Syllabus

Digital Marketing

Download PDF
No items found.
No items found.
Career Development
1.5 hours
Intro to Tech

What do we mean when we say Tech or Startup? What is the organizational structure of startups? What is the difference between B2C and B2B? And what verticals will I find this industry? This is the first step in planning your way into tech.

Career Development
1.5 hours
Career Barriers & Strengths

Figuring out what you want to do with your career can be daunting. You’ve done your research, you’ve been to career fairs, you’ve looked at job boards, and you’ve listened to advice from your nearest and dearest. But you are no closer to making a decision. The nagging question keeps coming back to you: How do I know which career is right for me? This workshop will provide you with perspectives, techniques, tools, and ideas that help you move forward with the career journey that is right for you. It's not about creating beautiful CVs or preparing to ace the interview. Nor is it about exploring the job market or looking at different professions. It’s about taking a step back from all that and working out what career success means to you. It’s about drilling down to really understand what your motivations and values are when it comes to career choice. It’s about acknowledging not only your skill set but also your personality when it comes to finding the right job for you. Then, it’s about taking actionable steps to develop your chosen career path.

Career Development
1.5 hours
Mini-Hackathon: Building a CV

We all hate CVs, but they are a necessary evil… A snapshot of our professional path to date to help us get to where we want to be, but HOW to create it and WHAT are the important sections? Recruiters spend not more than 30 seconds per resume! You have to stand out and make the right first impression. In this workshop you'll learn the recruiter's perspective and how to maximize your CV accordingly.

Career Development
1.5 hours
Building a LinkedIn a Profile

In this workshop, you will walk through the different use cases of LinkedIn, break down the elements of the member profile, and gain best practices to help you achieve your goals on the platform. At the end of this workshop, you will be able to tell your professional story in a compelling manner and tailor it to your career path.

Career Development
1.5 hours
Job Interviews: Best Practices

The recruiting processes in Hi-Tech companies are harder than ever. Most of the time, many candidates apply to a specific position, and you need to stand out. It starts with preparing a professional & appealing CV that suits the role you are applying to and later on gaining the knowledge and right skills to pass interviews. In this Jolt, you'll discover the structure of the recruiting process and the importance of understanding the role you are applying for. You'll learn how to present yourself as the most suitable candidate and practice how to answer tough character questions. You'll also get a deep understanding of the interviewer's perspective.

Business Orientation
3.0 hours
Business Model Canvas

The business model canvas helps you understand your business model in a structured way. It outlines the nine segments which form the building blocks for the business model in a one-page visual chart. In this Jolt, you'll learn how to use the canvas to focus on your business model, segment by segment. Using this canvas will enable you to gain insights about your customers, what value propositions are offered through what channels, and how your company makes a profit. Join this Jolt to start creating, assessing, or reinventing your business model.

Business Orientation
1.5 hours
B2B Sales 101

Sales are like climbing a high mountain. You must be appropriately prepared, follow a specific path, and use the right tools. Selling to companies is an even harder challenge. In this Workshop, you will learn the steps of the B2B sales process that the most successful companies use to sell their products. Sticking to this process will enable you to convert leads more efficiently, deal with objections, and make customers happy.

Performance Marketing
3.0 hours
Intro to Search Advertizing

What makes search the most powerful channel to reach potential clients? SEM vs SEO, What is the Google auction?

Performance Marketing
1.5 hours
Intro to Google Ads

We'll make a comprehensive overview of the Google Ads platform, explore the account & campaign structures, and understand the various tabs and views.

Performance Marketing
3.0 hours
Google Search Keyword Research

Keyword research is one of the most basic aspects of digital marketing. We will practice on creating keyword research and learn the different approaches for a comprehensive research.

Performance Marketing
1.5 hours
Google Search Shared Library

We'll cover advanced shared features like shared budgets, Portfolio bids, and account-level lists.

Performance Marketing
3.0 hours
Google Search Text Ads: Best Practices

Learn how to write Google search ads: guidelines, ad types, policies, best practices.

