Digital-Marketing - Marketing
Digital-Marketing - Marketing
Digital-Marketing - Marketing
MARKETING
BOOTCAMP
Table of Contents
About the Digital Marketing Bootcamp 03
Preparing You to Enter the Digital Marketing Workforce 05
What You Will Learn 06
Program Structure 08
Agency Model 09
Commitment to Success 09
Teaching Methodologies 10
The Five-Step Marketing Education Process 11
Program Flow 12
What’s Included 14
Industry Certifications 15
The ThriveDX Difference 15
Program Breakdown by Course 16
Course 1: Introductory Course 16
Course 2: Fundamentals of Marketing 16
Course 3: Content Marketing 16
Course 4: Customer Relationship Management (CRM) 17
Course 5: Web Development for Marketers 17
Course 6: User Experience (UX) 17
Course 7: E-Commerce 17
Course 8: Data Analytics & Visualization 18
Course 9: Search Engine Optimization (SEO) 18
Course 10: Email Marketing 19
Course 11: Social Media Marketing (Organic & Paid) 19
Course 12: Search Engine Marketing (SEM) 20
Course 13: Digital Strategy 20
Course 14: Career Services (Optional) 20
Program Summary 21
Digital Marketing Bootcamp 3
About the
Digital Marketing Bootcamp
From the debut of the first successful commercial browsers in 1994 to the integration
of the smartphone, digital marketing has transformed the way we live, shop, work, and
communicate. Traditional marketing—which includes media such as billboards, print ads,
and television commercials—still exists, but its impact is far outweighed by the reach
and efficacy of digital marketing, which includes media such as websites and online
advertising.
Digital marketing evolves as quickly as technology. The field develops alongside new
advancements to keep pace with consumer behavior as it endeavors to be everywhere
potential customers are. The continued growth in the field of digital marketing is a strong
indicator of the health of the industry. With more than 1.6 million job openings posted
globally in 2020, LinkedIn cites digital marketing among the top 10 in-demand fields that
have experienced a steady rate of growth for the past four consecutive years.1
With digital spending on the rise2 and a continuously widening circle of job titles and
careers to choose from, the exciting, high-growth field of digital marketing has opened
up jobs that did not exist even a few years ago. Digital marketing offers an increasing
wealth of opportunities for candidates from a wide spectrum of talents, interests, and
abilities. Ranging from analytical to creative, the field offers an increasing variety of
roles with the possibility of advancement and specialization.
Digital marketing skills are now more relevant than ever. As COVID-19 has transformed
industries worldwide, it has created a greater need for digital marketing as more
businesses must rely on qualified professionals to ensure their brand and messaging
reach prospective clients. Forbes predicts that the pivot to doing business online is
here to stay3—a factor that can have a significant impact on the expansion of digital
marketing for the foreseeable future, opening up an increasing number of jobs.
The field of digital marketing offers career opportunities for those with the following
skill sets, just to name a few:
1
LinkedIn. n.d. “Learn Relevant Skills for Jobs In-Demand.”
2
Statista Research Department. 2021. “U.S. Digital Advertising Industry - Statistics & Facts.” Statista, March 25, 2021.
3
DeVries, Henry. 2020. “Seven Digital Marketing Trends for 2021.” Forbes, December 16, 2020. »
4 Digital Marketing Bootcamp
To prepare you to enter this quickly growing industry in a year or less, the Digital
Marketing Bootcamp at NC State offers an immersive, virtual experience that includes
hands-on training through digital simulations. This provides the practical application
of knowledge that allows you to emerge from the program prepared with the skills
and experience that give you a competitive edge as you seek to enter the workforce.
Career services are built into the program to guide you every step of the way, and offer
support for everything from networking opportunities to interview training.
The NC State Digital Marketing Bootcamp provides you with the skills and hands-
on experience hiring departments look for in qualified digital marketing candidates.
Successful professionals in the field can have a wide range of interests and proclivities,
including out-of-the-box thinking, an analytical approach, creativity, a passion for
understanding data and trends over time and how they impact business growth,
an affinity for social media, the ability to conceptualize content, creating campaign
strategies, and more.
