NANODEGREE PROGR AM SYLL ABUS

Digital Marketing
Overview
Embark on your digital marketing journey with the first two core courses to define your business’s value
proposition, marketing objectives and KPIs, target personas and customer journey, marketing channels, and
content strategy. You will also have an opportunity to build more data-driven marketing insights about your
customers and digital presence using Google Analytics and reimagine the future of your marketing capabilities
by exploring newly emerging marketing technologies, what they can offer, and how you can adapt to the ever-
changing landscape of digital marketing.

Then, build hands-on campaign skills with one of our five optional/elective courses in marketing channels—
creating marketing content, amplifying your message through social media, making content discoverable in
search, and running campaigns on a few major marketing platforms such as Facebook Ads and Google Ads.

Educational Objectives

A graduate of this program will be able to:

• Develop digital marketing strategies by setting up your own marketing framework of business goals, market
insights, customer journey, marketing channels, and marketing objectives.
• Plan effective marketing content and channels that can maximize the ROI of your marketing campaigns.
• Analyze your audience and marketing performance along with newly emerging marketing technologies to
upgrade your marketing strategies.
• Create a marketing campaign using the most effective channel to achieve your marketing objectives on
popular marketing platforms such as Facebook and Google Ads.

Estimated Time: Prerequisites:

3 months at No experience
10hrs/week required

Technical Mentor
Flexible Learning:
Support:
Self-paced, so
Our knowledgeable
you can learn on
mentors guide your
the schedule that
learning and are
works best for you
focused on answering
your questions,
motivating you and
keeping you on track

*The length of this program is an estimation of total hours the average student may take to complete all required coursework, including
lecture and project time. If you spend about 10 hours per week working through the program, you should finish within the time provided.
Actual hours may vary.

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Course 1: Marketing Fundamentals
Building a digital marketing strategy is a journey—let us be your guide. In this course, we offer a framework
to help you define your business’s value proposition and branding and map out your customer journey,
content strategy, and channels to achieve your business goals.

In this project, you’ll strategize marketing plans for your own

company or a sandbox company (Magnolia Coffee Company) we’ve
Course Project provided. You’ll summarize the business model of the company,
articulate the marketing objective, and develop a target persona for
Get Ready to Market the product you choose to market. Based on your framework, you
will map out the stages and touchpoints of your customer journey
and plan different types of content and channels at each stage.

LEARNING OUTCOMES

Introduction to • Become familiar with Udacity’s digital marketing

LESSON ONE Digital Marketing framework and how each part works together for your
Framework marketing strategy

• Identify the business you market and their core

components
• Explain how a business’ value proposition is a key starting
LESSON TWO Your Business Value
point for marketers
• Align the marketing strategy with the company branding
strategy

• Build customer empathy maps and target personas.

• Build your customer journey in five stages.
LESSON THREE Your Customer
• Map out the key touchpoints and stages of your customer
journey

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 LEARNING OUTCOMES

• Explain how different types of channels affect your

marketing strategy.
• Recognize that your choice of marketing channels depends
LESSON FOUR Marketing Channels
on your customer journey
• Identify the most relevant marketing channels to suit your
customer journey.

• Describe the role of marketing objectives, KPIs, and

Marketing Objectives
LESSON FIVE metrics
and Performance
• Identify relevant KPIs given marketing objectives

• Plan your marketing content by understanding your

customer personas and classifying three types of content
to serve them
• Create and manage your content using creative storytelling
LESSON SIX Plan Your Content and curation strategies
• Develop execution plans to distribute, promote, and
monitor your content by creating a content calendar
• Identify the ideal type of landing pages or website
structure to host your content

Working in Digital • Identify the key skills and experiences required to become
LESSON SEVEN
Marketing Roles a digital marketer or work for digital marketing projects

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Course 2: Marketing Data and Technology
Measurability and data makes digital marketing powerful and rapidly expand everyday. Digital marketing
can be tracked, and so can affect your business goals and marketing efforts. In this course, you’ll learn
the value of marketing data and trending technologies and how popular marketing analytics tools, like
as Google Analytics, can help you understand your audience, measure the success of your acquisition,
understand engagement efforts, evaluate your user’s conversions to your goals.

