New to digital marketing? This ej4 program gives you a clear overview of the main types so the whole field feels a lot less overwhelming.

What this course covers:

• How search engine optimization works
• What pay-per-click advertising is
• Why sharing content for free can pay off
• The main channels that make up digital marketing

A helpful starting point before diving into each tool in the programs that follow.

Content is fire and social media is gasoline; used well, it can make your product explode in a good way.

What this course covers:

• Why social media amplifies your marketing content
• Best practices for building a social media presence
• How to ignite and fuel your brand's presence
• A practical approach to social media done well

Ideal for marketers who want to get real results from their social channels.

When someone searches your most important keywords, does your company show up, or is it buried pages back?

What this course covers:

• What search engine optimization is and why ranking matters
• The role keywords play in helping customers find you
• Key aspects of SEO that influence your position
• How to work toward the first page of search results

For business owners and marketers who want to understand SEO and improve where they rank.

Content builds relationships, relationships are built on trust, and trust drives revenue. When you share valuable information, prospects remember and begin to trust you.

What this course covers:

• Why content marketing is such a valuable tool
• The key aspects of an effective content approach
• How to get started with content marketing
• How to get specific to your target market

It suits marketers and business owners who want content that earns trust and attention.

Email marketing remains one of the highest-return channels in digital marketing, delivering strong returns for every dollar spent. This course shows you how to make the most of it.

What this course covers:

• Why email marketing delivers such a strong return on investment
• The core uses and advantages of email marketing
• How to reach your customers personally
• Using email to increase revenue

A concise introduction for anyone starting with email marketing.

This course explains pay-per-click marketing, how it works, and when it makes sense for your business to use it.

What this course covers:

• What pay-per-click marketing is
• How the pay-per-click process works
• When it is wise to invest in PPC
• How to decide if PPC fits your goals

A concise primer for marketers considering paid search advertising.

There is no avoiding the digital movement. It is everywhere and with everyone, including your customers.

Whether or not your business is online, this course helps you get familiar with five essential digital marketing terms every business owner and employee should know to keep up in a digital world.

Building a great website is only half the job. If you build it, visitors will not simply come, you also need to direct traffic to it.

What this course covers:

• Why a strong website alone is not enough
• Best practices for driving traffic to your site
• How to direct visitors to your content and products
• Getting your virtual doorbell ringing

It is aimed at marketers and owners who want more of the right people landing on their website.

To non-marketers, marketing can seem complicated, yet it is an essential function that can make your work easier and your company more profitable.

What this course covers:

• A clear definition of marketing for the non-marketer
• Common marketing orientations
• Key marketing terms you will want to know
• A general overview of how marketing supports a successful business

For anyone outside the marketing department who wants to understand how marketing works.

Marketing and promotion are key to building a strong client base. This course walks through the main types of marketing so you can pick the methods that fit your business.

What this course covers:

• Traditional marketing: print, radio, and television
• Digital marketing methods that use the internet
• Integrated marketing built around focused brand imaging
• How to determine which method works best for your company

For business owners deciding how to market and grow.

This course clears up the difference between a brand and a product, two words you will hear constantly in marketing.

What this course covers:

• What sets a brand apart from a product
• Why a weak brand undermines even a superb product
• The fundamental differences between the two
• How brand and product work in balance with one another

Ideal for anyone building marketing fundamentals from the ground up.

Any employee who comes into contact with a customer is doing marketing, whether they realize it or not.

What this course covers:

• Why every employee is a brand ambassador for the organization
• The key things everyone needs to know about marketing
• Representing your company accurately and positively
• Making a good impression on customers and clients

For any employee, in any role, who interacts with customers and helps shape how the brand is seen.

Marketing to millennials means drilling deep into the generation and the characteristics that define it.

What this course covers:

• Who millennials are as a generation
• The characteristics that shape how they respond to marketing
• Using those insights to build a targeted campaign

It is designed for marketers who want to reach millennials with an effective, focused campaign.

A strong public reputation matters more than ever, and public relations is how organizations build it. This course covers the fundamentals of PR.

