Digital Marketing Nanodegree

Syllabus

Contact Info
While going through the program, if you have questions about anything, you can reach us at
support@[Link]. For help from Udacity Mentors and your peers visit the Udacity Classroom.

Nanodegree Program Info

Version: 4.0.0

Length of Program: 74 Days*

* This is a self-paced program and the length is an estimation of total hours the average student may take to complete all required coursework,
including lecture and project time. Actual hours may vary.

Part 1: Marketing Fundamentals

Becoming a digital marketer is a journey - let us be your guide. In this course, we give you a framework to help
you organize and plan your approach. We also introduce you to three companies that are featured
throughout the Digital Marketing Nanodegree as examples of how to apply what you learn in both B2C and
B2B contexts.

Project: Prepare to Market

You will market a Udacity product or your company's product/service, summarize the business model of the
company you work for, articulate the marketing objective, and develop a target persona.

Part 2: Content Strategy

Content is at the core of all marketing activity. In this course you learn how to plan your content marketing,
how to develop content that works well for your target audience, and how to measure its impact.
Part 3: Social Media Marketing

Social Media is a powerful channel for marketers. In this course, you learn more about the main social media
platforms, how to manage your social media presence, and how to create effective content for each platform.

Project: Market your Content

In this project we want you to practice producing and marketing content about a subject you know very well –
yourself!

Part 4: Social Media Advertising

Cutting through the noise in Social Media can be challenging, and often, marketers must use paid social
media marketing strategies to amplify their message. In this course, you learn about the opportunities for
targeted advertising in social media and how to execute advertising campaigns that resonate with your
audience.

Project: Run a Facebook Campaign (Part 1)

Create, manage, and monitor an advertising campaign on Facebook for a B2C or B2B product. While the
campaign is live on Facebook, you will optimize your campaign to achieve the best ROI possible.

Supporting Lessons
Lesson Summary

Discover how social media advertising works and dive into the
Intro to Social Media Advertising
current landscape.

Social Media Platforms offer different opportunities for paid

Choose the Right Platforms advertising. Learn what is possible on several platforms,
evaluate which is right for your objective, and your audience.

Facebook is a powerful social media platform with a massive

audience worldwide. Gain hands on experience by setting up
Facebook - Getting Started
your Facebook advertising account and explore campaign
objectives.

Ads need to reach the right audience. In this Facebook focused

lesson, you'll learn different ways to target your audience, ad
Facebook - Create Ad Sets
placements available, and how to determine a budget and
bidding schedule.

Learn how to create and run ads on Facebook, write

compelling copy, choose the right images, test different ads,
Facebook - Create & Manage Ads
and evaluate the performance of ads using campaign
examples.

Project: Run a Facebook Campaign (Part 2)

In this project you will report on and evaluate your Facebook advertising campaign.

Part 5: Search Engine Optimization (SEO)

Search engines are an essential part of the online experience. Learn how to optimize your search engine
presence through on-site and off-site activities, including how to develop your target keyword list, optimize
your website UX and design, and execute a link building campaign.

Project: Conduct an SEO Audit

In this project, you'll conduct an on-site and off-site SEO audit, and three site performance tests to improve
the DMND website’s visibility in a search engine.

Supporting Lessons
Lesson Summary

Learn what Search Engine Optimization (SEO) entails, where

How Search Works SEO belongs in the customer journey, and how search engines
work.

Learn the techniques that marketers use to make their sites as

Keywords friendly as possible to search engines, including how to build
and fine-tune your list of keywords.

Find out how to use the elements of a site -- including source

Tags and Site Structure code, tags, URL structures and site navigation -- to build your
onsite SEO.

Understand the principles of SEO further by using offsite

Link-Building optimization tactics, including link-building, a powerful SEO
technique that you'll learn to use in your own campaign.

Learn how to conduct both a content and technical SEO audit,

SEO Audit and the Future of SEO
and how to avoid bad SEO practices.

Part 6: Search Engine Marketing (SEM)

Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability
through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this
course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.

Project: Create an AdWords Campaign (Part 1)

In this project, you will create, execute, and monitor a search engine marketing campaign on the AdWords
platform for either Udacity or your own business.

Supporting Lessons
Lesson Summary

Learn the basics of Search Engine Marketing and how Google

Intro to SEM
AdWords campaigns are organized.

You'll learn approaches and tools to developing your keyword

Keywords lists and understand the power of long tail keywords and how
search queries and keywords are

You will learn about the different elements of effective text

Text Ads ads, ad extensions, and best practices and the most common
mistakes when writing text ads.

Learn how AdWords bidding works, how Google decides which

Ad Rank and Maximum CPC bid ads to place, when, and how to calculate the maximum you
should bid per click.

In this lesson, we will bring all the elements we;ve covered so

Navigate AdWords far together by setting up a lead campaign in Google AdWords
and learning how to use the tool.

In this lesson, we will discuss the KPIs that you should monitor
Metrics and Optimization
and optimize when running an AdWords campaign.

Project: Run an AdWords Campaign (Part 2)

While your campaign is live, you will test, monitor, and optimize your results for the best possible ROI.

Part 7: Display Advertising

Display advertising was the first form of advertising on the web. It's still a powerful marketing tool,
strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this course,
you learn how display advertising works, how it is bought and sold (including in a programmatic
environment), and how to set up a display advertising campaign using Google’s AdWords.

Project: Evaluate a Display Campaign

In this project, you will evaluate the results of a display advertising campaign and create a presentation of the
results for management.

Part 8: Email Marketing

Email is an effective marketing channel, especially at the conversion and retention stage of the customer
journey. In this course, you learn how to create an email marketing strategy, create and execute email
campaigns, and measure the results.

Project: Market with Email

In this project, we will create an email marketing campaign for either DMND, Corporate Training, or your
company and complete the components needed to implement a successful email marketing campaign.

Part 9: Measure & Optimize with Google Analytics

Measurability is what makes Digital Marketing uniquely powerful. Actions online can be tracked, and so can
the effect of your digital marketing and advertising efforts. In this course, you'll learn how to use Google
Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate
your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.

Project: Improve Your LinkedIn Profile

Find your next job or connect with industry peers on LinkedIn. Ensure your profile attracts relevant leads that
will grow your professional network.

Supporting Lessons

Lesson Summary

An overview of the kind of jobs you can find in Digital

Jobs in Digital Marketing Analytics
Marketing Analytics.

Part 10: Conclusion

Wrap up your Digital Marketing Nanodegree Program with some final information about marketing
frameworks, and then celebrate!

Project: Create Your Portfolio

Supporting Lessons

Lesson Summary

This is the last lesson in the Digital Marketing Nanodegree!

Create a Marketing Plan and Conclusion Here you will put everything you learned together in a
marketing plan, and, we will celebrate!
 Udacity

Generated Fri Sep 18 03:31:52 PDT 2020