Professor: Lil Mohan

S1: Intro to Digital Marketing & 3C

• Why Digital Marketing?
• What is Digital Marketing?
• Implications of Digital Marketing (vs traditional)
• Tool: 3C Framework

S2: Content Marketing & Cult of Metrics

• Tool/Model: POEM
• What is Content Marketing?
• How to Build and Distribute Relevant Content?
• Measuring Content Marketing

S3: Search Marketing: Organic Search and SEO

• Typical Search Engine Results Page
• Why SEO?
• How do I Improve Search Ranking?

S4: Search Marketing: Paid Search and Marketplace Selling