Module Learning Outcomes
Lesson
Ice Breaker and Instructor Introduction
Why are you taking this class?
Market your own business idea / entrepreneurial venture
Help market someone else's business along with providing other technical support
Become a digital marketing professional
What do you remember about ENT 2000?
Productivity apps
OneNote
Outlook
OneDrive
Course Overview and Learning Outcomes
Digital marketing can be broadly broken into 7 main categories: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics.
Videos / TED Talks
Assignments / Activities and Online Trainings
Unit 2: Website Creation and SEO
What kind of website will you make?
New (or exisiting) initiative, program, product, business, service, idea, or club
Unit 3: Applying Digital Marketing
Google Analytics, Organic and Paid Social Media Ads, Google Ads
Unit 4: Data Analysis
Spreadsheets / Excel
Module Learning Outcomes
Explain the economic and social impact of specific innovations and the opportunities they have created
Differentiate between disruptive and sustaining innovation
Video / TED Talk
The “Jobs to be Done” Theory of Innovation podcast (25:37) (milkshakes, ads, product differentiation)
Reading / Online Training
Resources
Intro to JTBD (15:28)
Lesson
Entrepreneurship is not defined as starting a business: It’s a popular destination for some but not required
Entrepreneurs create a new initiative, program, product, game, club, or company
Venture growth review
Scientific method: hypothesis vs. theory
Jobs Theory in relation to college
What job to be done are you hiring this course to do?
What job are you hiring your degree program to do?
Outcome driven course design
Jobs Theory in relation to a recent purchase you made
What "need" did you have?
What other products could have done the job? Why did you "hire" the product you did?
What were the emotional and social components you attached to the functional job?
Jobs Theory in relation to your entrepreneurial endeavor or development of one
Create a document and save in OneDrive
What "needs" have you defined?
What is your market (group of people and the functional job they are trying to get done)?
Describe the persona of your customer
define what, when, where, why, and how
What solutions are currently being used to complete/achieve the “job” ?
What are the emotional and social components they attach to the functional job?
Create a desired outcome statement - a specially constructed need statement that has a unique set of characteristics: desired outcomes are devoid of solutions, stable over time, measureable, controllable, structured for reliable prioritization in a quantitative customer survey, and tied to the underlying job the customer is trying to get done
Use the statement to (1) identify where and why customers are struggling to get the job done, (2) brainstorm ideas for new offerings, and (3) determine in advance of development which ideas will help customers get the job done best.
Practice reading and note-taking on Know Your Customers’ “Jobs to Be Done”
Quiz on Reading 1: Jobs to be Done
Project
Entrepreneurial Theory and Innovation
Video / TED Talk
Reading / Online Training
Resources
Lesson
The Model
Attention: Attention is usually grabbed by the use of image, color, layout, typography, size, celebrity, model etc.
Interest: Once attention is grabbed, it’s necessary to create interest in the viewers mind so that they will read more about the brand being advertised. By the use of an attractive sub head, interest can be invoked
Desire: The element of desire is usually created by the use of body copy where you write in detail about the necessity of buying the brand, thereby explaining the features of the brand, facts and figures
Action: Towards the end, the contact information of the brand will be given where they expects the viewers to take action immediately. It can be in the form of shop address, toll free numbers or website address
AIDA at FGCU
Getting to Sold - The AIDA Marketing Model (marketing funnel, traditional media, new media, alternatives)
Product prototyping and creation (MVP) Review
Adobe XD
Brainstorm potential website / project "actions" and work your way back up the funnel with potential project ideas
What channels do you want to use?
What type of content do you want to produce?
Quiz on Reading 2: The ADIA Model
Project
The Marketing Funnel & AIDA Model Basics
Module Learning Outcomes
Develop a strategy for a content creation plan
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 1: SEO 101
Lesson
SMART Goal Setting
Website Marketing fool.com
UI vs UX ramotion
How to Plan a Website lucidchart
Step 1: Preplanning your website
What are your website’s objectives?
What are your competitors doing?
