Description

This syllabus is designed to help students learn about digital advertising as a powerful strategy for starting, running, and growing a business. This course prepares students to enter the world of internet, digital and paid ads marketing. This course uses Professional certifications, resources, exercises and software to create a comprehensive approach to creating and executing a Social Media Marketing strategy. It is a framework to prepare students to enter the world of digital marketing as educated and informed professionals.

Program

MBA

Objectives

• The purpose of this course is to learn how to create a targeted, data-driven advertising strategy for reaching consumers online that drives business value and also delights audiences. This includes: • social media ads • paid search ads • display advertising, and programmatic advertising. Also, upon the completion of this course, students should be able to: • Learn how to strategize and plan paid media campaigns by identifying their target audience, setting goals and objectives, and more. • Learn the three key types of ad targeting, including demographic targeting, behavioral targeting, and contextual targeting. • Learn about the advertising options that are available across multiple platforms, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, and TikTok. • Learn best practices for creating remarkable digital ads for social media and see examples of effective social media ads in action. • Learn the ins and outs of Google Ads extensions, dive deeper into the Google auction, and learn how to diagnose and optimize campaigns. • Learn how programmatic advertising works, the types of programmatic media buying, understand the programmatic advertising channels, and be introduced to the ad platforms. • Learn what attribution models are, how to build and scale reports, measure and communicate return on investment, and launch experiments to improve performance.