Performance Marketing
3.0 hours
How to Measure Your Google Campaigns

We'll learn Google's search KPIs and their meanings, including 40+ KPIs.

Performance Marketing
3.0 hours
How to Set Reports on Google Search

We'll go over all the reporting options in google ads and understand what reports we can create.

Performance Marketing
1.5 hours
Attribution Models on Google Ads

Understand the different attribution models - First clicks VS Last clicks, Linear, Position-based, and Data-driven. Understand the benefits of each.

Performance Marketing
3.0 hours
Google Search: Bidding Strategies & Budget Planning

Understand the different bidding strategies and budgeting approaches.

Performance Marketing
3.0 hours
Tracking Google Search Campaigns

Find out how to set and track our campaign's conversions properly.

Performance Marketing
3.0 hours
Optimizing Google Search Campaigns

Optimizing your campaigns leads to success. We'll examine various optimization methods and show you how to get the most from your campaigns.

Performance Marketing
3.0 hours
Intro to Google Search Audiences

Understand the power of using audiences in our campaigns. What types of audiences do we have, how to create them, and how to optimize them.

Performance Marketing
3.0 hours
Intro to Google Display Ads

Learn what is Google Display Network, GDN campaign types, Campaign settings.

Performance Marketing
3.0 hours
Targeting Users on Google Display Network

Let's explore all the targeting options on the Google Display Network and discover its power.

Performance Marketing
3.0 hours
Google Display Creatives: Best Practices

Let's go over the different display ad creatives and best practices.

Performance Marketing
3.0 hours
Google Display: Planning campaigns vis Reach Planner

Learn how to use the reach planner and plan your display strategy.

Performance Marketing
3.0 hours
Optimizing Google Display Campaigns

Let us show you the best approaches to optimize GDN campaigns and bring them to the next level in the fastest time available.

Performance Marketing
3.0 hours
Intro to Google Discovery Campaigns

You'll learn what discovery campaigns are, the advantages of using this channel, and how to create your first campaign.

Performance Marketing
3.0 hours
Intro to Google Apps Campaigns

We'll explore Google's powerful universal app campaign engine: How it works, how to set up a successful campaign, how to track it and optimize it, and how to make a winning ad.

Performance Marketing
3.0 hours
Intro to YouTube Advertizing

YouTube has become a major channel for acquisition among the fastest growing brands. We will discover how brands are using YouTube to drive growth.

Performance Marketing
3.0 hours
Targeting YouTube Campaigns

We will explore the unique YouTube targeting options and the unique advantages that YouTube advertising offers.

Performance Marketing
3.0 hours
YouTube Creatives: Best Practices

A successful YouTube campaign is based on excellent creative. Learn how to create successful YouTube video ads.

Performance Marketing
3.0 hours
Measuring YouTube Campaign Activity

YouTube ads are less likely to be clicked than those on Search or Facebook. This creates a measurement and attribution challenge for us. We'll learn how to evaluate the contribution of YouTube to our growth efforts and how to measure our campaigns.

Performance Marketing
3.0 hours
Intro to Google Shopping Ads

Learn the fundamentals of Google Shopping Ads and when it is best to use them.

Performance Marketing
3.0 hours
Intro to Bing Ads

Learn about the differences between Google Ads and Bing Ads and how to make the most of your Google ad campaign with Bing.

Performance Marketing
1.5 hours
Intro to Facebook Advertizing

Understand how the auction works, and familiarize yourself with the Business Manager feature.

Performance Marketing
3.0 hours
Facebook Campaign Types

Discover the different campaign types on Facebook and understand each campaign goals, KPI's and advantages.

Performance Marketing
3.0 hours
Intro to Facebook Campaign Set-Up

Go over all the campaign settings and learn how to create campaigns.

Performance Marketing
1.5 hours
The Power of Lookalike Campaigns

The Lookalike feature on Facebook is one of the most powerful features. We'll explore what exactly Lookalike is and how to create a successful Lookalike audience.

Performance Marketing
3.0 hours
Facebook Detailed Demographics Targeting

We'll dive into Facebook's detailed demographic targeting and discover everything it offers advertisers.