Step 2: Planning your website’s structure and layout
Organize information and develop a sitemap diagram
Determine the navigation flow
Step 3: Designing the layout
Use tools such as mood boards and wireframes to begin experimenting with layouts and colors that will capture your company’s style, mood, brand identity, and voice. (in the next class meeting)
Step 4: Building your website in a staging area
Create the site, test it, and get feedback before going live (later in the semester)
Online training - SEO (link above)
Web Hosting Services - just research for now, don't start anything before thorough planning
Project
Website Planning
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 2: HOW SEARCH ENGINES WORK – CRAWLING, INDEXING, AND RANKING
Lesson
Images that convey your intended visual style
Navigation buttons - Generator
“call to action” button - Generator
Menu - Generator
Project
Website Design
Module Learning Outcomes
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 3: KEYWORD RESEARCH
Lesson
About Keywords
A keyword is a word that describes the content on your page best. It’s the search term that you want to rank for with a certain page. So when people search for that keyword or phrase in Google or other search engines, they should find that page on your website. https://yoast.com/what-is-a-keyword/
The Beginner's Guide to SEO Keyword Research chapter review
Before you can help a business grow through search engine optimization, you first have to understand who they are, who their customers are, and their goals. Ask questions!
What are Keywords? moz.com (reading and 14:53 video)
The SEO Keyword Research Master Guide moz
Chapter 1 Finding Seed Keywords
Chapter 2 Creating a Keyword List
Chapter 3 Prioritizing Profitable Keywords
Chapter 4 Grouping Keywords by Relevance
Chapter 5 On-page Keyword Optimization
Chapter 6 Tracking Keyword Rankings
Chapter 7 Keyword Research Tools & Resources
The Keyword Research Cheat Sheet
Keyword research tools
Keyword Explorer moz
Answer the Public- Good tool for expanding your keyword lists and discovering question-type search queries for your seed keywords.
Google Keyword Planner - Google's own keyword research tool is heavily weighted towards commercial keyword placement, but it still offers some unique data.
Google Search Console - Search Console gives you a wealth of intelligence about the keywords sending you actual search traffic.
Google Trends - Another Google tool that provides interesting insights and related queries for any keyword, Google Trends will even show you historic keyword data and break interest down by geographic region.
Work on project
Project
Keyword Research
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 4: ON-SITE OPTIMIZATION
Lesson
Website Creation
HTML & CSS vs CMS & WYSIWYG, development software
Use what you made in the website planning activities to complete the Website Framework Assignment
Apply knowledge from the Keyword Research Activity to complete the Keyword Research Application Assignment
Project
Website Framework
Module Learning Outcomes
Create a functioning website
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 5: TECHNICAL SEO
Lesson
SEO explained | Search for Beginners Ep 8 (3:10) we'll cover Search Console later in the semester
Writing website page headlines for SEO
Using Headline Studio
Get access to your site in Google Search Console so you can see data later in the semester. 7 ways to verify site ownership (13:58)
Host specific instructions
Project
Search Engine Optimization
Video / TED Talk
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 6: LINK BUILDING & ESTABLISHING AUTHORITY
Lesson
In groups, research a tool that can be used for copywriting or blogging and prepare a short presentation to the class about it
Writing body copy
Using the Hemingway Editor
Project
Website Copywriting
Video / TED Talk
Clickbait is Unreasonably Effective (19:24) Veritasium
Reading / Online Training
The Beginner's Guide to SEO moz.com
CHAPTER 7: MEASURING, PRIORITIZING, & EXECUTING SEO
Lesson
Questions
Who are you trying to reach?
How do you want them to feel?
What are you trying to convey?
Find images, video, and audio
Creating images
Software
HTML
HTML Images w3schools
Alt text w3schools
Creating video
Software
Adobe Creative Cloud Express: Make a Video Ad
Create a new video project
HTML
Creating audio
Software
HTML
Project
Website Multimedia
Website Final
Module Learning Outcomes
Video / TED Talk
Reading / Online Training
Google Analytics Unit 1
The Beginner's Guide to Google Analytics chapters 1 & 2
Lesson
Unit 2 review
Is my website showing in Google Search? | Search for Beginners Ep 5 (1:45)
Unit 3 introduction
Getting started with Google Analytics online training
Implement Google Analytics
7 (+ 2) big categories:
Search engine optimization (SEO)
Search engine marketing (SEM)
Content marketing
Social Media Marketing (SMM)
Pay-per-click advertising (PPC)
Affiliate marketing
Email marketing
Mobile Marketing
Marketing Analytics
The Beginner's Guide to Google Analytics Introduction
AIDA review
Sales Funnel vs. Marketing Funnel
Why Should You Care About Marketing Funnel?
A complete guide to the marketing funnel - Amazon Advertising
Stage 1: Awareness: get customers to know your brand
What will you do so your brand stays on the top of customers' minds, so that when the time comes for them to make a purchase, they think of you (like television, digital advertising, audio ads, social media campaigns, content marketing)?
