Lead Instructor: Ashley Hart '91
Course overview:
Learn the basics of digital marketing. This includes developing skills that understand corporate branding, Google search engine marketing, copywriting, marketing campaigns, social media marketing, and building metrics to track marketing success. This course provides a basic understanding of how digital marketing impacts and drives every aspect of a company's business processes. At the end of the course, students will learn how to create digital marketing strategies, market their corporate brand, and launch digital marketing campaigns to increase awareness of their corporate brand to buyers of that brand's services and products. .
Learning objectives:
- Develop marketing campaigns in a professional team environment.
- Build and present a new corporate brand message created by students in the course
- Create buyer personas to establish who the customers your company wants to target to sell your products.
- Create customer research surveys to understand buyer personas for targeting digital marketing and advertising campaigns
- Create a digital marketing strategy that provides multiple ways to drive leads/prospects to your company-branded website
- Create business digital ads for search engine marketing (SEM) sites such as Google and Microsoft Bing.
- Promote your company's website using social media digital platforms such as Facebook, Twitter, LinkedIn, Instagram, and TikTok.
- Learn and build key performance indicators (KPIs) for digital marketing tracking
- Learn how to track your digital marketing success using cloud-based reporting tools
Lecturer biography:
ME Ashley Hart is Corporate Vice President of Digital Experience at Microsoft. Ashley is the global marketing leader responsible for digital marketing and customer experience for commercial products including Microsoft Azure, Office 365, Dynamics 365, Microsoft Teams, and Surface.
Mr. Hart has over 25 years of global marketing and demand generation experience, specializing in digital marketing. She is a former senior vice president of Oracle's Cloud Platform and Database Products, and prior to that role she served as chief marketing officer for Infor, a global ERP CloudSuite industry solutions company based in New York City. I was there. Before joining Infor, she founded and led the New York City-based digital marketing consulting firm Ashley Hart Marketing. For over a decade, she has created successful digital marketing strategies that improve lead-to-sales conversion and increase company revenue for her clients. She works with Fanatics, Academic Partnerships, Pluralsight, Fourth Software, Prevalent, Achieve 3000, Tongal, Virgin Pulse, King.com, and she works with Mimecast. Mr. Hart has extensive experience as an executive and marketing leader at startups, high growth companies, and enterprise-level technology companies, and spent several years as a Marketing Principal Consultant at Insight Venture Partners, one of the top B2B companies. and has advised over 30 B2C portfolio companies. A global private equity and venture capital firm in North America.
In addition to her professional work, Ashley Hart has served as an advisor to various nonprofit organizations, including Polar Bears International, International Women's Health Coalition, and JALAWELO.
Ms. Hart earned a bachelor's degree in political science from Bates College and took additional courses at Columbia University. She currently lives in Manhattan and Miami.