Performance Marketing
3.0 hours
Facebook Campaigns: Setting Successful Retargeting

Learn the principles of retargeting on Facebook ads.

Performance Marketing
3.0 hours
Tracking Facebook Campaigns

Track your Facebook campaigns to find out if they work or need adjustments.

Performance Marketing
3.0 hours
Facebook Measurement & Reporting

Understand all metrics of measurement and how to generate reports and track attribution.

Performance Marketing
3.0 hours
Intro to Facebook app Campaigns

What are the auto app campaigns and how do they differ from the manual app campaigns? We'll learn how to track app campaigns and how to build our first app campaigns.

Performance Marketing
3.0 hours
Facebook Creatives: Best Practices

Learn how to build successful Facebook & Instagram ads.

Performance Marketing
3.0 hours
Facebook Campaigns: Conducting Effective Experiments

Our day to day campaigns management revolves around experiments. We will learn how to set up and run experiments on Facebook, what types of experiments are available and how to implement insights into impactful actions.

Performance Marketing
10.0 hours
Practice in Class

Marketing Fundamentals
3.0 hours
Who is The Digital Consumer?

What is the digital consumer's behavior, how is it different from a traditional consumer, and how does the behavior of millennials and Z gen consumers differ?

Marketing Fundamentals
3.0 hours
Intro to Digital Marketing

The evolution of digital marketing, its advantages and disadvantages compared to traditional advertising.

Marketing Fundamentals
1.5 hours
Behavioural Economics: What Really Drives your Customers?

“Wouldn't economics make a lot more sense if it were based on how people actually behave, instead of how they should behave?” (Dan Ariely) Standard economics assumes that we are rational, but fail to acknowledge that we are far less rational when making decisions. In this Jolt, you'll learn common consumer biases as well as smart marketing techniques to take advantage of them. Use these techniques to gain a definite advantage when creating your brand's messaging and customer journey. At the end of this Jolt, you'll be able to evaluate how customers may respond to your marketing strategy and adapt it to meet their irrational yet systematic behaviour.

Marketing Fundamentals
3.0 hours
Intro to The Marketing Funnel

What is a marketing funnel, how does it work, and how to optimize it?

Marketing Fundamentals
3.0 hours
Marketing Channels: Smart Ways to Get Traction

In this workshop, you'll learn how to free yourself from preconceptions around what marketing channels “work” for your business and identify the best method to attract as many customers as possible. To do this, we'll look at 19 marketing channels and use a tool to help narrow these down to the magic one (or two) channels that will be your growth levers. * Based on the bestseller 'Traction: How Any Startup Can Achieve Explosive Customer Growth' *

Marketing Fundamentals
3.0 hours
Hubspot (CRM) Basics

Learn and practice using HubSpot as a sales, marketing, and service automation tool to grow your business. You will discover basic tools such as email tracking, sequences, and sales automation to help you better manage your sales process. You will also learn to launch effective marketing campaigns using inbound features such as landing pages, emails, lead management, SEO, and social media. For each topic, we will learn how to measure the ROI of your efforts through the reports created on HubSpot.

Marketing Fundamentals
3.0 hours
Intro to Attribution

Understand the importance of attribution and get familiar with different attribution methods.

Marketing Fundamentals
3.0 hours
Intro to Disruptive Innovation

Understand what constitutes a "digital product" versus "products in digital" and the concept of disruptive innovation.

Marketing Fundamentals
3.0 hours
Buyer Personas: Understand Your Customers Better

Personalization is all about tailoring a product to specific consumer needs. The more precise it is, the greater the chance consumers won't accept living without it! In this workshop, you will put yourself in the shoes of your consumers. You will learn techniques to best define personas that truly represent the segments of the target audience. By the end of this workshop, you'll be able to incorporate the personas method to your marketing strategy and experience how it can improve all touchpoints with your consumers.

Marketing Fundamentals
3.0 hours
Wix: How to Build a Killer Landing Page

Landing pages are the perfect marketing tool. If done right, they could quickly generate leads and increase conversions. In this Mini-Course, made of two workshops, you will learn and practice how to build a landing page with maximum impact at minimum effort. By following a unique approach that focuses on productivity, you will be able to create precise landing pages on the Wix platform swiftly.