Stage 2: Consideration: get customers to consider your brand when shopping
How will you educate and inform customers to help them understand how your product or solution meets their need?
Stage 3: Conversion (aka “decision” or “purchase” ): encourage shoppers to purchase a product or service because they believe the brand they’ve chosen is the right solution to their problem or meets their need
What will be your strategy to help you stand out in your category and differentiate from peer products?
Stage 4: Loyalty (aka “engagement”): stay top of mind for shoppers
How will you continue engaging with customers who have invested in your brand’s products or services (like email nurture campaigns, social media activations, and loyalty programs)?
Project
Implement Google Analytics
Video / TED Talk
Reading / Online Training
Google Analytics Unit 2
The Beginner's Guide to Google Analytics chapters 3 & 4
Lesson
Review: Content marketing: a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
A complete guide to the marketing funnel - Amazon Advertising
Top-of-the-funnel (TOFU) strategies presentation
events, trade shows, advertising, blog posts, infographics, social media
7 Top of Funnel Marketing Tactics to Explore
Blog Posts, Webinars, Social Media, Search Engine Optimization (SEO), Research, Videos, Infographics
Full-funnel marketing measurement
Top-of-the-funnel (TOFU) success metrics
What top-of-the-funnel content marketing strategies will you use?
Project
Google Analytics Checkpoint Units 1 & 2
Module Learning Outcomes
Video / TED Talk
Reading / Online Training
Google Analytics Unit 3
The Beginner's Guide to Google Analytics chapters 5 & 6
Lesson
Soccer penalty kick
Marketing Analytics
Why? Quantifying how well you’re doing today and learning how you can improve.
What? A data-driven discipline that focuses on quantifying the effectiveness of marketing campaigns and informing marketing-related business decisions.
How?
How to Leverage Marketing Analytics for Your Business fool.com
CRM software like Salesforce, HubSpot, Salesloft
Track your marketing campaigns’ ROI
Google Analytics and Google Search Console
NetInsight, Omniture, WebTrends, SEMRush
Project
Marketing Analytics and Google Search Console Part 1
Video / TED Talk
Reading / Online Training
Google Analytics Unit 4
The Beginner's Guide to Google Analytics chapters 7 & 8
Lesson
Analytics for Web Content
Google Analytics
Introduction to Data Studio (5:00)
Create tutorial report and take tour
Optional: Connect Google Search Console, Google Analytics, and / or YouTube Analytics
Insights in Meta Business Suite
The Facebook pixel (use "Embed" in Google Sites)
Project
Marketing Analytics and Google Search Console Part 2
Google Analytics Units 3 & 4 / Google Analytics Certification
Module Learning Outcomes
Create and effectively communicate content via social media
Video / TED Talk
Reading / Online Training
Facebook Digital Marketing Part 1
TAKE NOTES as you complete the sections
Lesson
Organic vs Paid ads
Facebook and Privacy
Facebook Digital Marketing Training Project
Consider creating a Facebook Page, Instagram Business account, and WhatsApp Business Account
Shops on Facebook and Instagram
Business Plan
Analyze Organic Social Media Posts
Develop a social media content strategy fool.com
Step 1: Define your audience
Make Personas
Facebook Audience Insights
Sparktoro
Step 2: Audit your existing content
Step 3: Define your content themes, topics, and channels
Step 4: Map out your hashtags
Step 5: Create the story and the content mix
Step 6: Define publication frequencies and goals
Step 7: Outline your social media content calendar
Project
Analyze Organic Social Media Posts
Video / TED Talk
Reading / Online Training
Facebook Digital Marketing Part 2
Lesson
Social media marketing and management software and tools
Project
Create an Organic Social Media Post
Facebook Digital Marketing Training Checkpoint 1 - Social Media Marketing
Module Learning Outcomes
Develop an online profile that communicates your value to future employers
Video / TED Talk
Reading / Online Training
Lesson
LinkedIn profile
Logos
Banners
Project
LinkedIn 1: Create / Update Profile
Video / TED Talk
Reading / Online Training
Lesson
Review grading form from profile assignment, revise as needed
LinkedIn connections, groups, follow, post, set career interests
Project
LinkedIn 2: Manage Your Brand and Create Opportunities
Module Learning Outcomes
Create digital ads
Video / TED Talk
Reading / Online Training
Facebook Digital Marketing Part 3
Lesson
The role of digital technologies in society
Facebook Digital Marketing Course and Certification
Analyze Paid Social Media Ads
Project
Analyze Paid Social Media Ads
Video / TED Talk
Reading / Online Training
Facebook Digital Marketing Part 4
Lesson
The role of digital technologies in society
Facebook Digital Marketing Course and Certification
Campaigns
Ad sets
Create Paid Social Media Ads
Canva templates
Facebook Page Automated Ads
Reporting on Ad Performance
In Ads Manager, Facebook Page Insights, and Instagram Insights
Project
Create Paid Social Media Ads
Facebook Digital Marketing Training Checkpoint 2 - Pay Per Click Advertising
Module Learning Outcomes
Create an online survey and distribute for feedback
Video / TED Talk
Reading / Online Training
Google Ads
Grow Your Business with Google Ads
Explore the Value of Google Search
Lesson
Getting started with Google Ads
From How to Write Emails That Actually Drive Results: Think of all the different types of emails you may send to your customers based on their behaviors and other events.
