PROGRAM GUIDE

Digital Marketing: Ethical Strategies for Success

Remote Learning Course

Start Date: June 27, 2022 – End Date: August 22, 2022

COURSE DESCRIPTION

Digital marketing can take many forms—display ads, online video, paid social ads, search engine
marketing, social media posts, and more. It presents opportunities to convey promotional
messaging and gauge its impact throughout the customer journey. In today’s fast-paced, data-
driven business landscape, a solid understanding of digital marketing is critical to navigating this
complex reality and driving results for your organization.

This program aims to equip you with the concepts, language, resources, and strategic insight
needed to establish your voice as an aspiring digital marketer. Over six weeks, you will
explore the challenges and opportunities that accompany interacting with diverse populations
in the digital age.

FACULTY

Courageous thinkers and passionate teachers, our instructors are an active community of
scholars. Propelled by rigorous debate and cross-disciplinary collaboration, they produce ideas
that matter and enrich human life.

Miriam Brosseau MA
Digital Marketing, the University of Chicago

Miriam Brosseau is the principal of Tiny Windows Consulting, a communications and strategy
consultancy dedicated to helping mission-driven leaders make the world a kinder, braver, more
curious place by asking bigger questions and telling smaller stories.

Before launching Tiny Windows in 2018, Brosseau worked for twelve years inside nonprofits,
including running the Jewish TED-style platform ELI Talks. She spent three years as the Chief
Innovation Officer of See3 Communications, a digital agency dedicated exclusively to nonprofits
and mission-driven organizations. In that role, she worked closely with organizations like the
Alzheimer's Association, the BUILD Initiative, and Make-A-Wish America to develop digital
storytelling strategies, create content, and build internal digital marketing capacity. With Tiny
Windows, Brosseau partners with nonprofit organizations to create digital marketing and
communications strategies that help them connect their audiences both to the mission and to
one another, building meaningful communities online.

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Brosseau holds a master’s degree from Spertus Institute and a certificate in Storytelling for
Influence from IDEO. Her writing has been featured by Beth’s Blog, Crackerjack Marketing,
Engage, and other prominent nonprofit publications. She co-authored the Social Media Policy
Workbook in 2012 and more recently co-authored the essay on marketing and communications
in the book titled Warm and Welcoming: How the Jewish Community Can Become Truly
Diverse and Inclusive in the 21st Century (Rowman & Littlefield, 2021).

MENTORS

The course will be supported by mentors, which may be instructors or experts in the course
field. These senior consultants are subject matter experts with vast industry experience. They
will be available to answer questions, generate deeper discussion, and facilitate a collaborative,
positive learning experience via discussion forums and Q&A sessions.

WHO SHOULD PARTICIPATE?

Our six-week online Digital Marketing program is designed for learners who are new to digital
marketing and even the working world. Any professional, however, who wants to be able to
intelligently talk strategy when working with a marketing team, act as an ethical marketing
leader in the digital age and prepare for the future of digital marketing will gain valuable
insights.

OBJECTIVES

Participants will learn how to:

• Understand current and emerging digital marketing concepts, strategies, and tools
• Apply your knowledge to your current marketing efforts and be prepared to assess
opportunities for yourself in the field of digital marketing
• Make smart, strategic decisions about effective and ethically-minded digital marketing
initiatives
• Feel equipped to stay on top of whatever industry changes may come your way

TIME COMMITMENT

The course duration is six weeks, with one module per week. Most participants will spend
about eight to ten hours per week on course-related activities.

METHODOLOGY

The course is 100% remote learning, and flexible. Participants may adapt the study timetable to
their own schedule, always keeping in mind that a weekly commitment is required.

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Participants will have access to all course content and will be able to interact with the mentor
and their peers through the virtual campus. The learning resources available are:

• Interactive modules
• Explanations of Instructors through videos
• Review questions
• Self-assessments
• Glossary
• Wiki
• Assignments
• Discussion forums
• Test
• Additional material and recommended sources
• Welcome webinar session
• Q&A sessions with the mentor
• Webinar sessions with Instructor

This course takes place in a highly collaborative environment encouraged by discussion forums
in the modules and the Student Lounge, where participants can interact with each other. Live
classes and discussion forums will motivate networking and collaborative learning.

It is recommended to attend webinars and live Q&A sessions, but it is not mandatory. All
sessions will be recorded and will be available on the virtual campus afterwards.

COURSE REGISTRATION REQUIREMENTS

There are no prerequisites to participate in this course.

COURSE CONTENT*

Module 1: The Digital Marketing Landscape

1. How the history of digital marketing informs where the field is headed
2. The importance of ethical decision-making in the future of digital marketing
3. Evaluating your own goals as an aspiring digital marketer and the extent to which they
align with opportunities in the field Definition of analytics and its impact on business
outcomes

Module 2: Create a Customer - Marketing Strategy Defining the problem to be solved

1. Customer-centric digital marketing strategy

2. Identifying the “characters” in an organization’s story
3. The ethical considerations and implications surrounding customer-centric messaging

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Module 3: Platforms and Campaigns Data vs. metrics: What is the difference?

1. The current landscape of digital marketing channels and platforms

2. Major types of marketing campaigns: SEO, SEM, and PPC, display ads versus native
advertising, content marketing, SMM, email marketing, mobile/text marketing, and
affiliate marketing versus influencer marketing
3. Creating a POST plan
4. The alignment of digital channels with personal values and company mission and
purpose Components of data modeling

Module 4: Measurement, Analysis, and Optimization

1. The 4Ps of marketing analytics: product, position, price, and promotion

2. The consumer journey
3. Assessing customer relationships with the brand

Module 5: Digital Leadership

1. The relationship between internal communication and leadership and digital marketing
effectiveness
2. Digital leadership preferences and styles
3. Planning how to navigate the balance between the fast pace of digital marketing and
the ethical considerations of effective digital leadership Data analysis and storytelling
skills

Module 6: Positioning Yourself for Success Revisiting the A in the SCQ(A) Framework

1. Synthesizing personal learning insights from previous modules

2. Discovering possible career paths in digital marketing
3. Developing a personal brand statement and accountability plan to position yourself as
an emerging digital marketer

* The program outline may be subject to change based on academic adjustments.

Participants shall perform one module each week, which includes an assignment and a discussion forum
to be delivered during the week.

COURSE CERTIFICATE

Upon completion of the course, participants will receive a Certificate of Completion from the
University of Chicago Professional Education. This serves as a certified virtual credential of your
accomplishment and recognition of participants’ achievement. Your Certificate of Completion
can be shared among social networks, such as LinkedIn.

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ACCESS TO PROGRAM ARCHIVE

At the end of the program, and for six months, participants will have access to the virtual campus
with all the contents, activities, forums and complementary material. Participants will be able to
review relevant content and revisit assignments and forums.

ACADEMIC SUPPORT

Students will receive support and assistance within twenty-four to forty-eight hours through
the virtual campus inbox or by email.