125 Summer Street 13th Floor
Boston MA 02110
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Marketing has arguably changed more than any other industry in the past 20 years. Many companies now utilize social media marketing strategies without paying anything. But paid marketing — when done right — is still the best way to effectively promote your business. In this class, you’ll get an overview of the current paid digital advertising space and learn strategies and tactics to make paid marketing viable for your business. You’ll do a channel-by-channel breakdown of each strategy, outline each platform’s advantages and disadvantages, go over what tools/resources are available for marketers online, and leave with a digital campaign creation framework and guide to selecting the best channel for your marketing goals.
-Understand the different online advertising platforms available and in what context they work best.
-Gain a high-level overview of the state of digital marketing and learn how to make digital part of your marketing mix.
-Develop a strategy for making digital marketing a viable channel for your business.
-Learn practical action items that can be implemented in 48 hrs.
Students should have a willingness to learn and ask questions, as well as a knowledge of online marketing platforms (AdWords, Google Display Network, Retargeting).
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