BUS632: Resources | Saylor Academy

Topic	Name	Description
	BUS632 Syllabus

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COURSE INTRODUCTION

BUS632 Syllabus

Unit 1: Introduction to Digital Marketing and Advertising

1.1: Digital Marketing and Online Advertising

1.2: Search Engine Marketing and the E-marketing Strategy

Unit 1 Study Resources

Unit 1 Assessment

Unit 2: Situational Analysis in the Online Environment

2.1: The 3Cs of Analysis in the Digital World

2.2: Target Market and Online Market Segmentation

2.3: Online Consumer Behavior

2.4: Market Positioning and Value Proposition

Unit 2 Study Resources

Unit 2 Assessment

Unit 3: Creating a Digital Marketing Mix

3.1: The 4Ps in the Digital World

3.2: The Digital Product and Customer Experience

3.3: Online Pricing Strategies

3.4: Marketing Channels Management in the Digital Era

3.5: Online Communication

Unit 3 Study Resources

Unit 3 Assessment

Unit 4: User Experience and User Interface Design

4.1: The Consumer Decision Journey

4.2: The Informational Architecture Plan

4.3: User Experience Design vs. User Interface Design

Unit 4 Study Resources

Unit 4 Assessment

Unit 5: Viral Marketing and Content Marketing

5.1: The Steps for Content Creation

5.2: Create Viral Marketing Campaigns

Unit 5 Study Resources

Unit 5 Assessment

Unit 6: Social Media and Influencers

6.1: Social Media Marketing

6.2: Affiliate and Influencer Marketing Strategies

6.3: Create Social Media Ads

Unit 6 Study Resources

Unit 6 Assessment

Unit 7: Search Engine Marketing

7.1: Organic Ranking and SEO Strategy

7.2: Search Engine and Keywords

7.3: Putting Your Business on the Map

7.4: Create a Google Adwords Campaign

Unit 7 Study Resources

Unit 7 Assessment

Unit 8: YouTube Marketing

8.1: YouTube Marketing

8.2: YouTube Advertising

8.3: Vlogging

Unit 8 Study Resources

Unit 8 Assessment

Unit 9: Email Marketing

9.1: Strategic Email Marketing Campaign

9.2: Automated Marketing

Unit 9 Study Resources

Unit 9 Assessment

Unit 10: Monitoring and Evaluation

10.1: eMarketing Tracking and Data Collection

10.2: Social Listening and eWOM

10.3: Online Analytics Tools

Unit 10 Study Resources

Unit 10 Assessment

Study Guide

Certificate Final Exam

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