Web Design – Understand multiple web design frameworks for improving conversion rates on a
website of any kind. Apply these design frameworks to identify areas for website improvement
and to properly design a website from scratch.
Analytics – Determine the appropriate KPIs for any type of website. Make appropriate
recommendations to an ecommerce website based on the conversion funnel. Understand the
pitfalls surrounding attribution analysis and make recommendations to identify the highest ROI
digital marketing channels.
Search Engine Optimization – Understand how search engines work. Use this knowledge to
make recommendations to a website on how it can improve its organic search rankings –
in other words, perform search engine optimization on a website.
Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search
engine marketing campaign and evaluate its effectiveness. Recommend changes that will
improve the campaign’s conversion rates.
Online Advertising – Understand the various methods of online display advertising. Create an
online display ad campaign and measure its return on ad spend (ROAS).
Email Marketing – Understand best practices in marketing and implement them with a
database of current and potential customers via email.
Social Media – Utilize knowledge of social media tactics to design an effective social media
campaign.
Reputation Management – Implement online reputation management tactics to improve the
online reputation of a brand. 

Luke Ferrell has worked in the marketing realm, specifically in social media and influencer marketing, in various settings from small business to corporate. He has taught and mentored both teens and young adults in secondary and higher education in marketing, public speaking, and theatre.

Homework Offered
Students will receive weekly assignments and quizzes to be completed outside of class.
1 - 2 hours per week outside of class
Assessments Offered
As some learners require a numeric grade for their academic plan, students will receive a numeric grade throughout the course. 

Students may choose to opt out of being assigned a numeric grade and should not let it hinder their class experience.

Rubrics and written and may be used to give feedback on assignments.

Assessments include assignments, weekly quizzes, and two exams.
Grades Offered

"Digital Marketing Essentials" Larson & Draper