Applied Digital Marketing: AI, Analytics & Automation

• Core Concepts: Introduction to Digital Marketing, The 7 Ps of Marketing, Implementing Strategy, Exploring brand websites, Understanding Domain Name and Hosting, Creating a website on WordPress, Creating a Website with AI
• Case Studies: American Apparel’s Hurricane Sandy Sale, Nike's Just Do It, Coca-Cola’s AI Personalisation
• Tools Covered: GoDaddy, WordPress, ChatGPT, Claude

• Core Concepts: Content Marketing Lifecycle, Competitor Analysis, Brand Guidelines, Content Clusters, Content Calendars, User Personas, Content Flywheel, Content Creation and Optimisation, Distribution and Promotion, Performance Analytics, Workflow Automation
• Case Studies: HubSpot’s Content Strategy, Apple's Shot on iPhone, Heineken's The Closer, Coca-Cola's Share a Coke, Red Bull's Marketing Strategy, BMW vs. Audi
• Tools Covered: HubSpot MakeMyPersona, Buffer, ChatGPT, Perplexity, Looka, Atom AI, Thruuu, Asana, UserPersona.dev, Hemingway Editor, ContentIdeas.io, n8n

Core Concepts: Search Engine Fundamentals, SERP, Keyword Research, On-Page Off-Page SEO, Technical SEO, Crawlability, Performance Signals, Analytics and Reporti

Tools Covered:

•  Standard Tools: JSON-LD Schema, Robots.txt & XML Sitemap Generator, SEMrush, Google Looker Studio, Google Search Console, etc
•  AI Tools: ChatGPT, Ubersuggest, NeuronWriter
•  Analytics Tool: Google Analytics 4 Demo Account

Project: Build and execute an SEO strategy for an e-commerce brand

Core Concepts: Future of SEO, Generative Engine Optimization (GEO), Answer Engine Optimization (AEO)
Guided Practice: Applying GEO and AEO strategies
Tools Covered:

• AI & Automation Tools: ChatGPT, Writesonic
• Standard Tools: Mangools, AnswerThePublic, TechnicalSEO Schema Markup Generator, HubSpot Grader

Core Concepts:SEM fundamentals, campaign goals and KPIs, competitor and SERP analysis, keyword research, campaign creation, ad copywriting, AI in bidding, optimization, targeting, reporting
Case Studies: BabyEarth, Gulf Air, IQVIA, Lob, Microsoft, Ferrero Rocher
Tools Covered:

• Standard Tools: GitHub, Netlify, Google Ads, Google Campaign URL Builder
• Analytics Tool: Julius AI

Project: Execute a Google Ads SEM campaign with tracking and optimization

Core Concepts: This module introduces learners to hands-on marketing campaign simulations, enabling them to apply marketing concepts in a dynamic, real-world environment. Participants will make strategic decisions, analyze outcomes, and refine their approach through interactive learning experiences.
Tools Covered: Stukent

Core Concepts: SMM fundamentals, strategy, algorithms, content pipeline, AI-driven creative production, storytelling, engagement, sentiment analysis, ethical AI use, campaign execution, optimization
Case Studies: Crocs, Duolingo, Nutella, Wendy’s, Spotify/Airbnb, Verizon
Tools Covered:

•  AI & Automation Tools: ChatGPT, MonkeyLearn, DALL·E 3, Canva
•  Standard & Analytics Tools: Notion, Meta

Course-End Project: Build an AI-driven social media campaign

Core Concepts: SMM fundamentals, strategy, algorithms, content pipeline, AI-driven creative production, storytelling, engagement, sentiment analysis, ethical AI use, campaign execution, optimization
Case Studies: Crocs, Duolingo, Nutella, Wendy’s, Spotify/Airbnb, Verizon
Tools Covered:

•  AI & Automation Tools: ChatGPT, MonkeyLearn, DALL·E 3, Canva
•  Standard & Analytics Tools: Notion, Meta

Course-End Project: Build an AI-driven social media campaign

Core Concepts: E-commerce marketing, acquisition, retention, personalization, mobile marketing, ASO, attribution, email marketing fundamentals
Case Studies: Shopify, Amazon, Duolingo, Airbnb, HubSpot, HelloFresh
Tools Covered:

•  Standard Tools: Shopify
•  Automation Tools: Klaviyo, OneSignal, Mailchimp
•  AI & Analytics Tools: Rebuy, GA4

Project: Build an AI-powered e-commerce growth strategy

Core Concepts: Power BI, dashboards, attribution modeling, ROI and ROAS, LTV and CAC, MMM, forecasting, predictive analytics
Case Studies: Adobe, Volvo, incrementality testing, forecasting challenges
Tools Covered:

•  Standard Tools: Microsoft Excel
•  Analytics Tools: Power BI Desktop

Project: Analyze and forecast campaign performance
 

This workshop introduces digital marketers to how AI can be integrated into modern marketing workflows to improve efficiency, decision-making, and campaign performance. Participants will explore practical approaches to applying AI across strategy, execution, and optimization.

Learning Objectives:

• Understand the role of AI in marketing workflows
• Identify opportunities to improve efficiency using AI
• Apply structured approaches to campaign planning and execution
• Use data-driven insights to enhance performance
• Build scalable marketing processes using AI
   

Learning Objectives:

• Attend an academic masterclass by Virginia Tech instructors to gain insights on the latest digital marketing tools, skills & technologies

• Learn how modern marketing strategies are built and scaled, and understand how organizations leverage data, AI, and digital channels to drive growth and performance

The program concludes with a comprehensive capstone project, allowing learners to apply their digital marketing expertise to a real-world business challenge. Participants can choose from projects such as designing a full-funnel digital campaign for PureGlow Naturals, building a growth strategy for PayZen Wallet, or creating a sustainability-driven marketing plan for EcoVoyage