24.February.2020

Is the Telerik Academy Upskill Digital Marketing Program Right for Me?

The digital marketing profession is in high demand and there’s an abundance of riches of online and offline courses for people who want to improve their skills or even switch careers. How do you chose which is the right for you?

In this post I’ll explain what is the Telerik Academy Upskill Digital Marketing Program designed to teach you and how.

The program goal is to provide you with the knowledge, tools and frameworks you need to take a holistic approach when solving marketing problems.

What does a holistic approach to digital marketing mean?

Let’s take a look at the following case. A clothing brand is relying extensively on social media ads for their sales since they closed their physical store in Sofia. The ads bring lots of traffic to the website, but they are barely converting into sales. How do we increase the conversion rate of the ads?

The ads KPIs look great – inexpensive CPC, high CTR and lots of traffic to the website. What happens when the users land on the website.  More than 96% drop after viewing several pages, another 3% drop through the checkout process and less than 1% of the traffic converts to sales. After a more careful analysis it turns out that there are several critical issues and none of them is the ads.

Brand – the clothes style is too eclectic and the brand has no identity. Users clicking on a surfer girl type of dress see office clothes next to it.
User experience – the website navigation is not intuitive, the shopping cart has glitches. The bad user experience is driving people away.
No new users – looking at customers data we see that most of the online purchases are coming from existing customers.

The client came to us to optimise their advertising but the issues were elsewhere. I see this in my practice all the time. No matter what the company has identified as a marketing problem, it is usually just a symptom for a different problem. To be able to spot it, the digital marketer needs to have knowledge on all marketing disciplines and how they work with each other. That’s what we call a holistic approach. With this approach we can identify the root cause of the problem and offer a long-lasting, sustainable solution rather than fix a symptom in the short term. This is what we are teaching in the Digital Marketing program at Telerik Academy.

How do we achieve that?

We build on the students’ knowledge in areas such as:

  • Product positioning & buying persona
  • Customer journey
  • Marketing funnel & growth marketing
  • SEO
  • Data & analytics
  • Content marketing
  • Digital advertising in social media and Google Ads
  • Email marketing
  • Lead generation with forms and chatbots
  • Data visualization and storytelling

 

 

 

 

 

 

 

 

We bring in 12 lecturers with background and solid experience gained in companies such as Google, Telerik, Progress, SiteGround, and running their own marketing agencies. The speakers share their strategies and frameworks, and the tools and tricks they’ve discovered through their practice.

Students start to apply immediately the material covered in class. They are split in teams and assigned on real world cases provided by companies such as SiteGround, Raiffeisen Bank and AwardSpace. It’s an intensive project which they develop throughout the course. At the end of the program the teams present their analysis of the case – they identify gaps and opportunities, and offer solutions for improvements. Just like a consulting agency would do it.

Let’s take a sneak peek at a few slides from the students’ presentations.

This Table of Content gives an idea about the scope of the project.

This is the marketing funnel excerpt from another presentation.  The funnel here is mapped to the users’ needs, the communication channels used at each state and the relevant metrics for each stage.

 

 

These are some great ideas on how to create a blog content calendar from another team.

 

 

What our students are saying about the program?

“The program gave me a better understanding of how to structure an efficient marketing team within my organization. It also provides a solid overview of the different marketing verticals and how they work together, helping you develop a sound digital marketing strategy.”

Maria Mihailova
Director Marketing & Stretegy at Economedia

“In the constantly evolving marketing field, it’s ever more difficult for marketers to stay ahead of the curve on all professional aspects and be competitive. Through Telerik Academy’s intensive and extensive course in Digital Marketing, you can both ramp up your skills, get insights into the latest trends, and develop a holistic view of the marketing world.”

Dobrin Grancharov
Product Marketing Manager at Smule

“The passion of the lecturers is contagious, their experience – inspiring, the oratorical skills – invigorating. It is this unique blend of a holistic big picture of the digital marketing discipline, coupled with deep-dive sessions on specific tools, topped by the sheer excitement lecturers bring with their countless examples, and readiness to go an extra mile to show, explain, and encourage you.”

Petra Lazova
Product Marketing Content Development Specialist at Progress

Still not sure if this is your class? Take our short quiz to assess your digital marketing skills.

Learn more and apply to the program here.

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