New product releases, leadership changes, sales and promotions, thank-you emails for customers’ order, emails that tell customers you’re sorry to see them go, responses to abandoned carts, and holiday celebrations immediately come to mind.
The next step is to decide the goal for each of these behaviors. What do you want the customer to do?
You typically want a click-through to your website. You can also use a CTA to ask for a purchase or to deliver relevant content.
The Top 10 Email Marketing Software for Small Businesses in 2021
Project
Create an Email Marketing Strategy
Video / TED Talk
Reading / Online Training
Google Ads
Understand the Google Ads Auction
Deliver the Right Message with Text Ads
Make Ads Relevant with Search Ad Extensions
Lesson
Google Ads continued
Why surveying?
Surveying options
Project
Create an online survey and distribute for feedback
Google Ads Checkpoint 1
Module Learning Outcomes
Create digital ads
Video / TED Talk
Reading / Online Training
Google Ads
Increase Efficiency with Automated Bidding
Reach Valued Customers with Search Audiences
Lesson
What’s the Difference Between SEO and SEM?
SEM is an umbrella term that includes SEO and PPC, the goal is to rank in paid and unpaid (organic) search results
Top 5 things to consider for your website | Search for Beginners Ep 7 (3:00)
Project
Analyze Google Ads
Written part of Create Google Ad project
Video / TED Talk
Reading / Online Training
Google Ads
Boost Performance with Optimization Score
Increase Conversions with Performance Planner
What is Calm Design and How Can You Use it in Your Marketing?
Lesson
Work on project
Project
Create a Google Ad
Google Ads Checkpoint 2
Google Ads Search Certification
Module Learning Outcomes
Use Microsoft Excel efficiently to solve real-world problems
Video / TED Talk
Reading / Online Training
Lesson
Why learn spreadsheet software?
Analytics - data-driven decisions
Useful in almost all business and in life
Excel and Google Sheets
Analyze survey results
Make a personal budget
Project
Introductory Spreadsheets Part 1 - Excel Overview / Personal Budget / Survey Results
Video / TED Talk
Pre-video question / discussion: "If you had an extra $1000 per month, what would you do with it?"
Update: pay yourself at least 15%
Reading / Online Training
Lesson
Balance Sheets
Business Budget
Free Small-Business Budget Templates nerdwallet
Digital Marketing Budget
Annual Marketing Budget Template - SCORE
Make a push to get more web traffic before the next lesson when we analyze it
Project
Introductory Spreadsheets Part 2 - Business Budget / Digital Marketing Budget
Module Learning Outcomes
Perform analyses of Google Analytics data and interpret the data
Video / TED Talk
Reading / Online Training
Lesson
Google Sheets
Top 5 Google Sheets add-ons for Marketing
Google Analytics Add on
Project
Intermediate Spreadsheets - Google Analytics Data Analysis Part 1: Dashboard
Video / TED Talk
Reading / Online Training
Lesson
Work on project
Project
Intermediate Spreadsheets - Google Analytics Data Analysis Part 2: Perform analysis and interpret results
Module Learning Outcomes
Explain the economic and social impact of specific innovations and the opportunities they have created
Demonstrate a comprehensive understanding of how digital tools can be used to solve problems.
Video / TED Talk
Reading / Online Training
Lesson
Project
Advanced Spreadsheets - Excel Funnel Cost Tool
Lesson
Course Review / Final Project Preparation
Big takeaways
Create Final Reflection outline
Start Final Personal Option
End of class awards