Marketing Fundamentals
3.0 hours
Build Your Own Website with Elementor

Gain the skills to build a website fast with Elementor, without the need for code.

Marketing Fundamentals
1.5 hours
Wordpress Fundamentals: How Websites are Built

Understand the logic behind how websites are built and leverage it as a marketer.

Marketing Fundamentals
1.5 hours
Google Trends: Be on Top of The Game

Learn to analyze data and gain practical insights with Google Trends.

Marketing Fundamentals
3.0 hours
Design for Non-Designers

Design isn’t only about intuition & talent - it’s about rules & context. In this Jolt, you’ll learn how to identify the graphic language of your company’s brand, reproduce it, and create new content that looks like a natural part of it. Even if you don’t have a well-defined brand, you can still apply this unique method to the templates you currently use. At the end of this Jolt, you’ll gain the confidence to design daily content, from presentation slides to social media posts, without the help of a professional designer.

Marketing Fundamentals
3.0 hours
Copywriting 101

How does copyrighting work? We will cover the basics of copyrighting and show you 20+ different ways to convert ads.

Marketing Fundamentals
3.0 hours
Creative 101

Learn the fundamentals of creative.

Marketing Fundamentals
10.0 hours
Practice in Class

Data-Driven Marketing
1.5 hours
Intro to Data

Data is the lifeblood of every modern business. Business leaders need to be able to analyze it critically and understand the roles, concepts, and terminology involved. If you are nervous or inexperienced when it comes to using data, this beginner-level Jolt will give you an accessible and practical introduction. If you're already working with data, it may be a useful refresher before you jump into our other related Jolts. In this workshop, you'll discover a simple, 3-step-framework for analyzing business data. You'll learn how to identify trends and gaps in data, explore ways to collect missing data and work out how to interpret it to get meaningful answers.

Data-Driven Marketing
3.0 hours
Data Analysis with Google Sheets

The skill of analyzing data (often with Google Sheets or Excel) has become an integral demand in business. Still, most people are hesitant when having to work with these programs. In this workshop, you will learn: How to fill in, sort, and search for data at minimum time, how to use critical functions, including VLOOKUP, which will help you retrieve data efficiently, creating a PIVOT table to analyze data. Why Google Sheets? We chose to teach data analysis using this program because you can easily collaborate on it and share it. Nevertheless, these functions and formulas apply to Excel and other spreadsheet programs.

Data-Driven Marketing
3.0 hours
Google Analytics for Beginners

Over 55% of sites are measured exclusively on Google Analytics, but only a fraction of marketers are using it right. In this Jolt, you will learn how to accurately set up, report, and measure your web assets using Google Analytics. This Jolt is perfect for novice Google Analytics users who are interested in extracting meaningful insights on their web assets. *** Terms that are covered in this Jolt: - Account Hierarchy: Account, Property, and View - Fundamentals: User, session, and pageview, and event - Key metrics: Bounce Rate, Time on Site ***

Data-Driven Marketing
3.0 hours
AB Testing: Best Practices

AB Testing: When and how to use it for marketing.

Data-Driven Marketing
10.0 hours
Practice in Class

Growth Marketing
3.0 hours
Customer Segmentation Fundamentals

How do we segment our clients, what are the basics of segmentation and how can we better understand who are your customers?

Growth Marketing
3.0 hours
Conducting an Insightful Market Research

Learn how to conduct market research to effectively build a growth strategy.

Growth Marketing
3.0 hours
Intro to Disruptive Growth Strategies

Learn the fundamentals for planning a growth strategy that is disruptive.