Course Project In this project, you’ll explore marketing data to build data-driven
Using Data and Technology insights for your marketing plans. Using data and Google Analytics,
To Create Successful you’ll answer questions and derive key insights about audience,
behavior, and conversions from existing marketing efforts. You’ll
Digital Marketing
also identify key areas of focus or change for your marketing plans.
Strategies

LEARNING OUTCOMES

• Define the value of marketing data that can shape your

Marketing Data for business strategies
LESSON ONE
Your Business • Utilize the key metrics that can answer your marketing
questions

• Identify how to track and collect relevant data for your

A/B Testing and marketing campaigns
LESSON TWO
Attribution Models • Define the most common testing method and analytics
models in marketing

• Set up a Google Analytics account and navigate the basic

Google Analytics features and principles of Google Analytics
LESSON THREE (Part 1) - Getting • Analyze meaningful characteristics or patterns about an
Started & Audience audience by understanding their profile and demographics
and user trends in Google Analytics

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 • Identify the most effective marketing channels for
acquisition plans by reviewing Acquisition Reports by
channel
• Analyze user behaviors by understanding the common
Google Analytics metrics and their definitions in Google Analytics and
(Part 2) - Acquisition, reviewing popular and engaging content
LESSON FOUR
Behaviors, and • Evaluate user behaviors in landing pages and websites in
Conversion Tracking relation to acquisition channels and exit points
• Identify the most effective conversion funnels to achieve
a goal by using Google Analytics eCommerce Reports
and evaluating the effectiveness of multiple channels in a
conversion

• Review the big picture of marketing technologies in the

market to keep apprised of the ever-changing marketing
Marketing landscape
LESSON FIVE Technology and • Identify the most effective marketing technology platforms
eCommerce or tools that can help you achieve your business goals
• Develop plans to build eCommerce capabilities for your
marketing strategies

• Identify newly emerging marketing trends and

technologies that can evolve your marketing strategies
The Future of Digital
LESSON SIX • Apply agile marketing principles to adapt your marketing
Marketing
strategies to the ever-changing landscape of digital
marketing

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Course 3 (Elective): Social Media Marketing
Social media has become one of the most powerful marketing tools available. In this course, you’ll learn
more about the differences between the main social media platforms, the importance of planning, how
to manage your social media presence, how to build community, leveraging organic and paid to advertise,
creating effective content for multiple platforms, and actually creating 3 campaigns.

In this project, you’ll build a real social media campaign strategy

for a skincare brand. The project includes researching and creating
an organic advertisement strategy and a paid advertisement
Course Project Elective strategy as part of a social media marketing campaign. You’ll
Marketing Your Content be provided with numerous resources that include information
related to business goals and campaign objectives, past campaign
performance data, audience personas, and other information to
help you build an effective strategy.

LEARNING OUTCOMES

• Explain why it is important to understand the social media

Social Media
landscape
LESSON ONE Marketing
• Plan to map social media channels to your customer needs
Fundamentals
and journey

• Identify the most effective content type and format for a social
media platform
Organic Social • Implement your campaigns using appropriate tools to manage
LESSON TWO
Media Campaigns your community and monitor the performance
• Identify the key metrics to measure the impact of social media
campaigns

• Explain basic elements of social media advertising and its

Paid Social Media pricing models
LESSON THREE
Campaigns • Identify the most effective social advertising platforms for
your marketing objectives

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 • Set up your advertising account at Facebook
Introduction to
LESSON FOUR • Build a target audience using demographics, interests, and
Facebook-Meta Ads
behaviors to identify custom and lookalike audience

Creating and • Develop plans for ad placements, budget, and schedule to

Managing Ad create your ad
LESSON FIVE
Campaigns in • Evaluate your ads by reviewing the ad performance and
Facebook-Meta setting up A/B tests

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Course 4 (Elective): Search Engine Optimization
(SEO) Essentials
Search engines are an essential part of the online experience. Learn how websites are optimized in search
engine results including link-building, keywords, and UX design, and conduct a search engine optimization
audit in which you’ll offer recommendations for optimizing a website.

In this project, you’ll evaluate a website audit and recommend

Course Project Elective actions to optimize its ranking in search engine results. You’ll also
Conduct an SEO Audit analyze competitors’ websites and offer, in ranked order, strategies
for search engine optimization.

