Welcome to our digital product marketing course! This course is designed to teach you everything you need to start and grow a successful startup or business from scratch. We will cover essential topics like product roadmapping, technical requirements, business monetization models, and more. You'll gain both theoretical knowledge and practical skills to apply these concepts in real-world scenarios, ensuring you're well-equipped to create and implement effective business strategies. Get ready to learn, create, and innovate!
The tuition fee for the specialty Digital Product Marketing is 2450 AZN.
August 2024
4 months
20-25 students
II, İV 19:00-22:00, VI 18:30- 21:00
Readiness for intensive training
Knowledge of English at least Intermediate level
Availability of a personal laptop or computer
18 years and older
Value Stream Mappning
Lean Manufacturing Applications
Process Efficiency Improvement
Product Roadmapping
Techncal Requirements Analysis
Business Monetizaton Models
Technical spesification writing (Backend, Front end and UX/UI)
Marketing Research
Competitive Analysis
Customer Segmentation
Product Positioning
Brand Strategy Development
Digital Marketing Strategies
Content Marketing
Social Media Marketing
SEO Optimization
PPC Campaign Management
Email Marketing
Analytics and Data Interpretation
Performance Measurement and Adjustment
Number of modules
The Business Model Stage focuses on Value Stream Mapping (VSM), where students learn to identify and eliminate waste in processes to improve efficiency through hands-on mapping workshops, and on Business Monetization Models, covering various revenue generation methods and key concepts such as revenue streams and customer acquisition costs, with practical exercises in developing monetization models and conducting market research.
Value Stream Mapping (VSM)
Theoretical Steps for Teaching Value Stream Mapping
Practical Steps for Teaching Value Stream Mapping
Practical Steps for Teaching Business Monetization Models
The Research Stage introduces the SOSTAC Marketing Framework, focusing on Situation Analysis through theoretical lessons on SWOT, PESTLE, and competitor analysis, practical workshops using tools like Google Analytics and SEMrush, and hands-on projects involving SWOT, PESTLE, competitor analysis, and market research. Students learn to gather and interpret data, apply analytical tools, and present their findings through group activities and individual projects. This stage emphasizes understanding the current market environment to inform strategic digital marketing planning.
Introduction About SOSTAC Marketing FrameWork
Module 1. Situation Analysis
Teoretical Steps
Practical Steps
The Technical Stage encompasses understanding website and mobile application structure maps, BPMN (Business Process Model and Notation), requirements specifications for technical teams, and product roadmaps. Students learn the importance and components of website structure maps, BPMN elements, and practical diagram creation. They also cover UI/UX design needs, front-end and back-end development requirements, and database schema design. Additionally, students are taught the significance of product roadmaps, types of roadmaps, and hands-on creation workshops, emphasizing alignment, priorities, and communication in product development.
Module 2: Theoretical Stage: Understanding Website or Mobile Application Structure Maps
Topics to Teach:
Module 3: Understanding BPMN (Business Process Model and Notation)
Theoretical Stage
Topics to Teach:
Practical Stage: Creating Business Process Model and Notation Diagrams
Topics to Teach:
Module 4. Requirements Specifications for Technical Team (Developers and Designers)
Website Design Brief (UI/UX Design Requirements)
Theoretical Stage
Practical Stage
System Design (Front-End Development Requirements)
Theoretical Stage
Practical Stage
System Design (Back-End Development Requirements)
Theoretical Stage
Practical Stage
Theoretical Steps for Teaching Product Roadmaps
Practical Steps for Teaching Product Roadmaps
The Technical Tools Stage covers essential marketing tools and approaches, including Meta Ads, SEO, Google Analytics, Yandex Metrica, and Google Ads. Students learn to set up and manage ad accounts, craft compelling ads, and use advanced targeting and optimization techniques on Meta Ads. They explore SEO strategies, including topical authority, semantic and contextual SEO, and technical and off-page SEO. Google Analytics modules teach setup, data analysis, advanced features, and integration with Google Tag Manager. Yandex Metrica focuses on user tracking, behavioral analytics, reporting, and optimization strategies. Finally, Google Ads training includes account setup, ad creation, advanced targeting, performance optimization, and comprehensive analytics and reporting.
Technical Tools Stages (Marketing Tools and Approaches) Module 1: Meta Ads
Module 2: SEO
Module 3: Google Analytics
Module 4: Yandex Metrica
Module 5: Google Ads
The Objectives Stage focuses on teaching students how to set clear, measurable, and achievable objectives using the SMART criteria, identifying key performance indicators (KPIs), and aligning objectives with overall business goals. Through workshops, students practice setting objectives, identifying relevant KPIs using tools like Google Analytics, and creating a hierarchy of objectives, culminating in peer reviews and feedback sessions.
Theoretical Steps for Setting Objectives
Practical Steps for Setting Objectives
The Strategy Stage emphasizes the importance of strategic planning in digital marketing by defining long-term goals and guiding all marketing efforts. Students learn to create digital marketing strategies, identify target audiences and buyer personas, develop value propositions, and analyze competitive positioning. Practical exercises include market segmentation, buyer persona creation, value proposition development, competitive analysis, customer journey mapping, and adapting the marketing mix for digital contexts, with presentations and feedback to refine their strategies.
Theoretical Steps for Marketing Strategy
Practical Steps for Strategy
In the Tactics Stage, students will delve into the specific actions required to execute digital marketing strategies effectively. This stage covers a variety of digital marketing tactics, including content marketing, social media campaigns, SEO, email marketing, paid advertising, influencer marketing, and affiliate marketing. Through hands-on workshops, students will develop tactical plans, create engaging content, design and run social media campaigns, optimize websites for search engines, craft email marketing campaigns, and simulate paid advertising efforts. Practical exercises will involve using tools like Google Analytics, Hootsuite, Mailchimp, and SEMrush to implement and track these tactics, ensuring students gain real-world experience in executing detailed and effective digital marketing actions.
Theoretical Steps for Tactics
Practical Steps for Tactics
The Action Stage focuses on the practical execution of the tactics developed in the previous stage. Students will learn how to efficiently manage tasks, allocate resources, and schedule timelines to ensure the successful implementation of their digital marketing plans. This includes creating comprehensive action plans, breaking down tactics into specific, actionable tasks, allocating necessary resources, and developing communication strategies to maintain coordination among team members. Students will use project management tools like Trello, Asana, and Monday.com, and engage in risk management exercises to identify and mitigate potential issues. Practical workshops will guide students through setting up and managing projects, ensuring they are well-equipped to execute their digital marketing strategies effectively and adapt to any challenges that arise.
Theoretical Steps for Action
Practical Steps for Action
Theoretical Steps for Control
The Reporting Stage teaches students how to create, analyze, and present business reports crucial for decision-making and performance tracking. They will learn key concepts like KPIs, metrics, and dashboards, and explore different types of reports, including financial, performance, and analytical. Practical workshops will guide them in developing performance reports and enhancing their presentation skills. Students will practice effective communication of data insights using storytelling and visual aids such as charts and infographics. Through report presentation workshops and peer review sessions, they will refine their ability to present complex data clearly and compellingly to various stakeholders.
Module 1: Introduction to Reporting
Theoretical Steps
Practical Steps
Presenting Reports
Theoretical Steps
Practical Steps: