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UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 1UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc.

“Nearly half of businesses (41%) invest more than $500,000 in digital

marketing every year.” - The Manifest, 20181

UCF DIGITAL MARKETING BOOT CAMPCURRICULUM OVERVIEW

The field of marketing is evolving. The rise of the digital economy is transforming how customers

interact with businesses. Marketers are increasingly at the intersection of marketing and

technology, harnessing google ads and google analytics, technical SEO, and CRMs to conduct

business.

The 24-week UCF Digital Marketing Boot Camp is a challenging, part-time program that takes a

multidisciplinary approach to attaining proficiency in marketing strategy, digital advertising, and

modern tools in site analytics and reporting.

Throughout the course, you will gain experience with a host of popular tools and methods such

as campaign development, content marketing, HTML/CSS, MailChimp, and Facebook Insights.

You will also learn how these concepts are leveraged within marketing specializations from social

media strategy to public relations, as well as best practices for using these skills to add value to

1https://themanifest.com/digital-marketing/how-businesses-invest-digital-marketing

UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 1

Are you a creative, curious, and ambitious professional looking to break into the

field of Digital Marketing? If so—or if any of the following describes your situation—

enrolling in our Digital Marketing Boot Camp could be a smart career move:

A marketing professional who wants to attain a more technical skill set in

the wake of their organization’s digital transformation.

A business professional, such as a sales representative, account manager,

or project manager, who wants to transition into the marketing sector and

understand how to apply technology skills to marketing.

A tech enthusiast looking to get his/her foot in the door in the world of

marketing

A manager who wants to supercharge his/her skill set to better understand

the marketing side of their organization.

Who Is This Program For?


Students will graduate with a foundation in Digital Marketing, including*:

Marketing Strategy

• Brand Strategy

• Brand Building

• Campaign Development

• Lead Generation

• Conversion Funnels

• Marketing Metrics

• Marketing Optimization

• Product/Market Fit

Digital Advertising

• Pay-Per-Click

• Budgeting

• Paid/Organic Search

• Google Keyword Planner

• Google Ads

• Retargeting

• Audience Building

• Affiliate Marketing

• Display Advertising

• Native Advertising

Web Analytics and Design

• Search Engine Optimization

• Google Analytics

• A/B Testing

• HTML/CSS

• JavaScript

• Wordpress

Content Marketing

• Content Mapping

• Growth Marketing

• Social Media Analytics

• Social Media Platforms

• Topic Clusters and Pillar Pages

• Search Engine Optimization (SEO) for

Content

Email Marketing & Customer

Relationship Management (CRM)

• CRMs like Salesforce

• MailChimp

• Reporting and dashboarding software like

Tableau

*The material covered in this course is subject to change due to market demand.

The Skills Students Will Gain


Building On The BasicsMarketing departments are increasingly leveraging technology so employees

require not only marketing knowledge but technical knowledge to succeed.

That’s why our curriculum is designed to provide you with a deep foundation on

the core technical skills needed to succeed in the field. Throughout the program,

expect to learn brand new skills and be challenged in completing difficult real-

world problems to demonstrate your new abilities. By the program’s end, you will

have a strong professional portfolio showcasing your work.


Individuals who complete the program will be qualified for a wide

range of roles, including:

Marketing Manager

Public Relations/ Communications

Specialist

Media Planner/Buyer

Marketing Specialist

Communications Specialist

Media Planner

Social Media Strategist

Communications Manager

Search Engine Optimization

Specialist

Social Media /Specialist

Director of Marketing

Public Relations Manager

Marketing Coordinator/Assistant

Market Research Analyst

Content Marketer

Digital Marketing Manager

Real World Application, Real Jobs


By the time they complete the program, students can expect to be able to:

Understand the principles of traditional marketing

and their application to the digital economy.

Create, communicate, and execute branding

strategy for a variety of business types.

Enact a data-driven marketing strategy using

modern tools to enable continuous improvement.

Analyze product market fit and create a value

proposition for potential customers.

Leverage paid and organic search by using tools

like Google Ads and Google Keyword Planner.

Design a web page using Wordpress and

customize it using HTML/CSS and JavaScript

Conduct Search Engine Optimization, leveraging

tools like Google Trends.

Optimize website traffic using tools like Google

Analytics.

Create a social media strategy to meet key

business goals related to specific target

audiences.

Automate and optimize your email marketing

using A/B testing, segmentation, and marketing

analytics.

Use Customer Relationship Management (CRM)

software to track leads, opportunities, and

customers through the marketing lifecycle.

Design marketing reporting with visualization

tools like Tableau.

What Students Will Learn


Course StructureOver the course of 24 weeks, you’ll attend informative lectures, participate in a variety

of individual and team exercises, and work independently in the classroom and at home.

Homework assignments provide an opportunity to apply what you’ve learned and build

on it. The goal is to give you a comprehensive learning experience and true insight into a

“day in the life” of a Digital Marketing professional.

PORTFOLIO PROJECTS

Your portfolio signals to

employers that you are ready

for primetime! You’ll build a

substantial portfolio of projects

that demonstrate your abilities

across a wide variety

of technologies.

PROJECT WORK

You’ll work on timed in-class

exercises and projects individually

and in teams to put classroom

teachings into practice.

DISCUSSION

Instructor-led discussions cover

the background, history, and use

new technologies or concepts.


