Digital marketing

This course will give the theoretical understanding of the internet marketplace necessary to adapt to its many changes, while also equipping you with the skills needed to perform vital daily functions. By the end of the course, students will be able to walk into any company with an online presence and improve their use of the internet.

Web content strategy

The course address the following topics:

1. Content strategy (includes mobile strategy)

• Establishing content vision, principles, and goals
• Building a content strategy practice in an organisation
• Establishing a sustainable workflow

2. Writing and editing

• Writing for the web and mobile
• Reworking content for responsive design
• Editing for voice, tone, and brand style

3. Website building

• Choosing your website platform, what are the pros & cons of each
• Choosing your domain name and hosting, what you need to know before choosing
• Setting‐up and tweaking your website (using WordPress)

4. Maintaining a site and a content‐based presence

• Content auditing and evaluation
• Content modeling, reuse and recycle
• Improving the functionalities of your site by adding plugins & widgets

Principles of user experience design

• Focus on the user and all else will follow
  Google model
  UX design at the heart of the digital marketing strategy of companies

• Review: The Design of Everyday Things

• First Principles of Interaction Design
  Fundamentals of human‐computer psychology, Gestalt principles, Consistency, Learnability and other user expectations.

• Researching User Experience

• Sketching User Experience
  Wireframe and prototype examples enable to understand how user experience practitioners combine design theory and user knowledge into visual ideas – wireframes or mockups – before applying any style or branding.

• Measuring User Experience
  Case Studies provide useful examples of what you can measure to gauge the effectiveness of UX in an interface. We will consider tools like Keen.io and Crazy Egg to quantify, analyse and improve elements of user experience in projects.

Web Analytics and Programmatic Advertising

Digital channels are powerful levers for managerial and marketing action because user behaviors on them can be measured based on the traces they leave: clicks, page loads, repeated visits, etc. The measurement and analysis of these traces has become a full fledged specialized discipline, complete with tools and methodologies to apply in different circumstances.

Business analytics: advanced Excel and SQL

Students will handle real problems that occur with «messy » data and reporting, requiring retrieval from databases, cleaning, reformatting, investigating for meaning and presenting their findings in a visual manner. They will access data « in the cloud » using SQL clients, as they will in an enterprise setting, and summarise data as requested by many managers.

Python coding bootcamp

• Setup / installation of Anaconda
• Introduction to coding: variables, methods
• Loops and conditional statements
• Data structures
• I/O
• Using numpy for marketing data analysis

Statistics for market research using R

• Installation / setup of R. How to install packages
• Descriptive statistics
• Hypothesis testing
• PCA
• Working with panel data
• Charting results with ggplot