Marketing Starter Bundle

In this lesson you will learn why digital marketing is essential in today's business world and what role the customer journey plays. You understand the connection between the customer journey and customer experience, differentiate between linear and dynamic models and develop personas. You also identify relevant touchpoints along your target group’s journey.

In this lesson you will learn how to optimize your marketing activities with a customer journey map and show the development process step by step. You will learn different approaches to practical work with the map, understand the marketing funnel as a complementary concept and differentiate between the phases of the See-Think-Do-Care model.

In this lesson you will learn the differences between paid, owned and earned media and how to use channels in a targeted manner. You understand the basics of SEO and SEA, the goals and formats of display and video ads, the benefits of social media and the use of email campaigns, podcasts and earned media placements.

In this lesson you'll learn what customer-centric marketing means and why clear goals are crucial. You differentiate between the meta goals of brand awareness, sales and engagement, name different marketing strategies and channel strategies and find out which factors are important in resource planning. You will also learn how artificial intelligence can be used in marketing strategies.

In this lesson you will learn the differences between SEO and SEA in search engine marketing and understand their respective objectives. You will learn why keywords are so important and analyze areas of responsibility as well as the advantages and disadvantages of both disciplines. Using concrete examples, you can see how companies successfully use SEO and SEA for their marketing goals.

In this lesson you will learn about the purpose of a content strategy in digital marketing and deal with the most important objectives. You will find out which types of content are used in different marketing disciplines, assign content types to marketing goals and funnel stages and apply the 3H model with hero, hub and help content using typical examples.

In this lesson you will get to know different content formats and content clusters and classify suitable formats. You will learn how to find suitable topics, use storytelling in content creation and use AI to support you. You will also learn how to distribute and reuse content via relevant channels and set up an effective editorial plan.

In this lesson you will learn why marketing should be data-driven and what data sources and data signals there are. You will find out which signals are crucial for certain campaigns, how platforms and channels collect data and which tracking methods are relevant. You will also receive an overview of current data protection regulations in digital marketing.

In this lesson you will learn how to select relevant KPIs and use them for your strategies and channels. You use analysis tools such as Google Analytics 4, classify events and attributions and carry out an analysis along the customer journey. You will also test content, identify biases and derive data-based optimization measures to evaluate your success.