Program Overview
Gain real-world experience running live campaigns as you learn from experts. Launch your career with a 360-degree understanding of digital marketing.
With Udacity‘s Digital Marketing Nanodegree program, embark on your digital marketing journey with the first two core courses to define your business’s value proposition, marketing objectives and KPIs, target personas and customer journey, marketing channels, and content strategy. You will also have an opportunity to build more data-driven marketing insights about your customers and digital presence using Google Analytics and reimagine the future of your marketing capabilities by exploring newly emerging marketing technologies, what they can offer, and how you can adapt to the everchanging landscape of digital marketing.
Then, build hands-on campaign skills with one of our five optional/elective courses in marketing channels—
creating marketing content, amplifying your message through social media, making content discoverable in search, and running campaigns on a few major marketing platforms such as Facebook Ads and Google Ads.
After completing the Marketing Fundamentals, Marketing Data and Technology, and an elective of your choice, you will be eligible to graduate from Digital Marketing Nanodegree (DMND).
Educational Objectives
A graduate of this program will be able to:
- Develop digital marketing strategies by setting up your own marketing framework of business goals, market
insights, customer journeys, marketing channels, and marketing objectives. - Plan effective marketing content and channels that can maximize the ROI of your marketing campaigns.
- Analyze your audience and marketing performance along with newly emerging marketing technologies to
upgrade your marketing strategies. - Create a marketing campaign using the most effective channel to achieve your marketing objectives on
popular marketing platforms such as Facebook and Google Ads.
Course Outline
Lesson 1: Introduction to the Digital Marketing Framework
In this lesson, we’re introduced to:
- The big picture – Become familiar with Udacity’s digital marketing framework and how each part works together for my marketing strategy.
- The project I’ll build at the end of the course.
- The prerequisites I’ll need to have before you take this course.
- The business stakeholders I’ll interact with as a professional in this field.
- The tools and environment I’ll need for the course.
By the end of this lesson, I’ll have context on what this course is about and what I’ll need to have to succeed in the course.
Lesson 2: Your Business Value
In this lesson, we’ll learn about:
- Core components of the business I market
- The value proposition of I business
- How to align the marketing strategy with the overall branding strategy of the business
By the end of this lesson, I’ll be able to identify the business I market and its core components, explain how a business’s value proposition is a crucial starting point for marketers, and align the marketing strategy with the company branding strategy.
Lesson 3: Your Customer
In this lesson, we’ll:
- Build empathy maps and use them to identify and create a target persona
- Build customer journeys to understand better the process that customers go through in interacting with my business or brand
- Map out key touchpoints along the customer journey, identifying areas for improvement in the engagement process.
By the end of this lesson, I’ll be able to create customer empathy maps and target personas, build my customer journey in five stages and map out the key touchpoints and stages of my customer journey.
Lesson 4: Marketing Channels
In this lesson, we’ll learn:
- How to identify the different types of channels and how channels
- Which marketing channels are available
- The relevant channels for our business, target customer, and budget
By the end of this lesson, I’ll be able to explain how different types of channels affect your marketing strategy, how to recognize the best marketing channels, and how to identify the most relevant marketing channels to suit my customer journey.
Lesson 5: Marketing Objectives & Performance
In this lesson, we’ll learn:
- How to investigate marketing objectives and performance
- Describe the role of marketing objectives, KPIs, and metrics in digital marketing
- Identify the most relevant KPIs and metrics to measure our marketing objectives
By the end of this lesson, you’ll be able to describe the role of marketing objectives, KPIs, and metrics and identify relevant KPIs given marketing objectives.
Lesson 5: Plan Your Content
In this lesson, we’ll learn:
- Plan your marketing content by understanding your customer personas and classifying three types of content to serve them.
- Create and manage your content using creative storytelling and curation strategies.
- Develop execution plans to distribute, promote, and monitor your content by creating a content calendar.
- Identify the ideal type of landing page or website structure to host your content.
By the end of this lesson, we’ll be able to classify the content that will help us reach our target personas and look at the role that creative storytelling plays in digital marketing, and how we can curate and repurpose content. We will also identify the best way to distribute and promote content using a content calendar, as well as analyze the success of our content. Finally, we check out the user experience through an inspection of landing pages.
Lesson 6: Working in Digital Marketing Roles
In this lesson, we’ll learn:
- How to identify the key skills and experiences required to become a digital marketer or work on digital marketing projects.
By the end of this lesson, I’ll be able to better understand the skills and experiences required to become a successful digital marketer and will have the skills, knowledge, and know-how to work alongside them.
Final Project Preview
I will be given the opportunity to demonstrate my learning through a hands-on project at the end of this course. The goal of this project is to touch on all aspects of digital marketing that we covered in the course to create a complete marketing plan. Through this project, I will have an opportunity to use my own company or the sample Magnolia Coffee Company to add to my portfolio for future digital marketing roles.
