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MB562 Digital Marketing
  - For a Medical Device Company

Learn digital marketing. This includes keyword research, SEO, digital ad­vertising with Google Adwords, social media marketing with Facebook (plus Instagram, Linkedln, Twitter), email marketing, content marketing, and web analytics with Google Analytics. You'll also learn how to do global digital marketing in multiple languages for multiple countries.
  • » 45 hours in class lecturing plus dedicated mentoring sessions from our faculty of industry experts
  • » 3 semester credits for both certificate and master’s degree
  • » Access to high-quality live class recording
  • » Online live classroom available for all classes
  • » Lifetime learning resources for our students
  • ETTP Program $7200
Overview
  • We build the digital marketing team for a medical devices company
  • Instructor as the director of marketing for the company
  • Students as the marketing staff for the company
  • Students choose the area (SEO, digital ads, social, etc.), form teams, pick team leader, and writes weekly reports on status, deliverables, problems, etc. Students can switch to other groups or work in several groups at the same time.
  • We will have a marketing budget for digital advertising
Outcome

Our goal is to give you the knowledge, skills, and practical experience to work in digital mar-keting.

  • Pass the course
  • Letter of Recommendation
  • Recommendation in LinkedIn
  • Students may be hired by companies or build their own company
Topics and Work

We will do two things at the same time: learn topics in digital marketing and apply the topics at the same time. The class will function as if you are a group of new hires at a company and the instructor is the director of marketing. The first half of each class will be lecture/discussion. The second half will be reports and review. You will make recommendations to the company. Your work will be used immediately by the company, so you’ll quickly see the results of your work.
You’re welcome to ask questions about market-ing and try new ideas.
Topics include:

  • Website review
  • Competitor review
  • Keyword and phrases research
  • SEO (Search Engine Optimization)
  • Advertising in search engines and social media
  • Social media
  • Content marketing
  • Video marketing with YouTube
  • Google Analytics (3.0 and 4.0)
  • Mobile First indexing
  • LinkedIn Sales Navigator
  • LinkedIn Profile Optimization (LPO)
  • Additional topics will include how to build a startup, startup funding, and so on.
Tools

You’ll need a computer (desktop or laptop) with a connection (WIFI or DSL)
We will use:

  • Slack for team communication
  • Zoom for video meetings
  • Gmail account
  • File share on G Drive
  • Documents on G Docs
  • Spreadsheets on G Slides
  • Presentations on G Slides
  • Screaming Frog (student account will be provided)
  • SEMRush tools (student account will be provided)
About the Instructor

Andreas Ramos

Andreas Ramos was the head of Global SEO at Cisco, where he used 40 languages in 84 countries. He has managed global SEO and Google Adwords for Harvard and MIT where he used 300,000 keywords in thirty languages. He currently manages SEO and Google Adwords for Stanford. He was the director of the digital agency at Acxiom where he worked with global corporations. He has founded two digital marketing agencies. He has written fourteen books on digital marketing. One book was published in China by Tsinghua University Press. His books have been translated to six languages. He was the technical editor of the leading book on SEO, which was published by IBM Press. He also teaches digital marketing at INSEEC, a leading French business school.