/Events
Description
Facebook and Central Piedmont are partners in developing and offering this non-credit Digital Marketing Certificate program. In the six-month course, entry-level job seekers and experienced professionals alike will gain and expand their understanding of core concepts including market positioning, brand positioning, targeting and segmentation, and marketing channels and metrics.
With this high-demand set of skills, this innovative course (offered by blending online and in-person sessions) will have you set to kick start your journey into careers that require new technology skills in digital marketing. You will end this course with a professional portfolio of applied projects that will showcase your abilities and prepare you to put these skills into action.
Class will meet in person the following dates from 6-9pm
1/28, 2/25,3/31,4/30,5/6,5/28,6/23
3/4 by WebEx from 6-7:30pm
Objectives
Upon successful completion of this course, participants will be able to:
- Understand foundations of marketing including: unique value proposition, customer segmentation, customer personas, various marketing channels, and key metrics.
- Understand the process of creating an effective content strategy by understanding consumer psychology and buying motivations
- Demonstrate the ability to create written copy for marketing content that aligns with a brand and target audience for primary marketing channels.
- Understand the principles and best practices of visual design when creating marketing collateral.
- Understand search engine optimization.
- Demonstrate the ability to A/B test various elements of marketing efforts to increase conversion rates.
- Understand the factors that drive conversion and opportunities to optimize marketing performance.
- Understand the role of social media in a marketing campaign and differences in voice and audience across various social media channels.
- Recognize best practices and understand the lifecycles of successful social media, search, display, and email campaigns.
Content
- Foundations And Strategy Of Marketing
- Overview of digital marketing
- Digital marketing and business fundamentals
- The 4 Ps of marketing and unique value propositions
- SWOT analysis
- Brand positioning strategy
- Targeting and segmentation
- The customer journey and marketing channels
- Marketing objectives and measurement
- Student presentations
- Marketing Content Strategy And Branding
- Introduction to digital marketing and content marketing
- Consumer psychology and buying motivations
- Branding
- Content and channel strategy
- Blog writing
- SEO
- Writing for various marketing channels
- Marketing Analytics And Performance Optimization
- Google Sheets: Intro to data analysis and visualizations
- A/B Testing: Designing and analyzing A/B tests
- Google Analytics: Collecting, reporting, and analyzing data
- Social Media Marketing
- Introduction to social media
- Understanding audiences
- Content planning
- Content creation
- Advertising
- Reporting and analyzing ads
- Community building
- Best practices
- Search And Display Advertising
- Search engine marketing
- Campaigns and best practices
- Networks and Google products
- Search ads
- Keywords
- Display
- Ad bidding
- Optimization
- Email Marketing
- Introduction to email marketing
- Creating an effective email campaign
- List segmentation and management
- Anatomy of an effective email
- Email automation
- Email deliverability
- Analysis of marketing emails
- Testing emails
Prerequisites
- Basic computer and Internet skills
- Understanding of Google Suite or Microsoft Office applications recommended
Method of Instruction
Hybrid delivery with utilization of the following instructional methods:
- Activity
- Problem-based learning/ Case studies
- Collaborative learning/ Peer review
- Demonstration/ Modeling
Evaluation
- Graded assignments
- Formative assessment (quizzes/ knowledge checks)
- Performance-based assessments
- Discussion boards
- Experiential projects
For Additional Information: https://www.cpcc.edu/business-and-industry/small-business-center/digital-marketing-certificate
Learn the “how to” of starting up a nonprofit organization in North Carolina. The seminar focuses on the 3-step NPO formation process at the state, local and national levels. Participants will learn the critical role the Board of Directors plays in providing administrative and financial management of the NPO. This is the first session of a four-part series. Attendees do need to attend all four sessions but those that do will receive a series certificate of completion.
Speaker(s): Kathryn Addo, STC Consulting LLC
Pre-registration required Register to attend online only at this time
Gain an understanding on how to use data to substantiate community needs and gain/sustain funding. Participants will learn how to design, develop and evaluate nonprofit programs using a nationally recognized program development model. This is the fourth session of a four part series. Attendees do not need to attend all four sessions but those that do will receive a series certificate of completion.
Speaker(s): Kathryn Addo, STC Consulting LLC
Pre-registration required. Register to attend online at this time
When big events or natural disasters come to town, it’s important to have a plan in place to deal with the risks that could affect your business. Learn where to look for risks and how to create and implement a risk management program to make informed decisions for your small business.
Speaker(s): Vanessa Vaughn Mathews, Asfalis Advisors
Pre-registration required Register to attend online only at this time
Strong businesses build their brand to be authentic, cohesive and compelling. While your logo is the visual cornerstone of your brand, your brand is much bigger than your logo. In this session, we’ll cover the ins and outs of branding and what to consider as you brand (or re brand) your business.
Speaker(s): Lisa Speer
Pre-registration required Register to attend online only at this time
Topic: Nonprofit
Learn how nonprofits can effectively utilize web and email communications, online fundraising tools, and mobile and social media. Participants will learn about technology trends that assist the nonprofit organization in operating more efficiently and have a greater community impact. This is the third session of a four part series. Attendees do not need to attend all four sessions but those that do will receive a series certificate of completion.
Speaker(s): Kathryn Addo, STC Consulting LLC
Pre-registration required
Register to attend online only at this time
It’s not if it’s when. As a business owner, you want to avoid crisis but despite your best efforts they are bound to occur. Don’t wait until a crisis strikes. Prepare now to reduce the impact on your business. In this seminar, you will define what a crisis is for your company, the key players needed during a crisis, and how to maintain your reputation in real-time.
Speaker(s): Vanessa Vaughn Mathews, Asfalis Advisors
Pre-registration required Register to attend online at this time
The business world is full of unexpected surprises and those who learn to use their Emotional Intelligence to navigate through them have been known to have long-term success. This workshop is designed to increase your self-awareness in your role as an entrepreneur, improve your ability to communicate under pressure and help you focus on solutions to bounce back more quickly. You will learn to recognize the emotions of others and use that data to respond, rather than react under pressure.
Speaker(s): Mic Alexander, Image Wealth Management
Pre-registration required Register to attend online at this time
Discover the basic financial requirements that impact nonprofit operation. Learn best practices in board fiduciary duties, budgeting basics and yearly financial reporting requirements. Attendees do not need to attend all four sessions but those that do will receive a series certificate of completion.
Speaker(s): Kathryn Addo, STC Consulting
Pre-registration required Register to attend online at this time
Every business needs a plan B. Fire, floods, and hurricanes are generally associated with contingency planning. But what if a large event comes to town that shuts down roadways making it difficult or impossible for suppliers and employees to reach your business? What if your entire team comes down with the flu? Make no mistake continuity of operations isn’t just about natural disasters. It can also prepare you for more commonplace problems and ready you for unexpected disruption. Learn the necessary elements your small business needs to survive and thrive and five things most companies ignore that they shouldn’t in preparedness planning.
Speaker(s): Vanessa Vaughn Mathews, Asfalis Advisors
Pre-registration required Register to attend online only at this time