LEARNING OUTCOMES

• Explain why SEO is important for your marketing efforts to

drive traffic from the search engine
LESSON ONE Intro to SEO
• Identify where in the customer journey SEO can be most
effective

• Build your keyword list and evaluate the list with the
LESSON TWO Keywords keywords that have high volume, low difficulty, and high
opportunity

On-Site SEO:
• Evaluate how SEO utilizes the site structure to enhance the
LESSON THREE Optimize UX &
visibility of your websites on search engines
Design

• Define and use types of links and methods of link building to

build impact
LESSON FOUR Link Building
• Use link-building tools for competitive research and link
analysis

SEO Audit and the • Determine and compare audit priorities

LESSON FIVE
Future of SEO • Develop recommendations based on audit findings

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Course 5 (Elective): Search Engine Marketing (SEM)
Optimizing visibility in search engine results is an essential part of digital marketing. Reinforcing findability
through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this
course, you’ll learn how to create, execute, and optimize an effective ad campaign using Google Ads.

In this project, you’ll be building and evaluating the performance

Course Project Elective of a Google Ads search campaign. For the first part of the project,
you’ll create your campaign from identifying the product and/
Evaluate a Google Ads
or brand and working all the way to the KPIs. For the second half
Campaign of the project, you’ll evaluate an existing campaign and provide
optimization suggestions based on the provided data.

LEARNING OUTCOMES

• Build the structure of your Ad Groups based on marketing

LESSON ONE Intro to SEM
objectives, customer segments, and keyword searches

• Develop Keyword lists with both short-taill and long-tail

LESSON TWO Keywords
keywords

• Engage searchers by strategically developing the four

LESSON THREE Ads components of dynamic and text ads and selecting
appropriate ad extensions for your market

Ad Rank and • Explore the relationship between Ad Rank and CPC Bid,
LESSON FOUR
Maximum CPC Bid and budget for your Maximum CPC Bid

• Develop Key Performance Indicators

Metrics and • Evaluate the key metrics and run A/B tests to optimize SEM
LESSON FIVE
Optimization • Optimize your keywords by identifying specific keywords
and using match types and negative keywords

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Course 6 (Elective): Digital Advertising
Display advertising was the first form of advertising on the web. It’s still a powerful marketing tool,
strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this course,
you’ll learn how display advertising works, how it is bought and sold (including in a programmatic environment),
how to set up a display/video advertising campaign using Google Ads, and strategies for effectively reaching
audiences across multiple channels.

In this project, you will develop a plan to effectively run a

multichannel shopping campaign, featuring display, shopping,
and YouTube video ads. You will first measure the effectiveness of
Course Project Elective previous advertising campaigns and recommend ad optimizations
Plan a Multichannel Ad based on these results. You will then evaluate multichannel test
Campaign results to determine whether these recommendations will achieve
your marketing objective. Using the previous results, you will plan
your next multichannel campaign and provide recommendations to
further optimize your display and YouTube video ads.

LEARNING OUTCOMES

• Identify the key players, ad types, and benefits for digital

advertising
Audience • Describe the flow of an ad and advertising dollars from an
LESSON ONE
Fundamentals advertiser to a publisher in an ad marketplace
• Explain the methods and challenges when collecting and
targeting audiences using first and third party user data

• Select the right display and native ad formats to engage

audiences across web and mobile app channels
• Select the right video and emerging ad formats to engage
LESSON TWO Multichannel Formats
audiences across streaming channels
• Explain the value of using responsive display ads and
testing to drive return on ad spend for retail ads

• Select the right metrics and audience targeting options for

your programmatic ad buy along the customer journey
Programmatic • Explain the different metrics for brand and performance
LESSON THREE
Technology ads to measure results across the customer journey
• Differentiate the methods and pricing models used to buy
display ad inventory programmatically

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 • Set your bid, budget, and testing strategy based on your
advertising goal
• Select the right targeting tactics to reach audiences on the
LESSON FOUR Campaign Planning
Google Display Network and YouTube
• Select the right video ad formats and specs to engage
audiences on YouTube and its video partners

• Manage your account and control your campaigns through

Google Ads’ self-serve platform
Campaign • Create display & video campaigns and measure the results
LESSON FIVE
Management using Google Ads
• Optimize your campaigns through recommendations,
automation, experiments, and ad groups using Google Ads

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Course 7 (Elective): Email Marketing
Email is an effective marketing channel, especially at the conversion and retention stage of the customer
journey. In this course, you’ll learn how to create an email marketing strategy, create and execute email
campaigns, and measure the results.

