This course provides learners with a strong foundation in marketing automation concepts, tools, and techniques. Learners explore the buying cycle and purchase funnel, customer data and measurement strategies, CRM and email marketing, lead scoring, loyalty programs, and multi‑touch campaigns, applying these skills to inform data‑driven marketing decisions.
Module 1-Define marketing automation and explain its value.
Module 2-Define key terms used in marketing automation.
Module 3-Explain the key components of marketing automation.
Module 4-Define the buying cycle and the online marketing funnel.
Module 5-Explain the aspects of prospect intent in a buying cycle (AIDA).
Module 6-Identify the key considerations in developing a content strategy.
Module 7-Name the major marketing channels.
Module 8-Define and explain what customer value is.
Module 9-Define and discuss the advantages of a single customer view.
Module 10-Describe the functions of a CRM system and an email marketing system.
Module 11-Discuss the types of data that are useful in lead capture.
Module 12-Explain the use of dynamic content.
Module 13-Explain the use of explicit and implicit data in lead nurturing.
Module 14-Articulate the value of lead scoring.
Module 15-Define strategies for building customer loyalty.
Module 16-Describe different methods of marketing automation measurement and control.
After completing this course, the learner will be able to:
Explain core concepts, terminology, and techniques used in marketing automation
Describe the buying cycle and purchase funnel and their role in automated marketing
Measure and evaluate content strategies and customer value metrics
Explain the importance of a single customer view in lead cultivation
Apply customer relationship management (CRM) concepts to marketing automation
Design and evaluate multi‑touch email marketing campaigns and lead scoring models
Analyze loyalty programs and assess their effectiveness
Integrate marketing automation insights with broader business decision‑making
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.