Digital Marketing
本课程全面介绍数字时代的营销工具与策略。课程内容包括：搜索引擎营销（SEO/SEM）、社交媒体营销（微信、微博、抖音、小红书等）、内容营销与KOL营销、信息流广告与程序化购买、电子邮件营销、移动端营销、电商平台营销、数据分析与效果归因。学生将学习使用主流数字营销工具平台，理解数据驱动的营销决策方法。
This course provides a comprehensive introduction to digital marketing tools and strategies. Topics include search engine marketing (SEO/SEM), social media marketing, content marketing and influencer marketing, native advertising and programmatic buying, email marketing, mobile marketing, e-commerce platform marketing, data analytics and attribution. Students learn to use major digital marketing platforms and understand data-driven marketing decision methods.
学生为一个品牌策划为期3个月的社交媒体整合营销方案。内容包括：品牌社交媒体现状诊断、目标受众画像与平台选择、内容策略（内容主题、形式、发布节奏）、KOL合作方案（达人筛选标准与合作模式）、付费推广预算分配、用户互动与社群运营策略、以及KPI指标设定与效果监测方案。要求制作真实的样例内容（图文或短视频脚本）。
Students develop a 3-month integrated social media marketing plan for a brand. The plan includes social media audit, target audience persona and platform selection, content strategy (themes, formats, posting schedule), KOL collaboration plan (influencer selection criteria and partnership models), paid promotion budget allocation, user engagement and community operation strategy, KPI setting and performance monitoring. Sample content creation is required.