In this project, you will plan and prepare an email marketing

Course Project Elective campaign for a Sandbox product (Company A or B) or for your
Market With Email company’s product/service. You will write an email and evaluate the
results of an email campaign.

LEARNING OUTCOMES

• Design effective and secure contact forms by

understanding the opt-in process and legal requirements
LESSON ONE Email List Generation in email advertising
• Build your subscriber list for your emails with contact
forms using MailChimp

• Draft clear, concise, and compliant copy for each email

Create an Effective
LESSON TWO element
Email Campaign
• Create an email using MailChimp

• Create an email plan by understanding different types of

LESSON THREE Create an Email Plan
email campaigns and building an email calendar.

• Analyze the results of your email campaign using the key

metrics such as open rate and conversion rate.
LESSON FOUR Measure Results
• Use A/B testing and segmentation to improve your content
and better target specific subscribers

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Our Classroom Experience
REAL-WORLD PROJECTS
Build your skills through industry-relevant projects. Get
personalized feedback from our network of 900+ project
reviewers. Our simple interface makes it easy to submit
your projects as often as you need and receive unlimited
feedback on your work.

KNOWLEDGE
Find answers to your questions with Knowledge, our
proprietary wiki. Search questions asked by other students,
connect with technical mentors, and discover in real-time
how to solve the challenges that you encounter.

WORKSPACES
See your code in action. Check the output and quality of
your code by running them on workspaces that are a part
of our classroom.

QUIZZES
Check your understanding of concepts learned in the
program by answering simple and auto-graded quizzes.
Easily go back to the lessons to brush up on concepts
anytime you get an answer wrong.

CUSTOM STUDY PLANS

Create a custom study plan to suit your personal needs
and use this plan to keep track of your progress toward
your goal.

PROGRESS TRACKER
Stay on track to complete your Nanodegree program with
useful milestone reminders.

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Learn with the Best

Dawn Raquel Jensen Benjamin Kepner

V P O F C U S TO M E R E X P E R I E N C E CEO
Dawn Raquel Jensen merges social media, Benjamin is a CEO of Global Social Media
marketing, training, and strategy together Marketing, Udacity instructor, Google For
as an embedded CMO to organizations Education Certified Trainer, and Digital
and business owners. She received Workshop Center Google Ads & Google
her EMBA from the Quantic School of Analytics instructor. Benjamin holds a
Business & Technology. Dawn resides as B.B.A Marketing, International Business
VP of Customer Experience & an adjunct from the University of Georgia and 50
professor in social media for Seminole digital marketing certifications.
State College.

Erica Reid Matt Bailey

D I G I TA L M A R K E T I N G M A N A G E R F O U N D E R & L E A D T R A I N E R , S I T E LO G I C
Erica Reid is a digital marketing consultant Matt Bailey is Founder and Lead Trainer
with a specialization in social media at SiteLogic, and teaches Digital Marketing
marketing. She formerly worked as Digital to the world’s biggest brands and most
Marketing manager for Sysco Foods, recognized universities. With over 25
Phillips 66, and Shell Oil Company, where years in digital marketing and a Master
she led content development and brand of Education in Instructional Design, he is
strategy for various platforms. Erica has a known for his dynamic training style and
MA in Digital Communication from NYU. ability to simplify complexity.

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 Liana Gross Furini John Triggs
P E R F O R M A N C E M A R K E T I N G M A N AG E R PRODUC T LE ADER
Liana Gross Furini is a digital marketing John Triggs is a product leader who helps
specialist, with 10+ years of experience. businesses connect with customers
She is well versed in all types of paid through digital marketing technology. He
media, and more recently have been has led teams at Amazon, Capital One,
focusing her career on paid social and and comScore. He has also helped clients
paid search. Liana holds a Bachelor’s achieve marketing goals through digital
Degree in Advertising and a Master’s automation, personalization and insights.
Degree in Social Communications. He has a Duke MBA and a UVA Systems
Engineering degree.