The Digital Marketing Bootcamp prepares you to enter a variety of roles,* including:
The broad but comprehensive curriculum supports you with the cutting-edge knowledge you
need to enter the marketing workforce as a qualified professional or to take your business to the
next level. This immersive online program builds your knowledge and skill set by empowering
you with tools and techniques that seamlessly integrate into a professional setting. The program
teaches you how to prepare for real-world scenarios through virtual hands-on projects and
digital simulations, develop multi-platform fluency, and build an independent client base.
Each participant in the program gets the opportunity to complete a professional e-portfolio that
can be used to showcase their work when applying for jobs in the field. The optional e-portfolio
includes a website, a PPC campaign, an SEO plan, and a social media strategy. While completing
the e-portfolio is completely optional, it can be submitted for credit to replace any other
assignment within the same course. Serving as a valuable resource you can present to potential
clients and employers, your e-portfolio will demonstrate your understanding of such in-demand
marketing skills as:
Program
Structure
By providing you with a foundation of theory and practice through virtual hands-on training, the Digital
Marketing Bootcamp at NC State ensures you have the transferable skills and knowledge to prepare
you to enter the field of digital marketing immediately as a qualified professional or begin scaling your
business to new heights.
The 400-hour program offers the flexibility The program provides professional networking
you need with evening and weekend course opportunities that help you establish meaningful
schedules.* It allows you to gain a well-rounded connections in the digital marketing industry. You
education in digital marketing on a schedule that can build your network through contacts you make
fits your life. Classes are taught by instructors through your career coach, virtual events, instructors,
working in the field who offer their knowledge and the connections you make with classmates who
and expertise on current industry practices. are already positioned in marketing.
Digital Marketing
30-Hour Introductory Course
Professional E-Portfolio
If you choose to complete the optional In the 30-hour Introductory Course, you learn
e-portfolio, it will provide you with a distinct fundamental digital marketing concepts such as
advantage as you seek to enter the field or SEO/SEM, marketing terminology, essential digital
promote your work to potential clientele. Your marketing tools, and social media marketing. You
e-portfolio will include an email marketing also participate in critical thinking exercises, such
campaign, social media ads, and a pay-per- as analyzing the correlation between marketing
click (PPC) campaign, with a data analysis and advertising in online sales conversions. This
dashboard for visualization. Your portfolio will provides an introduction to the field that allows
showcase a website as well as other content that you to determine whether or not digital marketing
demonstrates your understanding of in-demand is the right path for you. At the end of the course,
marketing skills.** you decide with your Admissions Advisor whether
or not you will proceed into the full program.
In the bootcamp, you will learn through virtual The Digital Marketing Bootcamp at NC State
hands-on training and digital simulations the prepares you for success with individualized
real-world skills that provide you with the consultations, professional networking
practical experience you need to understand the opportunities, and internship placement assistance
complex marketing concepts you will be learning to ensure you are prepared to enter the digital
in class. Learning through experience and marketing field. Because certificates and diplomas
interactive exercises gives you a well-rounded alone are no longer enough to be competitive, you
comprehension of the analysis, creative thinking, have the opportunity to practice your interview skills
and strategies you can apply immediately to and are supported as you build and finesse your
digital marketing tenets. resume and professional online profiles.
14 Specialized Courses
Including the Introductory Course, the extended program consists of 14 specialized courses.
Agency Model
The Digital Marketing Bootcamp is a workforce development program that builds digital
technology ecosystems in local communities. The overarching mission of the program
is to transform diverse groups of global learners from a variety of socioeconomic
backgrounds and build the world’s cyber and digital workforces through a unique
approach that spearheads technological innovation, industry-leading services, and
market-driven training.
Digital marketers keep their thumb on the digital pulse as platforms and technologies
evolve. In this course, you learn digital marketing fundamentals, terminology, existing
advertising and social networking platforms, and the SEO and PPC techniques and tools
you need to leverage the ever-evolving, digital marketing landscape.
The Digital Marketing Bootcamp provides a hands-on educational experience for all
learners. The program’s in-depth curriculum aids you in building a comprehensive digital
portfolio filled with projects that utilize the marketing industry’s most in-demand tools
and techniques. You are tasked with forming your own digital marketing/advertising
agency, for which you execute several client briefs as your agency project.