We’re Here To HelpAs individuals move up the learning curve, they’re likely to have questions around some

of the concepts covered in class. We’re here to help—through in-person and virtual

office hours, as well as a dedicated #slack channel where students can get assistance

from instructors, support staff, and their fellow classmates. In addition to learning digital

marketing, students will have access to career services that will help them prepare for

technical roles after graduation through resources and activities such as:

Career Content and Practice

Sessions

Online Career Events With

Industry Professionals

Soft Skills Training

One-on-One Career Coaching

Database of Customizable Tools

and Templates

• Multiple Technical Resume

Templates

• Creating an Elevator Pitch

• Developing a Bio


Meeting Employer ExpectationsIt’s a fact: companies care about what a person can do, not what a person says

they can do. For that reason, our curriculum teaches individuals how to apply what

they’ve learned to simulated and lab-based environments. You will be able to talk

to future employers about these projects and showcase them as part of your future

professional portfolio

The curriculum emphasizes in-depth exploratory labs, ranging from building a

full-blown company marketing strategy to analyzing marketing campaign results.


New Business, Who Dis? (Social Media Advertising)

Description: You’ve just been hired to pitch a social media strategy to a new company in town! The company is

eager to become a household name; they want to use at least two different social media platforms to get their

name out there. You need to come to the pitch with example ads for the platforms, SEO recommendations and a

plan for optimizing engagement should you win the business.

Mom-and-Pop Need a Shop (Web Design/Click Stream Analytics)

Description: Your favorite local business is struggling to stay in business. After talking to the owners, you realize

their website is in desperate need of a redesign! In an effort to help them turn their business around, you’ve

decided to build them a website that is sure to bring them more site traffic and ultimately, more foot traffic.

Skills

• HTML/CSS

• Web Design

• Wordpress

• Technical SEO

Objectives

• Create an online presence using Wordpress.

• Customize your website to meet your clients’

needs using HTML and CSS.

• Optimize website traffic using technical SEO

Objectives

• Become deeply familiar with social media

advertising platforms.

• Practice designing marketing creatives.

• Practice implementing audience segmentation.

• Learn to optimize performance using

engagement metrics

Skills

• Content creation

• Audience segmentation

• Engagement analytics

• Social media ad optimization

Portfolio Projects


Get to the Inbox (Email Marketing/Analytics)

Description: You have just started a new career in Digital Marketing and your company is throwing you into the

deep end! You’ve been asked to take a look at existing email campaigns and find ways to reach more potential

customers and turn them into product evangelists. After your analysis, you’ll design a new email campaign strategy

Keep Leads Warm (CRM/Marketing Strateg)

Description: Your success in other areas of the business has earned you a new title, Marketing Analyst. Your new

charge? Re-engage potential customers that didn’t bite last time in a whole new way. You’ll start by analyzing your

database and finding the best group to try to re-target. Next, you’ll design a new strategy to entice them using A/B

testing, campaign automation, and create a presentation to WOW your company.

Skills

• CRMs

• A/B Testing

• Strategy Documentation

Skills

• Marketing Analytics

• Email Campaign Strategy

• Mailchimp

Objectives

• Learn how to measure the success of email

campaigns using KPIs.

• Learn to use marketing analytics to identify

optimizations for email campaigns.

• Apply key optimizations to create new campaign

strategies.

• Create new campaigns and integrate continuous

analysis practices using Mailchimp.

Objectives

• Leverage CRM databases to identify and create

segments of cold leads for retargeting.

• Create a strategy for re-engagement leveraging

marketing analytics

• Incorporate A/B testing and segmenting into your

campaign to increase success of re-targeting.

• Integrate marketing analytics like open rate,

bounce rate, CTR, and conversion to measure and

optimize your campaigns.

Portfolio continued...


Module Description What You’ll Learn

Learning Module: Intro to Marketing/

Marketing Strategy

Students begin with an introduction to fundamental

concepts of traditional marketing, before diving

headfirst into strategy. Individuals will understand

the breadth of the marketing lifecycle and how to

take advantage of various touchpoints and optimize

marketing metrics.

» Brand Strategy

» Brand Building

» Lead Generation

» Conversion Funnels

» Marketing Metrics

» Marketing Optimization

» Campaign Development

» Product/Market Fit

Learning Module: Digital Advertising

Students will be exposed to the platforms and tools by

which digital marketers reach their customers. They’ll

explore how to target new customers, retarget past

customers, and keep potential and current customers

engaged through a variety of tools and technologies.

» Social Media Platforms

» Email Marketing

» Marketing Automation

» Search Advertising

» Retargeting

» Affiliate Marketing

» Display Advertising

» Native Advertising

» Content Marketing

Learning Module: Web Design and Site

Analytics

Dive into all things web pages including design,

interactivity, and analytics. Students will gain experience

with HTML/CSS/JavaScript, SEO, and Wordpress, and

Google Analytics.

» UX and Graphic Design

» Wordpress

» HTML/CSS

» JavaScript

» Search Engine Optimization

» Technical SEO

» Google Trends

» Google Keyword Planner

» Google Analytics

» Google Ads

» Outbrain

» A/B Testing

Learning Module: Reporting and Visualization

Students will explore Customer Relationship

Management software, reporting with Tableau, and

Customer Journey Mapping.

» CRMs

» Salesforce

» Touchpoints and Conversion Paths

» Attribution Models

» Tableau

Learning Module: Final Projects

Students will work in small groups to leverage the

software, skills, and techniques learned throughout the

course in this final project to showcase to the world

what they’ve achieved!

» Dreaming up something

fantastic and pushing the

bounds of what is reasonable

and achievable

Course Curriculum By Module

Download - UCF DIGITAL MARKETING BOOT CAMP - media.trilogyed.com · UCF Digital Marketing Boot Camp - Powered by Trilogy Education Services Inc. 1 Are you a creative, curious, and ambitious

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