Imagine you are a marketing analyst working for a dynamic company navigating the complex world of digital marketing. This course uses Novela's Search Marketing Simulation, an advanced experiential learning tool designed to immerse you in managing real-world marketing challenges. You will engage with various marketing scenarios, optimize campaigns, and refine strategies using interactive data and metrics.

The big takeaway from this course is: Test, optimize, and adapt!

Learning Outcomes

By the end of this course, students will be able to:

1. Demonstrate proficiency in search marketing strategies and metrics.

2. Optimize key marketing performance indicators (KPIs) through experiential learning.

3. Analyze campaign performance data and generate actionable insights.

4. Apply practical tools to manage and optimize budgets and campaigns.

5. Understand advanced concepts in marketing analytics, including ROAS, CPA, and engagement metrics.

6. Develop comprehensive campaign strategies and summarize outcomes effectively.

Attendance of 80% of classes is required. One additional absence can be made up for on individual basis.

Session 1 (March 11): Introduction to the Course & Digital Marketing Basics

• Fundamentals of search and social media marketing and their role in digital strategy.

Session 2 (March 18): Search Marketing Strategy

• Building effective campaigns: objectives, target audiences, and KPIs.

Session 3 (March 25): Social Media Impacts

• Best practices for landing pages and A/B testing.

Session 4 (April 1): Campaign Effectiveness + Transformation

This session critically examines how to measure digital marketing campaign effectiveness and navigate current industry transformations. Through analysis of major industry cases and hands-on exercises, students will learn to evaluate true campaign performance beyond surface metrics and develop measurable marketing strategies.

Session 5 (April 8): Simulation: Acquisition & Awareness

• Focus: Understanding audience and launching initial campaigns

Session 6 (April 29): Simulation: Conevrsion & Retention

• Focus: Optimizing campaign performance and ROI.

Session 7 (May 6): Simulation: Growth & Scale

• Focus: Scaling successful strategies and managing complex campaigns

Session 8 (May 13): Simulation: Future Vision & Final Presentations

At the end of the simulation, you will work in groups again to create a summary of the strategy your team members chose for their simulation.

For the final presentations, groups will analyze different aspects of digital marketing performance using data from all team members' simulation results. Each group will focus on one key area: audience strategy, creative optimization, budget allocation, platform performance, or brand development. The presentations should combine thorough data analysis with clear visualizations and actionable recommendations, simulating a real-world marketing team presentation to executives.

Grading Scale:

• 1.0 (Excellent): 90-100%

• 2.0 (Good): 80-89%

• 3.0 (Satisfactory): 70-79%

• 4.0 (Sufficient): 60-69%

• 5.0 (Fail): <60%

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