Commitment to
Success
In support of a revolutionary educational model that ensures
a quality match for each learner entering the full program, the
admissions process maintains the competitive integrity of each
individual by assessing the aptitude of prospective program
participants and their comprehension of the subject matter.
Teaching Methodologies
Classes are conducted in live, synchronous, virtual classroom environments. This allows for
a program that is nimble and adaptable, much like the industry itself. This provides you with
the opportunity to learn in an environment that is aligned with the profession and allows
you to balance education with your other responsibilities. Foundational elements from
advanced teaching methodologies include:
Through virtual, instructor-led question and Three Career Services workshops provide you
answer sessions, you can request clarification with the resources you need to successfully
on challenging concepts or ask for assignment prepare for a job interview. The dedicated
feedback from instructors. This community Career Services team is prepared to support
environment promotes the kind of teamwork you with your resume-building, interview
and collaboration that translates outside of training, LinkedIn profile assembly, and through
the classroom. connecting you with hiring partners to help you
land the job of your dreams.
Digital Marketing Bootcamp 11
The Five-Step
Marketing Education Process
The Five-Step Marketing Education Process prepares you to enter the workforce by
providing you with a competitive set of skills that are in demand in today’s job market.
This approach ensures you receive the highest-quality digital marketing education
possible through a combination of unique teaching methods supported by a constantly
updated curriculum.
03 Introductory Course
You will gain an understanding of the
04 The Program
The Digital Marketing Bootcamp teaches
fundamentals of digital marketing and theory alongside immersive digital
advertising in the 30-hour Introductory simulations and experiential training on
Course. Toward the end of the course, all aspects of digital marketing, supported
you will take a summative assessment by a curriculum based on years of
and meet with your Admissions Advisor research, best practices, and insight from
to examine your future in the program. industry professionals.
05 Career Services
You are supported by Career Services to help you with personalized
interview training, internship placement assistance, professional networking
opportunities, and securing interviews so you can confidently advance into a
digital marketing career.*
* Career Services is consultation-based only and does not guarantee job placement.
12 Digital Marketing Bootcamp
Program Flow
To instill the most up-to-date knowledge, hands-on experience, and skill set, the Introductory
Course teaches you essential marketing concepts as you gain an understanding of their impact in
commercial applications. This course provides you with an understanding of how businesses can
leverage digital marketing advertising platforms, SEO, social networks, content calendars, influencer
marketing, and affiliate marketing.
As you progress into the extended program, you benefit from the foundational knowledge taught
in the Introductory Course and transition into more advanced concepts as you build upon your
understanding to learn the tools, techniques, and best practices that prepare you for work in the field.
Fundamentals of Marketing
This essential course teaches fundamentals such as online marketing versus traditional marketing,
the importance of branding, inbound and outbound marketing, building buyer personas, and more.
The Agency Model’s Building Brand Architecture assignment will take place in this course.
Content Marketing
Understanding the purpose of content and how it relates to the marketing and sales funnel is key
to producing high-quality, high-converting content. Effective content speaks directly to a particular
audience, such as customers, potential customers, investors, employees, or stakeholders. Content
can be well written, researched, and beautifully laid out, but if it is not speaking to the intended
audience, it is not effective. In this course, you will create compelling written content to support each
phase of the funnel, with a key focus on writing to a specific audience with a specific goal.
E-Commerce
As the business landscape shifts further onto the digital scale, e-commerce is increasingly important
to the success of modern businesses. Based on observed and empirical data, more people are
turning to online shopping for their everyday needs, and fewer people remain solely reliant on »
Digital Marketing Bootcamp 13
shopping at physical locations. Dramatic shifts in workforce dynamics and demand for digital
marketing solutions to maintain sale cycles bring e-commerce to the forefront of innovation across
global industries. In this course, you will identify how to build vendor relationships and establish
proper logistics, determine product pricing, and operate third-party platforms, such as Amazon, while
building an online store with connection capabilities for eBay, Shopify, Etsy, and WooCommerce.You
will begin working with the Agency Model’s real-world client during this course.
