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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Digital Marketing Strategy

This capstone-level course integrates all digital channels into a cohesive, high-performance machine. Students will move beyond tactical execution to strategic planning, learning how to build “Full-Funnel” marketing ecosystems. The curriculum covers the customer journey, the synergy between SEO, SEM, and Social, and the advanced analytics required to optimize budget allocation across channels.

§ 01 By the end you can
  1. Construct comprehensive "Full-Funnel" marketing strategies (Awareness to Retention)
  2. Integrate Paid, Owned, and Earned Media (POEM framework)
  3. Develop Customer Journeys and sophisticated Buyer Personas
  4. Master Search Engine Marketing (SEO & PPC) integration
  5. Utilize CRM and Marketing Automation tools (HubSpot/Mailchimp) for lead nurturing
§ 02 Sixteen sessions

The whole semester.

  1. 01The Digital Landscape: POEM Framework
  2. 02Developing Buyer Personas & Empathy Maps
  3. 03The Marketing Funnel: Top, Middle, Bottom
  4. 04SEO Strategy: Technical vs. Content
  5. 05SEM & PPC: Google Ads Strategy
  6. 06Social Media Integration: Organic + Paid
  7. 07Data Analytics: GA4 & Tag Manager
  8. 08 · MidtermMidterm Examination
  9. 09Email Marketing & Automation Flows
  10. 10Content Marketing Strategy (Inbound)
  11. 11Conversion Rate Optimization (CRO)
  12. 12CRM Integration & Lead Nurturing
  13. 13Affiliate & Partnership Marketing
  14. 14Attribution Models: First Click vs. Last Click
  15. 15Future Trends: AI & Voice Search
  16. 16Final Project: The Integrated Digital Strategy

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Integrated Digital Strategy

How it’s judged

Recommended reading
  1. Digital Marketing Strategy: An Integrated Approach to Online Marketing by Simon Kingsnorth
  2. Marketing 4.0: Moving from Traditional to Digital by Philip Kotler
  3. Building a StoryBrand by Donald Miller
  4. Traffic Secrets by Russell Brunson
  5. Hacking Growth by Sean Ellis
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