Growth Marketing
1.5 hours
SEO Basics

Search Engine Optimization (SEO) is a zero-sum game. Your website either appears on the first page of search results, or it doesn't exist, as 75% of searchers never go past the first page of search results. To rank high in search results, you need to know what your audience is searching for online. In this Workshop, you'll learn an SEO framework for attracting relevant website traffic: Keyword research, reveal what info your target audience is searching for online, content strategy, choose the keywords that will deliver best-results on search engines, on-page optimization, guidelines for creating content in a Google-friendly way. Get familiar with google search console

Growth Marketing
3.0 hours
Email Marketing: Creating a Strategy that Stands the Test of Time

Did you know that it takes more than seven interactions on average to generate a viable sales lead? That's why developing an email marketing plan, one that leads to consistency, is crucial. In this Jolt, you'll learn a four-step-framework for planning an effective email marketing strategy: #1 Choose the right tools #2 Identify your audience and build your list #3 Create an email marketing plan #4 Evaluate your results Throughout the Jolt, you'll learn each step and apply it to your business. By the end of it, you'll have a primary email marketing plan that could push you towards better conversions and business results.

Growth Marketing
3.0 hours
The Hidden Potential of LinkedIn Advertising

LinkedIn is the largest professional network. We will learn about advertising on LinkedIn, its unique targeting options, and creative best practices

Growth Marketing
3.0 hours
TikTok for Growth

We will cover the unique advantages of advertising on Tiktok, creative best practices, and how to set up your first campaign. We will also explore Tiktok’s rich resource, the influencer market.

Growth Marketing
3.0 hours
Snapchat for Growth

Learn about the fast growing acquisition channel of Snap and its unique advantages.

Growth Marketing
3.0 hours
Paid Content via Taboola & Outbrain

Understand the power of content paid advertising through Taboola & Outbrain. We'll learn how to reach new users beyond traditional ad channels.

Growth Marketing
3.0 hours
Beyond Google & Facebook: Alternative Marketing Channels

Discover alternative marketing channels: Reddit, Pinterest, Quora & Apple Search.

Growth Marketing
3.0 hours
How to Create a Media Plan

Learn how to plan and budget your media activity.

Startup Skills
3.0 hours
Automate Everyday Tasks with Zappier

In this workshop, you will learn how to automate manual processes efficiently with Zapier (a tool for automating processes). You will practice defining, planning, and implementing robust automation processes that will save you time & money. At the end of this Jolt, you will gain the tools to turn daunting manual tasks into effortless automated processes.

Check Your Compatibility →

*You must attend at least 80% of the classes to receive your certificate.
*To earn your certificate, you must successfully complete your final project.

