Study Guide

Objective

Student
- understands key terminology and indicators in the field
- understands the importance of the web in the sales process
- can use digital marketing to develop the marketing and sales of a company and can apply what he/she has learned in practice.
- knows the importance of search engine optimization and knows how to design measures to increase website traffic and engagement
- knows the basics of web analytics. (GA 4)
- understands how to develop a digital marketing strategy that supports sales

Content

- Digital marketing terminology
- Smarketing thinking
- Google Analytics 4, basics
- Digital marketing channels; e.g. SEO, SEA, display advertising
- Banner and keyword advertising campaign design: targeting, pricing methods
- Designing a digital marketing strategy for a small business