UC Davis Digital Marketing Boot Camp Curriculum

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Marketers are increasingly at the intersection of marketing and technology, harnessing Google ads and Google analytics, technical SEO, and CRMs to conduct business.

For that reason, the curriculum at UC Davis Digital Marketing Boot Camp provides students with a range of foundational technical skills needed in the field. Complete real-world problems using a host of popular tools and methods, and learn marketing specializations and best practices. By the program’s end, you will have a strong professional portfolio showcasing your work.

Part-Time Digital Marketing

Learning Module: Intro to Marketing/Marketing Strategy


Description:

Students begin with an introduction to fundamental concepts of traditional marketing, before diving headfirst into strategy. Individuals will understand the breadth of the marketing lifecycle and how to take advantage of various touchpoints and optimize marketing metrics.

What You Will Learn:

  • Brand Strategy
  • Brand Building
  • Lead Generation
  • Conversion Funnels
  • Marketing Metrics
  • Marketing Optimization
  • Campaign Development
  • Product/Market Fit

Learning Module: Digital Advertising


Description:

Students will be exposed to the platforms and tools by which digital marketers reach their customers. They’ll explore how to target new customers, retarget past customers, and keep potential and current customers engaged through a variety of tools and technologies.

What You Will Learn:

  • Social Media Platforms
  • Email Marketing
  • Marketing Automation
  • Search Advertising
  • Retargeting
  • Affiliate Marketing
  • Display Advertising
  • Native Advertising
  • Content Marketing

Learning Module: Web Design and Site Analytics


Description:

Dive into all things web pages including design, interactivity, and analytics. Students will gain experience with HTML/CSS/JavaScript, SEO, WordPress, and Google Analytics.

What You Will Learn:

  • UX and Graphic Design
  • Wordpress
  • HTML/CSS
  • JavaScript
  • Search Engine Optimization
  • Technical SEO
  • Google Trends
  • Google Keyword Planner
  • Google Analytics
  • Google Ads
  • Outbrain
  • A/B Testing

Learning Module: Reporting and Visualization


Description:

Students will explore Customer Relationship Management software, reporting with Tableau, and Customer Journey Mapping.

What You Will Learn:

  • CRMs
  • Salesforce
  • Touchpoints and Conversion Paths
  • Attribution Models
  • Tableau

Learning Module: Final Projects


Description:

Students will work in small groups to leverage the software, skills, and techniques learned throughout the course in this final project to showcase to the world what they’ve achieved!

What You Will Learn:

  • Dreaming up something fantastic and pushing the bounds of what is reasonable and achievable

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