Email Marketing
In this course, you will learn how to create automated marketing processes, which save significant
amounts of time, money, and labor. You will also learn how to attract qualified leads, how to keep
leads engaged and interested through every step of the lead-nurturing process, the importance of
email marketing, and how to increase sales with automation tools.
Digital Strategy
This course shows you how to implement the concepts and experiences you have learned
into a digital marketing strategy.
Career Services
This optional course provides you with the support and tools you need to successfully prepare
to enter the field of digital marketing. Career planning services include interview training,
professional networking, internship placement assistance, and consultations devoted to
perfecting LinkedIn profiles, e-portfolios, and resumes.
14 Digital Marketing Bootcamp
What's Included
3 Dedicated
400 Program Professional Career Services
Hours Networking Workshops
Experiential 14 Specialized
Learning Courses
Prerequisites
| While you should be technically inclined, no
background in the field is needed.
Industry Certifications
The preparation and experience you receive in this comprehensive program help you stand
out to employers while training you for an exciting career in digital marketing. The NC State
Digital Marketing Bootcamp prepares you for success by providing you with the fundamental
knowledge you'll need to prepare for the industry’s most recognized exams,* including:
Upon completion of the NC State Digital Marketing Bootcamp, you are prepared for
a career in a wide range of specialty areas, including content data analysis, email
marketing, paid search marketing, social media management, digital marketing strategy,
e-commerce marketing, search engine optimization, search engine marketing, pay-per-
click management, and more.
* While the curriculum provides the knowledge needed to prepare for industry exams, this program is not a test-preparation program,
where the primary focus is your performance on the exam. The program is designed to teach in-demand knowledge for today's
workforce. Certification exams are not conducted as part of the program and require additional costs not included in tuition.
Program Breakdown
By Course
The curriculum is designed to prepare you with the most in-demand skills to compete in today’s
evolving digital marketing landscape and is taught by professionals working in the field.
Course 4 Course 6
Customer Relationship 12 12
Hours User Experience (UX) Hours
Management (CRM)
Whether you are looking to work for an This course teaches you about optimal
agency or brand, or support your own integration for user interfaces and design,
business, managing client relationships and banner creation, interface adaptation, and
handling customer expectations are crucial more to build an understanding of user
aspects of digital marketing. This course experience (UX), which is key in creating a
teaches you how to connect the lifetime value successful website that is both effective and
of a customer by tracking their behavior addresses the needs of users.
across platforms throughout their journey.
1. The Fundamentals of User Experience
You will also learn about the profit potential
of affiliate programs and the key legal aspects 2. User Research for Usability
of digital marketing. 3. Laws of Usability
1. The Fundamentals of Building Relationships
and Client Management
Course 7
2. The Fundamentals of CRM Tools 15
3. CRM Integration E-Commerce Hours
Course 8 Course 9
19
Data Analytics Hours Search Engine 67
Hours
& Visualization Optimization (SEO)
A critical part of digital marketing is tracking Key concepts taught in this course include
user data. In this course, you will learn how structuring a website for optimal results, the
to interpret information such as the number competitive use of keywords, optimizing code,
of unique site visitors, pages viewed, access how search engines work, link building, and
source, bounce rate, average time on page, and other advanced optimization techniques. You
conversion rate to help maximize a business's will work with tools like Google Search Console,
reach and conversion. This course also helps you Google My Business, Google Analytics, Google
to develop a comprehensive understanding of Trends, and other essential platforms to gain
Google Analytics by directly implementing its SEO experience through digital simulation
tools and tactics into the website you built in the training. The course also teaches the best
Web Development for Marketers course. practices of search engine optimization (SEO),
which is one of the most successful and cost-
Data analysts are extremely important in digital effective ways to promote a business online and
marketing. This is partly due to the sheer amount something marketers use every day to maximize
of information they process and because it is their the reach and impact of websites.
understanding that helps to shape, target, and
assess the effectiveness of marketing campaigns. 1. Introduction to SEO
In this course, you will learn about the graphic
2. Search Engines in Depth
presentation of data, or data visualization, and
how it facilitates data analysis by presenting 3. Introduction to Keyword Research for SEO
information in a quantified visual format with 4. Advanced Keyword Research for SEO
graphs, charts, and other illustrative formats.
