This course explored the practice and management of digital marketing within both domestic and global business contexts. It combined theoretical insight with hands-on experience to develop data-driven marketing strategies, analyze performance metrics, and optimize campaigns in fast-paced, technology-driven environments. Through a series of applied projects, I gained practical experience with website audits, paid advertising, email automation, and content marketing aligned with integrated marketing communication (IMC) principles.
Core Skills Developed
Strategic marketing analysis and site optimization
Content creation and SEO-driven storytelling
Google Ads campaign management and analytics
Email automation and conversion optimization
Paid social campaign strategy and creative development
Data interpretation, trend analysis, and performance reporting
Key Projects
Website Design Audit
Conducted a comprehensive usability and design evaluation of a live website using industry-standard design principles. Identified opportunities to improve user experience, mobile responsiveness, and conversion flow, then presented actionable recommendations backed by analytics and UX research.
Email Welcome Series
Designed a multi-step onboarding email sequence for new subscribers that fostered engagement and repeat purchases. Focused on segmentation, tone alignment, and personalized calls-to-action to build brand trust and enhance customer retention.
Content Marketing Campaign
Created off-site content (blog posts, social media assets, and backlink strategies) designed to increase organic traffic. Applied SEO keyword mapping, storytelling, and audience engagement strategies to drive measurable growth and establish brand authority.
Paid Social Campaign
Created paid social media ads to promote products and drive traffic to a designated landing page. Applied audience targeting, A/B testing, and creative strategy principles to maximize engagement and conversion efficiency across platforms like Instagram and Facebook.
Google Ads Campaign
Developed and optimized Google Ads campaigns using search and display formats to generate qualified website traffic. Crafted high-performing ad copy, implemented targeting strategies, and analyzed conversion metrics to improve ROI and click-through rates.
Results
By the end of the course, I mastered the end-to-end process of building, executing, and analyzing a digital marketing strategy—translating classroom learning into portfolio-ready professional experience in content creation, analytics, and paid media strategy.