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Describe the role of marketing in the context of broader business operations and objectives.
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Explain the market positioning and unique value proposition of a company and/or product.
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Develop segmentation of customers and user personas.
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Identify the various online and offline marketing channels and rationale for marketing through each.
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Summarize key marketing metrics and the purpose of backwards planning and measurement of marketing efforts with respect to these objectives.
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Recognize the fundamentals of consumer psychology and buying motivations.
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Describe the process of creating an effective content strategy and communicating it.
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Demonstrate the ability to create written copy for marketing content that aligns with a brand and target audience for primary marketing channels.
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Explain the principles and best practices of visual design when creating marketing collateral.
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Summarize introductory concepts of search engine optimization.
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Describe the role of social media in a marketing campaign and differences in voice and audience across various social media channels.
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Recognize best practices in the lifecycle of a social media campaign.
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Calculate bids and the costs that come with social media advertising.
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Demonstrate how to run a social media campaign on Facebook and the key metrics for optimization.
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Explain best practices of the lifecycle of a search campaign.
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Explain best practices of the lifecycle of a display campaign.
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Calculate the bids and costs of search and display advertising.
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Describe how to perform a search and display campaign and the key metrics for optimization.
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Recognize best practices for the lifecycle of an email campaign.
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Describe the strategy to generate an email list.
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Demonstrate email automation tools and how they can help launch email campaigns.
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Describe how to develop an email plan to launch multiple email campaigns at one time.
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