Learn more →
Learning Axes:
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Career Development
1.5 hours
Intro to Tech
Career Development
1.5 hours
Career Barriers & Strengths
Career Development
1.5 hours
Mini-Hackathon: Building a CV
Career Development
1.5 hours
Building a LinkedIn a Profile
Career Development
1.5 hours
Job Interviews: Best Practices
Business Orientation
3.0 hours
Business Model Canvas
Business Orientation
1.5 hours
B2B Sales 101
Performance Marketing
3.0 hours
Intro to Search Advertizing
Performance Marketing
1.5 hours
Intro to Google Ads
Performance Marketing
3.0 hours
Google Search Keyword Research
Performance Marketing
1.5 hours
Google Search Shared Library
Performance Marketing
3.0 hours
Google Search Text Ads: Best Practices
Performance Marketing
3.0 hours
How to Measure Your Google Campaigns
Performance Marketing
3.0 hours
How to Set Reports on Google Search
Performance Marketing
1.5 hours
Attribution Models on Google Ads
Performance Marketing
3.0 hours
Google Search: Bidding Strategies & Budget Planning
Performance Marketing
3.0 hours
Tracking Google Search Campaigns
Performance Marketing
3.0 hours
Optimizing Google Search Campaigns
Performance Marketing
3.0 hours
Intro to Google Search Audiences
Performance Marketing
3.0 hours
Intro to Google Display Ads
Performance Marketing
3.0 hours
Targeting Users on Google Display Network
Performance Marketing
3.0 hours
Google Display Creatives: Best Practices
Performance Marketing
3.0 hours
Google Display: Planning campaigns vis Reach Planner
Performance Marketing
3.0 hours
Optimizing Google Display Campaigns
Performance Marketing
3.0 hours
Intro to Google Discovery Campaigns
Performance Marketing
3.0 hours
Intro to Google Apps Campaigns
Performance Marketing
3.0 hours
Intro to YouTube Advertizing
Performance Marketing
3.0 hours
Targeting YouTube Campaigns
Performance Marketing
3.0 hours
YouTube Creatives: Best Practices
Performance Marketing
3.0 hours
Measuring YouTube Campaign Activity
Performance Marketing
3.0 hours
Intro to Google Shopping Ads
Performance Marketing
3.0 hours
Intro to Bing Ads
Performance Marketing
1.5 hours
Intro to Facebook Advertizing
Performance Marketing
3.0 hours
Facebook Campaign Types
Performance Marketing
3.0 hours
Intro to Facebook Campaign Set-Up
Performance Marketing
1.5 hours
The Power of Lookalike Campaigns
Performance Marketing
3.0 hours
Facebook Detailed Demographics Targeting
Performance Marketing
3.0 hours
Facebook Campaigns: Setting Successful Retargeting
Performance Marketing
3.0 hours
Tracking Facebook Campaigns
Performance Marketing
3.0 hours
Facebook Measurement & Reporting
Performance Marketing
3.0 hours
Intro to Facebook app Campaigns
Performance Marketing
3.0 hours
Facebook Creatives: Best Practices
Performance Marketing
3.0 hours
Facebook Campaigns: Conducting Effective Experiments
Performance Marketing
10.0 hours
Practice in Class
Marketing Fundamentals
3.0 hours
Who is The Digital Consumer?
Marketing Fundamentals
3.0 hours
Intro to Digital Marketing
Marketing Fundamentals
1.5 hours
Behavioural Economics: What Really Drives your Customers?
Marketing Fundamentals
3.0 hours
Intro to The Marketing Funnel
Marketing Fundamentals
3.0 hours
Marketing Channels: Smart Ways to Get Traction
Marketing Fundamentals
3.0 hours
Hubspot (CRM) Basics
Marketing Fundamentals
3.0 hours
Intro to Attribution
Marketing Fundamentals
3.0 hours
Intro to Disruptive Innovation
Marketing Fundamentals
3.0 hours
Buyer Personas: Understand Your Customers Better
Marketing Fundamentals
3.0 hours
Wix: How to Build a Killer Landing Page
Marketing Fundamentals
3.0 hours
Build Your Own Website with Elementor
Marketing Fundamentals
1.5 hours
Wordpress Fundamentals: How Websites are Built
Marketing Fundamentals
1.5 hours
Google Trends: Be on Top of The Game
Marketing Fundamentals
3.0 hours
Design for Non-Designers
Marketing Fundamentals
3.0 hours
Copywriting 101
Marketing Fundamentals
3.0 hours
Creative 101
Marketing Fundamentals
10.0 hours
Practice in Class
Data-Driven Marketing
1.5 hours
Intro to Data
Data-Driven Marketing
3.0 hours
Data Analysis with Google Sheets
Data-Driven Marketing
3.0 hours
Google Analytics for Beginners
Data-Driven Marketing
3.0 hours
AB Testing: Best Practices
Data-Driven Marketing
10.0 hours
Practice in Class
Growth Marketing
3.0 hours
Customer Segmentation Fundamentals
Growth Marketing
3.0 hours
Conducting an Insightful Market Research
Growth Marketing
3.0 hours
Intro to Disruptive Growth Strategies
Growth Marketing
1.5 hours
SEO Basics
Growth Marketing
3.0 hours
Email Marketing: Creating a Strategy that Stands the Test of Time
Growth Marketing
3.0 hours
The Hidden Potential of LinkedIn Advertising
Growth Marketing
3.0 hours
TikTok for Growth
Growth Marketing
3.0 hours
Snapchat for Growth
Growth Marketing
3.0 hours
Paid Content via Taboola & Outbrain
Growth Marketing
3.0 hours
Beyond Google & Facebook: Alternative Marketing Channels
Growth Marketing
3.0 hours
How to Create a Media Plan
Startup Skills
3.0 hours
Automate Everyday Tasks with Zappier