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Digital Marketing Fundamentals
Introduction
Introduction (7:09)
Questions
Forum
1. Fundamentals
Introduction
Academic Reading
Technical Terms (18:40)
Supplemental Reading
Successful Websites (14:45)
Analyzing Amazon.com (26:04)
Fundamentals Quiz
Practitioner Lecture on Affiliate Marketing
2. Web Design
Introduction
Practitioner Lecture on Web Design
Academic Reading
Web Design Frameworks (34:19)
Supplemental Reading
Web Page Elements (14:45)
Web Design Worksheet: Website Maintenance
Landing Pages (12:28)
Web Design Quiz
3. Digital Analytics
Introduction
Academic Reading
Making Better Decisions with Analytics (20:00)
Supplemental Reading
Practitioner Lecture on Google Analytics
Metrics (16:14)
Metrics Worksheet
Attribution (12:25)
Quiz
Practitioner Lecture on Web Analytics
4. Search Engine Optimization
Introduction
Practitioner Introduction to SEO
Academic Reading
Introduction to On-Site SEO (16:59)
Keyword Mapping (12:52)
Learning from Overstock.com (6:26)
Quiz
Practitioner Lecture on Keyword Research
5. Email Marketing
Introduction
Practitioner Lecture on Email Marketing In The Digital Age
Academic Reading
Building a Case for Email Marketing (11:49)
Email Capture (10:12)
Academic Research on Email Marketing
Email Content and Metrics (29:13)
Email Marketing Worksheet
Quiz
Practitioner Lecture on the New Email Marketing
6. Paid Search
Introduction
Academic Reading
Keyword Selection (16:12)
Ad Copy (18:16)
Supplemental Reading
Ad Rank (8:56)
Learn More About Ad Rank
Academic Theory (22:34)
Academic Research on Paid Search
Paid Search Activity
Quiz
Practitioner Lecture on Core Concepts of Paid Search Marketing
7. Display Ads
Introduction
Academic Reading
Display Networks and Bidding Strategies (25:38)
A Helpful Video on Google Display Network
Retargeting / Remarketing (8:14)
Academic Research and Supplemental Reading on Display Advertising
Audience Targeting and Messaging (18:46)
Quiz
Practitioner Lecture on Remarketing
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Practitioner Lecture on Web Analytics
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