5. On-Page SEO I
1. Introduction to Analytics 6. On-Page SEO II
2. Google Analytics Interface 7. Off-Page SEO
3. Analyzing Google Reports 8. Technical SEO
4. Google Tag Manager 9. Strategic Link-Building
5. Data Visualization (Google Data Studio) 10. Structured Data
6. Storytelling with Data 11. Local SEO
12. Content Marketing Strategy
13. E-Commerce SEO
14. Optimizing for Emerging Verticals
15. Competitive Research
16. Tracking Results and Measuring Success
17. SEO Audit
18. Agency Model Assignment: SEO Client Brief
Digital Marketing Bootcamp 19
Course 10 Course 11
12 Social Media Marketing 55
Email Marketing Hours Hours
(Organic & Paid)
Automated marketing processes save significant In this course, you will learn to manage
amounts of time, money, and labor and are multiple advertising channels and gain the
easily created in various software programs. In knowledge, theory, and experience you need
this course, you will learn automation processes to use social media marketing on a variety of
as well as how to attract qualified leads, how platforms. Social networks are a fundamental
to keep leads engaged and interested through tool for digital marketers and advertisers, as a
every step of the lead-nurturing process, the social media presence is a key source of leads
importance of email marketing, and how to that increases the likelihood a business will
increase sales with automation tools. appear in searches and attract the attention
of new and potential clients. The first half
1. Email Marketing Fundamentals of this course will focus on organic social
2. Creating High-Performing Emails media marketing, while the second half will
concentrate on paid social media marketing.
3. Marketing Automation Fundamentals
The course also covers the delicate task of
social media crisis management and prepares
you to take the international Facebook
Blueprint Certification Exam.
Course 12 Course 13
Search Engine 67 16
Hours Digital Strategy Hours
Marketing (SEM)
One of the primary concerns of pay-per-click This course shows you how to implement the
(PPC) managers is to increase the relevancy of concepts and experiences you have learned
a brand or business by ensuring it appears on into a digital marketing strategy.
the first page of results in a Google search. PPC
managers must have an understanding of PPC 1. Presentations Practice Day
marketing, how to reduce PPC costs, optimal 2. Agency Model Presentations
ad placement, campaign building, and how to
increase conversion rates.
Course 14
In this course, you will begin to work on your 10
first Agency Model Capstone Project and will Career Services Hours
learn the above concepts, in addition to working
with Google Tag Manager, Google Ads Editor,
and Microsoft/Bing Ads. You will also learn to This optional course provides you with the
use Google Ads, Google's paid advertising support and tools you need to successfully
platform and a digital marketing tool that is prepare to enter the field of digital marketing.
considered essential due to its comprehensive Career planning services include interview
format. This course prepares you for the Google training, professional networking, internship
Ads Search Certification and the Google Ads placement assistance, and consultations
Display Certification exams. devoted to perfecting LinkedIn profiles,
e-portfolios, and resumes.
1. The Power of Search Engine Marketing
1. CV and LinkedIn Profile Building
2. Getting Started with Google Ads
2. Interview Skill Building
3. Navigating Your Google Ads Account
3. Question and Answer–Based Scenarios
4. Conducting Keyword Research
5. Keyword Targeting Fundamentals
6. Setting Attainable Metrics and Goals
7. Search Ads Deep Dive
8. Advanced Targeting Options
9. Growing Your Business with Display
Advertising
10. The Growth of E-Commerce and Shopping
Campaigns
11. Powering Your Business with YouTube
12. Leveraging Apps and Phone Calls
13. Leveraging Search Competitors
14. Campaign Management and Optimization
15. Conversion Tracking
16. Using the Google Ads Editor
17. Scripts and Automation
18. Bing Ads
19. Executing SEM Strategies
Program Summary
Introductory Course 30
Fundamentals of Marketing 27
Content Marketing 15
E-Commerce 15
Email Marketing 12
Digital Strategy 16
Total 400
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