented. Students will also learn how to plan and assess website business strategies using web analytics, plan and assess business strategies using web analytics, and design data dashboards to assess website performance.