Jen Crompton
D I G I TA L M A R K E T E R A N D
PR PROFESSIONAL
Jen Crompton is a digital marketer, writer,
and PR professional that has worked
with companies of every size across most
industries. She formerly served as an
adjunct at Philadelphia University and
a mentor for Count Me In for Women’s
Economic Independence. Jen earned her
degrees from Ursinus College and Rowan
University.

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All Our Nanodegree Programs Include:

EXPERIENCED PROJECT REVIEWERS

REVIEWER SERVICES

• Personalized feedback & line by line code reviews

• 1600+ Reviewers with a 4.85/5 average rating
• 3 hour average project review turnaround time
• Unlimited submissions and feedback loops
• Practical tips and industry best practices
• Additional suggested resources to improve

TECHNICAL MENTOR SUPPORT

MENTORSHIP SERVICES

• Questions answered quickly by our team of

technical mentors
• 1000+ Mentors with a 4.7/5 average rating
• Support for all your technical questions

PERSONAL CAREER SERVICES

C AREER SUPPORT

• Github portfolio review

• LinkedIn profile optimization

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Frequently Asked Questions
PROGR AM OVERVIE W

WHY SHOULD I ENROLL?

Digital marketers are in high demand and in this unique introductory program,
you’ll learn exactly the skills you need to succeed in the field. Multi-platform
fluency and real-world experience are the building blocks for a successful
career as a digital marketer, and this program is the ideal way to get started.

WHAT JOBS WILL THIS PROGRAM PREPARE ME FOR?

Graduates will be uniquely prepared to fill a wide array of digital marketing
roles. These include: social media analyst, social media manager, social media
community manager, social media coordinator, social media marketer, social
media strategist, SEO manager, SEO analyst, SEO partnership specialist, SEO
strategist, digital marketing manager, internet marketing manager, website
optimization manager, SEM analyst, SEM manager, SEM marketing coordinator,
search analyst, paid search marketing manager, digital marketing manager,
head of growth and acquisition and email marketing manager.

HOW DO I KNOW IF THIS PROGRAM IS RIGHT FOR ME?

If your goal is to embark on a successful career as a digital marketer, and you
want to master the right skills to run actual advertising campaigns on major
digital platforms, analyze and optimize the results, and produce actionable
insights based on your analysis, then this is the right program for you.

ENROLLMENT AND ADMISSION

DO I NEED TO APPLY? WHAT ARE THE ADMISSION CRITERIA?

No. This Nanodegree program accepts all applicants regardless of experience
and specific background.

WHAT ARE THE PREREQUISITES FOR ENROLLMENT?

The Digital Marketing Nanodegree program is designed for students with
any skill level and work background. Students should be comfortable using a
computer, navigating social media platforms and writing and reading in English.

TUITION AND TERM OF PROGR AM

HOW IS THIS NANODEGREE PROGRAM STRUCTURED?

The Digital Marketing Nanodegree program is comprised of content and
curriculum to support 7 projects and 7 courses (first 2 courses are compulsory
and 1 course is elective out of the remaining 5.) We estimate that students can
complete the program in 3 months working 10 hours per week.

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FAQs Continued
Each project will be reviewed by the Udacity reviewer network. Feedback will
be provided and if you do not pass the project, you will be asked to resubmit
the project until it passes.

HOW LONG IS THIS NANODEGREE PROGRAM?

Access to this Nanodegree program runs for the length of time specified in
the payment card above. If you do not graduate within that time period, you
will continue learning with month to month payments. See the Terms of Use
and FAQs for other policies regarding the terms of access to our Nanodegree
programs.

I HAVE GRADUATED FROM THE DIGITAL MARKETING NANODEGREE

PROGRAM BUT I WANT TO KEEP LEARNING. WHERE SHOULD I GO FROM
HERE?
Once you have completed the Digital Marketing Nanodegree program, you may
want to consider taking the Marketing Analytics Nanodegree program, that
can help you learn how to analyze the business impact of digital marketing.

SOF T WARE AND HARDWARE

WHAT SOFTWARE AND VERSIONS WILL I NEED IN THIS PROGRAM?

• A Google account
• Bing Webmaster Tools OR Google Site Manager
• Google Site Explorer or AHRefs
• Screaming Frog
• SERanking
• Google Ads Account
• Spreadsheet
• Presentation tool

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