Integrated Digital Marketing

Marketing, advertising, business development, and sales are the primary forces behind revenue growth. Learn the complex, nuanced mix of creative ideas, best practices, processes, and technology that drive marketing operations at companies large and small.

Live remote instruction
Real world exercises
Industry experts
One-on-one mentorship
Mack Burnett III
Integrated Digital Marketing

Experience:

What are you going to learn?

  • High-level understanding of how marketing, sales, and business development ("BD") differ from each other
  • In-depth case studies of how marketing, sales, and BD actually work in various industries and different types of companies
  • Deep dive into the myriad different types of marketing: traditional (i.e. pre-internet), brand marketing, performance marketing, outbound vs. inbound, content marketing, conversational, influencer, affiliate, and more
  • Hands-on training in the tools of the trade: CRM systems, email marketing systems, graphic design and content production systems, paid media / digital advertising platforms , data analytics tools, and more
  • How to set up a marketing funnel and map out your customer journey
  • How to calculate Customer Lifetime Value (LTV) vs. Customer Acquisition Cost (CAC)
  • Live-fire exercises to hone your ability to generate and execute marketing and sales ideas
  • How to talk to executives and managers about marketing, and how to sell them (and yourself!) on winning strategies
1960s Budweiser Beer Ad Husband Wife Cooking by AdVintageCom | Vintage ads,  Retro ads, Retro advertising

From iconic 1960s magazine ads to the Facebook ads for that pair of shoes you checked out online that you now see in your sleep, marketing has driven the commercial explosion of the 20th century. But it wasn't always this way — before the 1900s, did marketing exist? What is marketing anyway? Are marketing and sales the same thing? What about business development?

Facebook Video Ads: The Guide Marketers Are Looking For

The reality is that what marketing, sales, and business development look like in different companies is as different as the products and services of those companies themselves. Communicating and promoting a business to the world and positioning it among its peers inherently cuts to the core of what the company stands for, why it exists, and what value it creates or exchanges with its customers.

Beyond those high-falutin ideas of "what marketing is" — how does it actually happen? From copywriting and creative production to email marketing, paid media / advertising, data analytics, cold-calling, live events, and more — marketing is a remarkably diverse collection of distinct, complementary activities.

For anyone who is curious about marketing or for those who are certain its what they want to pursue, knowing how to kick-start a career in a crowded, confusing space can be daunting.

What is marketing?

  • The (brief) history of marketing and advertising
  • What is the difference between marketing, advertising, sales, and business development (“BD”)? (Collectively herein referred to simply as “marketing”.)
  • How does marketing work in different industries and different types of companies?
    • B2B
    • B2C / DTC
    • Service businesses vs. physical products companies
    • Outbound vs. inbound

The 35 different types of marketing

  1. Traditional
  2. Brand
  3. Outbound
  4. Inbound
  5. Digital
  6. Search engine
  7. Content
  8. Social media
  9. Video
  10. Voice
  11. Email
  12. Conversational
  13. Buzz
  14. Influencer
  15. Acquisition
  16. Contextual
  17. Personalized
  18. Stealth
  19. Guerilla
  20. Native
  21. Affiliate
  22. Partner
  23. Product
  24. Account-based
  25. Customer
  26. Word of mouth
  27. Relationship
  28. User-generated
  29. Campus
  30. Proximity
  31. Event
  32. Experiential
  33. Interactive
  34. Multicultural
  35. Cause

Tools of the trade

  • CRM systems
    • Inbound vs. outbound
    • One-size-fits-all vs. industry- / application-specific
    • Specific examples
      • Salesforce
      • Close.io
      • Hubspot
      • Piano
  • Email marketing systems
    • Overview & strategies
    • Automation vs. editorial
    • Audience growth
    • Mailchimp intro
  • Paid media / advertising overview
    • Facebook / Instragram
      • Introduction to Facebook Business Manager
    • Google Search & Display Network
    • LinkedIn
    • Twitter
    • Niche / emerging
      • Snap
      • TikTok
      • Nextdoor
      • Quora
      • Taboola
    • Audio and podcast networks
      • iHeart
      • Spotify
      • Art19
      • Others
  • Search engine basics
    • SEO
    • Search console + analytics
    • AdWords
  • Data analytics
    • Google Analytics / Tag Manager
    • Hotjar
    • Platform-specific tracking pixels
      • Facebook
      • LinkedIn
      • Twitter
      • Others
    • LeadForensics
    • Dashboarding tools
  • Content management / publishing
    • HeyOrca
    • AdEspresso
    • Hootsuite
    • Later.com

Processes

  • Creative production
    • Graphic design
    • Video production
    • Copywriting
      • Advertisements
      • Content marketing (emails, long-form, other)
  • Web design and development
  • Content strategies and content calendars
  • Campaign management
  • Client / stakeholder feedback
  • Data analytics and optimization
  • Financial results measurement (Return on Ad Spend “ROAS”)
$1,795
$2,450 if you apply before Nov. 10
$150 tuition rebate per student that you refer — and they get $150 off their tuition, too.
APPLY NOW
$ 2,950.00 USD
Duration: 
6 weeks
Upcoming start dates:
November 30, 2020
December 7, 2020
December 14, 2020
December 28, 2020
January 4, 2021
Time requirements:
2 weeks live instruction + 4 weeks group project
Exact schedule will vary slightly around holidays.
Resume preparation:
  • Live project for corporate sponsor
  • Alpha Fellowship resume editing & LinkedIn profile review

About the Course

What are you going to learn?

  • High-level understanding of how marketing, sales, and business development ("BD") differ from each other
  • In-depth case studies of how marketing, sales, and BD actually work in various industries and different types of companies
  • Deep dive into the myriad different types of marketing: traditional (i.e. pre-internet), brand marketing, performance marketing, outbound vs. inbound, content marketing, conversational, influencer, affiliate, and more
  • Hands-on training in the tools of the trade: CRM systems, email marketing systems, graphic design and content production systems, paid media / digital advertising platforms , data analytics tools, and more
  • How to set up a marketing funnel and map out your customer journey
  • How to calculate Customer Lifetime Value (LTV) vs. Customer Acquisition Cost (CAC)
  • Live-fire exercises to hone your ability to generate and execute marketing and sales ideas
  • How to talk to executives and managers about marketing, and how to sell them (and yourself!) on winning strategies
1960s Budweiser Beer Ad Husband Wife Cooking by AdVintageCom | Vintage ads,  Retro ads, Retro advertising

From iconic 1960s magazine ads to the Facebook ads for that pair of shoes you checked out online that you now see in your sleep, marketing has driven the commercial explosion of the 20th century. But it wasn't always this way — before the 1900s, did marketing exist? What is marketing anyway? Are marketing and sales the same thing? What about business development?

Facebook Video Ads: The Guide Marketers Are Looking For

The reality is that what marketing, sales, and business development look like in different companies is as different as the products and services of those companies themselves. Communicating and promoting a business to the world and positioning it among its peers inherently cuts to the core of what the company stands for, why it exists, and what value it creates or exchanges with its customers.

Beyond those high-falutin ideas of "what marketing is" — how does it actually happen? From copywriting and creative production to email marketing, paid media / advertising, data analytics, cold-calling, live events, and more — marketing is a remarkably diverse collection of distinct, complementary activities.

For anyone who is curious about marketing or for those who are certain its what they want to pursue, knowing how to kick-start a career in a crowded, confusing space can be daunting.

Our courses include live projects and guest speakers from companies such as

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