Digital Marketing, Branding and Ecommerce Technology by Example

Instructor: Oguz Alpoge

*** Course description

This course teaches Digital Marketing with hands-on practical examples of MailChimp, Constant Contact, LinkedIn, Amazon MarketPlace and SiteFinity Ecommerce and others. Students will study techniques and trends. Students will start creating their own campaigns online with free accounts with the templates provided.

Additionally, major experience will be gained during the class in teamwork to simulate innovative and creative content creation. Digital marketing and ecommerce is becoming widely popular in corporate use in the US, Canada, South America, Europe and Asia.

*** Course goals and objectives

This course teaches students how to design advanced campaigns with all professional systems. Students will implement, configure and analyse campaigns.

*** Course prerequisites

Prior understanding of marketing concepts and trends.

Subjects

Digital Marketing Platforms, Tools
  • MailChimp
  • ConstantContact
  • Adobe Marketing Cloud
  • Amazon Marketplace, Amazon Associates Program
  • Google AdWords
  • Google Analytics
  • Twitter
  • Facebook, Facebook Ads
  • Video Services: YouTube, Vimeo
  • Blogs, News Releases
  • Customer Relationship Management: SalesForce, Sugar CRM, Cazoomi SyncApps CRM
  • Ecommerce Systems: Sitefinity (ASP.NET), Magento (PHP), WooCommerce (PHP)
  • Ecommerce Subscription Services: 3dCart, Volusion, Shopify, Bigcommerce
Content Creation Tools
  • Adobe Digital Marketing Cloud
  • Adobe Premiere
  • HTML5, CSS3
  • Bootstrap CSS Framework for Responsive Design
  • Responsive Design for tablet computers and smart phones
Exercises
* Creating Facebook Ads and tracking performance
* Creating Google AdWords ads
* Publishing videos on video services with branding guidelines
* Creating an ecommerce site
* Creating Templates and Page Layouts
Project Work
Learning is based on hands-on, practical exercises. Web based projects will be created and posted online.
Students will gain access to production web systems. They will publish their creative designs during class. Exercises and projects will give major confidence for job interviews.
Students will be able to keep the designs and templates for future improvement. Online projects will help as live demonstration of accomplishments during job interviews. Hundreds of template samples will be shown and the student will be provided in-depth learning on nearly every aspect.

Textbooks

Adobe Target Classroom in a Book
- Adobe Target Classroom in a Book (Adobe Marketing Cloud)
by Brian Hawkins, Lily Chiu-Watson (July 23, 2014)
The New Rules of Marketing & PR
- The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
by David Meerman Scott. Publisher: Wiley, 4th edition (June 19, 2013)
Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
- Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
by Damian Ryan (Jun 28, 2014)
Likeable Social Media (recommended)
- Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
by Damian Ryan (June 7, 2011)
The Rebel's Guide to Email Marketing (recommended)
- The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win
by DJ Waldow, Jason FallsDamian Ryan (Que Biz-Tech) (August 25, 2012)
Facebook Marketing All-in-One For Dummies (recommended)
- Facebook Marketing All-in-One For Dummies
by Amy Porterfield, Phyllis Khare, Andrea Vahl (December 5, 2012)

Details

*** Scheduling and Duration
This course is given in 35 hours during 5 consecutive weekends (Saturdays or Sundays).
This allows students to absorb the material and practice with the online systems from home. Students are required to complete assignments.
The class will be scheduled depending on demand. Please contact us for training requests.
Typical class hours:
Sundays 9:00 am - 4:45 pm, with a 45 min lunch break.

*** Grading and Attendance

Grading is based on attendance, classroom participation and project completion. Attendance of 80% is required

*** Required Hardware
The classroom is equipped with a large TV monitor. Slide presentations will be utilized for demonstration and discussions.
Students will bring their own laptops. All installations will be done to their laptops. Books are students' responsibility and not included in the tuition.

  • 1.6 GHz or faster processor.
  • 1 GB of RAM (1.5 GB if running on a virtual machine)
  • 10 GB (NTFS) of available hard disk space.
  • 5400 RPM hard drive.
  • DirectX 9-capable video card running at 1024 x 768 or higher display resolution.
*** Required Operating System:
  • Windows 7 (x86 or x64) (PREFERRED)
  • Windows 8 or 8.1 (x86 or x64)
  • Windows Server 2008 R2 SP1 (x64)
  • Windows Server 2012 (x64)
  • Supported Architectures: 32-bit (x86), 64-bit (x64)
If you have a Mac laptop, you can utilize BootCamp of Apple, which lets you install Windows on a separate partition of your hard drive. Or you could install one of three third-party virtualization programs: Parallels Desktop, VMware Fusion, or VirtualBox, each of which lets you run Windows (or another operating system) as if it were just another OS X application.

*** Recommended Software
Presence of Microsoft Office is recommended.

Course requests, enhancements and suggestions are welcome.