CSBDM2 - Digital Marketing: Practical Techniques for Online Advertising
The Internet and digital technologies have considerably changed the business landscape, from the way consumers search information, make transactions, and share experiences, as well as the way firms market towards and engage with consumers. At the forefront of this dynamic evolution is digital advertising – a pivotal force in propelling businesses forward in the online realm. Thus, mastering the art of online advertising has become an essential skill.
This course is designed to equip students with the knowledge and strategies needed to harness the potential of digital advertising. Understanding the nuances of various advertising approaches is paramount. Tailoring campaigns to different business models, target audiences, and the diverse stages of the consumer decision-making journey is key to maximizing marketing return on investment. This course presents a structured framework, offering an in-depth exploration of digital advertising fundamentals, practical applications, and emerging trends. Beyond that, this course also helps students understand how to leverage various types of paid advertising in different business scenarios.
Course Outline
July 11, 2024: live-online 9am-12noon; Week 1: 3 hours – Introduce the concepts of Google Search, Google Display, and Google ads (the ad platform).
July 18, 2024: live-online 9am-12noon; Week 2: 3 hours – Create a Google ads account (individual account), and practice examples to create a search campaign and a display campaign. Also, decide what business to promote in the live campaigns next week.
July 25, 2024: live-online 9am-12noon; Week 3: 3 hours – Outline the live campaigns and create a search campaign and a display campaign. This will be a group project. Launch the campaigns on Google before the class is dismissed.
August 1, 2024: Week 4: Monitor the campaigns without meeting with the instructor and fill in a weekly report.
August 8, 2024: Week 5: Monitor the campaigns without meeting with the instructor and fill in a weekly report.
August 15, 2024: live-online 9am-12noon; Week 6: 3 hours - Monitor the campaigns and fill in a weekly report the day before the class. In the class, discuss findings, and implement changes to the campaigns. Lecture on Google video ads.
August 22, 2024: Week 7: Monitor the campaigns without meeting with the instructor and fill in a weekly report.
August 29, 2024: Week 8: 2 hours - Consolidate all results, and discuss lessons learned and future plans.
Learner Outcomes
At the conclusion of this course, students should:
- Obtain Google ads certifications:
- Google Ads Measurement Certification
- Google Ads Search Certification
- Google Ads Display Certification
- Google Ads Video Certification
- Understand the principles behind a successful digital advertising strategy
- Develop the skills necessary to create different types of online advertising campaigns tied to a brand’s objective
- Apply the principles learned in this class to create and run paid search and display advertising campaigns for a local business
Notes
Who should take the course?
This course can be beneficial for a wide range of individuals and professionals who are interested in or involved in the field of digital marketing and advertising.
Entry-level Digital Marketers: Professionals who work in the digital marketing industry, including marketing coordinators and specialists, can benefit from staying up-to-date with the latest trends and techniques in online advertising.
Freelancers: Freelancers who offer digital marketing services, such as social media management, content creation, or paid advertising, can enhance their skillset and offer more comprehensive services to their clients.
Small Business Owners and Entrepreneurs: If you own a small business or are an entrepreneur looking to promote your products or services online but with limited marketing resources, understanding online advertising strategies can help you effectively reach your target audience and grow your business. In addition, this course helps you make the most of your budget and effectively compete in the digital landscape.
Communication Professionals: Public relations practitioners, communication specialists, and media professionals can gain insights into how online advertising can be integrated with broader communication strategies.
Web Developers and Designers: Understanding online advertising can help web developers and designers create websites and online assets that are optimized for advertising campaigns.
Upskilling Scholarship: Apply Here
Contact
Haley Nolen
UAB Collat School of Business
Program Manager of Professional Education
hnolen@uab.edu
or
Cori Perdue, PhD.
UAB Collat School of Business
Director of Professional Education
Call or email us today with questions: (205) 934-7604
