TECHNICAL MARKETING TRACK

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1 TECHNICAL MARKETING TRACK

2 Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they d like to go. Seth Godin Our technical marketing track will train you to become a comprehensive digital marketer: performance and content marketing, plus a focus on generating actionable insights from data analytics. Marketing is about anticipating a customer s needs and then creating the opportunity for a sale to occur. Today s digital marketers are tasked with designing campaigns that speak to multiple audience segments, inspiring them into action, and measuring the results to make data-fueled business decisions. Marketers in the innovation industry are scrappy, creative, and agile able to drive big growth on a small budget and with limited resources. Our technical marketing track will train you to be a self-sufficient marketer, whose aim is to help a company increase their customer base by a factor of 10. Lesson delivery focuses on relevant industry tools like Google Analytics, Adwords, and Mailchimp. You ll get hands-on experience with SQL queries and implement SEO best practices on your own landing page and customized blog. To deliver on these goals, you ll learn content and inbound strategies to organically improve your rankings. KEY SKILLS AND CAPABILITIES marketing and landing page optimization Best practices for inbound and outbound marketing plans Working with analytics platforms and SQL Placing, testing, and optimizing paid advertising Improving website visibility through content development and targeted keyword usage 2

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4 I literally use the skills I learned at Startup Institute every single day of my life. Before, I was digitally lagging; I didn t even know what HTML/ CSS was, nor SEO, or anything associated with technical marketing. But I dug in, drank from the fire hose, and became a sponge. I now use the technical skills every day in my current position. Additionally, Startup Institute gave me a network of fellow marketers who I can turn to when I need help or answers on the job. It s all been extremely valuable. Caroline Lucas, Marketing Manager at Signal 4

5 8-WEEK INTENSIVE PROGRAM Week Technical Marketing Curriculum Curriculum overview Marketing plan Introduction to wordpress HTML/CSS Design for conversion Search engine optimization Analytic platforms Inbound sales & marketing Paid placements Content & marketing Social media Inbound challenge Advanced analytics Structured query language Track project presentations The integrated team: crosstrack knowledge share Core Curriculum Introductions and program overview Immersing yourself in the tech community Startup growth & fundraising Alumni Q&A panel Innovation culture Event networking Get to know your hiring partners Ideal job description & positioning statement Résumé/ LinkedIn workshopping Communication styles Your personal narrative Pipeline to follow-up Introverts and extroverts Interview styles Mock interviews Situational leadership Network assessment & action plan Negotiating salary & equity How to give & receive feedback Public speaking workshop Pitch practice Pitch practice The alumni experience Onboarding to digital alumni career tool Your résumé is a story Introduction to EQ Networking & Immersion Activities Alumni happy hour IdeaHack kick-off Hiring Partner Fair Hiring Partner Fair Open Doors Party presentations Talent Exposition Technical skills Industry immersion Career development Culture skills ship Networking Group project NOTE: Coursework and timing may differ by location. Other topics could be covered based on student needs and emerging business trends. 5

6 COURSEWORK Pre-work: Content & Coding The introduction to technical marketing begins before the program starts. Your first assignment will be to set up a Wordpress website, publish two blog posts, and complete an introductory HTML/CSS online course. Marketing Plan We kick off the immersive with a tour of the marketing plan, and break down the components of developing a strategy from the ground up. We ll discuss PR and branding, social media, content and SEO, and paid search to discover how these pieces come together to create an effective marketing mix. You ll learn the key differences between B2C and B2B marketing and gain real-life experience developing marketing plans for local companies. Introduction to Wordpress This is your chance to debrief on the work you completed pre-program. You ll troubleshoot challenges you faced and explore Wordpress functionality alongside a skilled content marketer. This session will develop your understanding of content optimization best practices and how to utilize native tools. Blogging Diving deeper into Wordpress, you ll discover the technical aspects of content development, learning how to create visually appealing content and optimized blog posts using HTML/CSS. Design for Conversion The best marketers keep their finger on the pulse of the human psyche to drive engagement. Learn to leverage data intelligence to design conversion-optimized webpages for a specific marketing campaign. A/B test your pages to strengthen performance and analyze existing landing pages for improved performance. Search Engine Optimization Learn tips, tricks, and best practices for boosting your company s rankings for organic search, while gaining a high-level understanding of how SEO fits into an inbound marketing strategy. We ll discuss the nonstop evolution of the SEO landscape and proven tactics. Analytics Platform Learn how to monitor and analyze web traffic to understand customer behavior. 6

7 This session will teach you to measure the performance of your digital marketing efforts using Google Analytics. Inbound Sales & Marketing Learn the different elements that make up an inbound marketing campaign and why inbound marketing is so effective for high-growth companies. Understand the role that content and social media play in inbound marketing and sales. Then, apply these skills to create and present a landing page. Advanced Analytics Dig deeper into Google Analytics by engaging with advanced features, including creating custom dashboards, mobile tracking, multi-channel funnels, and filters. Paid Placements Explore the different types of online ad platforms and how to assess which platform is right for a particular situation. Compare benefits and features alongside overall marketing strategy, understand best practices for each, and know how to measure results. Structured Query Language Marketers need to be able to segment their databases to draw meaningful conclusions about customers. Practice running SQL queries to be more insightful and self-reliant without the need for a developer. Content & Strategy Learn to develop a content and marketing strategy from scratch and analyze and optimize the results. Gain experience in data capture, segmentation, and content planning. Social Media Assess the most popular social media platforms to determine which are appropriate for a particular brand or initiative. Learn how to drive site traffic and conversions via various channels and understand how to use social media analytics tools. The Integrated Team Marketing teams can t work in silos. To optimize performance and opportunities, employees need to be clear on how each member of the team fits into the big picture. In this session, you ll collaborate with students from other tracks to discover how your roles integrate. 7

8 Practical Learning Activities: Inbound Challenge User Persona Challenge Track Deliverables Wordpress blog Marketing plan project, including tools and processes for optimizing growth TECHNICAL MARKETING GRADUATES ARE EMPLOYED BY: 8

9 GET IN TOUCH Want to talk? We re here to answer your questions and help you determine if our program is right for you. Katie Bickford Director of Admissions Ben Yudysky Admissions Team Lead Alessia Mondlane Admissions and Tuition Advisor Connect With Us

10 Building an inspired workforce, knowing the world is a better place when people do what they love. Global HQ 50 Milk Street Boston, MA USA startupinstitute.com

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