UVM Digital Marketing School

Snapshot:

Instructor: Bill Rowland
Start Date: TBD

If your website isn’t on the first page of search results, does your organization or business even exist?

SEO, or Search Engine Optimization, is the process of increasing the quality and quantity of traffic to your website through search results and is the foundational element for contemporary digital marketing.

Go beyond buzzwords and superficial knowledge to expand your understanding of critical digital marketing strategies with UVM’s 4-week, and fully online Advanced SEO course.

Who Should Enroll:

• Those who want to broaden their knowledge of Search Engine Optimization strategy and tactics
• Digital Marketers who want to maximize the online performance of an existing web property or enter the SEO digital marketing field
• Business Owners/Entrepreneurs who want to implement SEO strategies on their own website (eCommerce or B2B)
• Those wanting to influence their website’s rankings in Google
• Content Marketers, Podcasters, and Bloggers

What You Will Learn:

• Search Engine Foundations
• Web Search for Power Users
• Online Competitive Research
• Search Engine Ranking Factors
• Keyword Research
• HTML for Digital Marketers
• Building SEO-Friendly Websites

What You Will Receive:

• Access to SEO expert, Bill Rowland
• Access to discussion boards with regular interactions
• Optional live sessions with Bill Rowland on Mondays at 8pm EST
• Supplementary reading materials
• Assignments to apply learnings
• Hands-on experience using SEO Tools
• Hands-on experience building an SEO eCommerce website
• Digital badge to easily highlight and communicate your expertise
• Bonus Module: More Marketable You
• Optional Career Coaching

Curriculum

Topics:

• Search Background
• SEO Fundamentals
• Research for Personal Website, Examining Competitors
• Planning and Set-up (How to Start a Website from Scratch)
• Technical SEO

Gain Hands-On Experience with SEO Tools:

• Screaming Frog
• Chrome Extensions, including Keywords Everywhere
• Google Search Console
• Google Page Speed Insights
• WebPageTest.org
• WordPress
• …and more

Hands-On Experience: Building a SEO eCommerce Website

• Students will apply SEO concepts by working together to build a SEO optimized website in WordPress

Snapshot:

Instructor: Andrew Stoller
Start Date: TBD

Shopify is a complete commerce platform that allows businesses to sell in multiple places, including web, mobile, social media, online marketplace, and in person.

This course takes you through the setup, configuration, publication, and management of your first online store using Shopify. From there, we will review best practices for generating traffic through multiple sales channels and promotions within Shopify.

By the end of this course, you will have completed a store demo store that can be easily converted into a live eCommerce website for your business.

Who Should Enroll:

• Brick-and-mortar retailers without an existing online presence.
• Specialty food brands and manufacturers wanting to offer direct-to-consumer eCommerce.
• Businesses that sell on existing marketplaces (like Amazon) but wish to have their own online store.
• Marketing professionals who want to provide eCommerce services for their clients.
• Any individual who would like to start a new online business.

What You Will Learn:

• Choose the right Shopify plan, sign up for a trial, and configure your new store.
• Select and customize your store theme
• Add products, set up inventory, collect payments and configure shipping
• Create effective sales copy and photography
• Build traffic with Shopify SEO strategies paid traffic, and email.
• Promote and grow your audience with multiple sales channels like Facebook, Amazon, and Instagram.

What You Will Receive:

• Access to the Analytics course materials (videos, readings, workbooks)
• Weekly instructor presentation to review previous material, and introduce and explain new material
• Discussion board for weekly assignments, along with peer and instructor support
• Access to supplementary reading and training materials
• Digital badge to easily highlight and communicate your expertise

Curriculum

This is a 4-week course to increase your familiarity with online selling and building an online store with Shopify.

• Enhancing your customer’s experience with eCommerce & Shopify
• Setup, configuration, publication, and management of your first Shopify store
• Extending Shopify with Apps and 3rd Party Application
• Building traffic marketing and multiple sales channels

There will be a final project, occurring in Module 4, that will be a culmination of all module assignments, including objectives learned in Module 4.

Snapshot:

Instructors: Krista Park
Start Date: TBD

Wondering which metrics are the ‘important’ ones? Not sure how to explain the data you are seeing, or how to take next steps with it? Do you have trouble deciphering whether or not a marketing campaign really worked?