What this course covers:

• How the PRSA defines public relations
• Earning free editorial coverage through press releases and company mentions
• Common PR terminology to become familiar with
• How to approach getting featured and dealing with bad press

For anyone new to PR who wants to build and protect an organization's reputation.

A press release is one of the quickest and most cost-effective ways to earn free publicity. This course covers both writing one well and getting it seen.

What this course covers:

• What it takes to write a strong press release
• The steps to writing one that gets published
• How to distribute your press release effectively
• Getting your story in front of the right people

For anyone who wants to earn coverage for their company and products.

This program goes beyond press releases to show you how to build real working relationships with the media.

What this course covers:

• How to contact reporters beyond just sending an email
• Introducing yourself to members of the media
• Meeting reporters in person
• Handling the good, the bad, and the ugly of media relations

For public relations professionals who work directly with journalists.

How you handle negative stories and bad press can make or break a company.

What this course covers:

• Getting in front of the story before it spreads
• Controlling the spin around a negative event
• Shortening the news cycle to limit the damage
• Knowing when it is best to take no action at all

For public relations professionals and communicators who need to manage a PR nightmare with confidence.

Public relations is constantly changing, and it is never too early to prepare your team for what is next.

What this course covers:

• Going beyond executives for personal branding and thought leadership
• Owning your digital landscape
• Bringing in specialty firms for support
• The "new" press release
• The growing importance of using video

It suits PR and communications professionals planning their next strategy.

Author Lee Bolman said a vision without a strategy remains an illusion. Having a strategy matters, but what exactly is a marketing strategy?

What this course covers:

• What a marketing strategy actually is
• The core components of a marketing strategy
• The benefits of building a strategy as your first marketing step

For anyone starting out who wants a solid foundation for effective marketing.

A good marketing strategy does not have to be complicated. This course keeps it super simple, guiding you through a clear, practical process.

What this course covers:

• Five simple steps to get your strategy started
• The unique selling proposition and why it matters
• The seven sentences that complete your strategy
• Keeping your marketing focused and effective

For business owners who want a straightforward path to a marketing strategy.

This course lays out five simple steps to a solid business-to-business marketing strategy that can grow your revenue.

What this course covers:

• The five steps of an effective B2B marketing strategy
• Building a marketing funnel that draws customers in
• Guiding prospects through to the purchase
• Increasing your B2B revenue

For marketers and business owners focused on B2B growth.

Defining your market with specific parameters is crucial for your marketing budget and your bottom line.

What this course covers:

• Why a vague target market wastes your marketing spend
• Focusing first on your current customer base
• Narrowing your audience with demographics
• Zeroing in further with psychographics

For marketers and business owners who want to reach the right customers and protect their profits.

As Peter Drucker put it, "What gets measured, gets managed." You cannot manage your marketing well without knowing where you stand.

What this course covers:

• Why measurement is central to managing marketing
• Qualitative and quantitative marketing data
• The metrics that show who is consuming your content and how
• What the data means for your next move

It is a fit for marketers who want to base decisions on real evidence.

Creating a brand builds long-term, sustainable growth. Brand management is an ongoing process that should stay at the core of your business, whatever its size.

What this course covers:

• What brand management is and why it matters
• How to define what your brand is
• The impact your brand has on current customers
• Setting and maintaining brand standards

For business owners and teams who want a powerful brand that supports growth through any conditions.

You have built a brand you are passionate about, with standards and messaging in place. This course shows you how to promote it so it stands out from the competition.

What this course covers:

• How to get your business noticed and seen
• Becoming the authority for your brand
• Networking and using social media to promote your brand
• Interacting with customers to build your reputation

For brand owners ready to distinguish their brand from competitors.

This program walks through what it really takes to rebrand a company the right way, beyond just picking new colors and logos.

What this course covers:

• What rebranding means and when it makes sense
• The process behind a successful rebrand
• Choosing colors, logos, and fonts as part of the bigger picture
• The impact a rebrand will have on your company

For marketers and managers considering or leading a rebrand.

If you are unsure where to start with your brand, begin by creating a brand statement.

What this course covers:

• What a brand statement is and what it defines
• How to combine mission, values, promise and character
• How to test your brand statement
• Gaining feedback and applying it

Ideal for owners and marketers shaping how their brand is understood.