Increase your knowledge and usage of marketing analytics, particularly Google Analytics, with subject matter experts currently in the field. Building on Academy for Ads and supplemental content, UVM offers a deeper dive into marketing analytics and data through a series of instructor-guided weekly sessions offered fully online for four weeks. Your Instructor will provide supplemental readings, assignments to apply strategies, personal insight into the field, discussions, and feedback to help you create an analytical foundation applicable to many roles and fields.

Who Should Enroll:

• Digital Marketers looking to deepen their understanding of how to identify and use data to support their campaign planning and performance
• Analysts who want to leverage data as a way to better understand how their website is being used, by whom, and in what ways for better reporting
• Business professionals who want to create connections between offline and online data for a whole-world view of their business
• Individuals who wish to enhance their analytics knowledge by delving deeper into basic (and some more comprehensive) data functions, featuring Google Analytics, but applicable across multiple analytics platforms

What You Will Learn:

• How to identify key performance indicators, select the accompanying metrics, and understand influencing data impacts
• Mapping data to key performance indicators, strategies, and objectives
• Identification of ancillary factors impacting your data set
• How to work with trends to identify patterns versus standard fluctuations
• Data combinations for more robust outputs (e.g. segments, filters, dimensions, custom views)
• Presenting data in understandable and consumable formats
• Data presentation structures – report types, frequency, update methods (manual, automated)
• Creating actionable insights for business decision-making
• Developing baselines and projections

What You Will Receive:

• Access to the Analytics course materials (videos, readings, workbooks)
• Weekly instructor presentation to review previous material, and introduce and explain new material
• Discussion board for weekly assignments, along with peer and instructor support
• Access to supplementary reading and training materials
• Bonus Module: More Marketable You
• Digital badge to easily highlight and communicate your expertise

Curriculum

This is a 4-week course to increase your familiarity with, and usage of, marketing analytics, particularly Google Analytics.

• Key Performance Indicators, Contextual Metrics, and Data Mapping
• Evaluating Data for Patterns and Anomalies
• Baselines, Benchmarks, and Forecasting
• Data Presentation Structures and Methods
• Creating Actionable Insights for Decision Making

There will be a final project, occurring in Module 4, that will be a culmination of all module assignments, including objectives learned in Module 4.

Snapshot:

Instructor: Tyler King
Start Date: Self-paced

Marketing has changed over the last 10 years. Consumers have more power than ever when it comes to what they see and buy online. It is now up to marketers to go beyond traditional advertising campaigns and find ways to build a relationship with their audience. And one of the best ways to do that is by telling a story.

This course is designed to help social media marketers understand the key components of storytelling and how they can apply these principles to their digital marketing campaigns.

Who Should Enroll:

• Social Media Marketers looking to find new ways to create lasting relationships with their audience.
• Public Relation Professionals who want to better understand the unique ways social media can be used to tell a compelling brand story online.
• SEO Managers who want to find better ways to create content that will be shareable on social and increase engagements with the people who visit their websites.
• Any Individual who wants to learn more about social media and the importance of storytelling in modern marketing campaigns.
• Small Business People/Team Of One who need help jumping into the world of social media marketing.
• Non-Profit Marketing Professionals who don’t have the internal support or resources to effectively share their story on social media.

What You Will Learn:

• Identify who your audience is and what they want to engage with on social media
• How you can use social media storytelling to create an audience who loves your brand
• Know what kind of story goes on each unique social media platform
• How to build a brand your audience will love and trust
• Understand when to use copy and visuals to tell your story
• How to incorporate influencers and customer stories into your storytelling

What You Will Receive:

• Access to the Social Media Storytelling course materials (videos, readings, workbooks)
• Weekly instructor presentation to review previous material, and introduce and explain new material
• Discussion board for weekly assignments, along with peer and instructor support
• Access to supplementary reading and training materials
• Bonus Module: More Marketable You
• Digital badge to easily highlight and communicate your expertise

Curriculum

This is a 4-week course to increase your familiarity with, and usage of, storytelling in your social media marketing campaigns.

• Finding the Narrative in Your Marketing Campaigns
• Understanding Personas
• Structure of a Storytelling Focused Social Media Post
• Visual Language of a storytelling on social media
• How to Measure the Impact of your Storytelling
• Capstone Project
  • Find a Brand/Product
  • Create a Social Media Campaign based on the story principles you learned during this course.

There will be a final project, occurring in Module 4, that will be a culmination of all module assignments, including objectives learned in Module 4.

Syllabus_SocMediaStorytelling_October2020_final