Objective 1 - Describe the positions and roles common in digital marketing organizations including marketing directors, digital marketing managers, account managers, marketing analysts, and managers over advertising, social media, marketing automation, ecommerce, and related digital marketing positions.

Objective 2 -  Describe the legal and ethical standards promoted by marketing trade organizations and governments related to digital marketing and customer protection

Objective 3 - Describe the organizations common to digital marketing including digital marketing agencies, retailers, content creators, web design agencies, and other digital marketing service providers.

Objective 4 - Describe the typical online business models of digital marketing including ecommerce, lead generation, media and advertising including social media, and SaaS and software tool providers.

Objective 1 -  Describe, design, and implement the core marketing framework consisting of a 5 C’s analysis; segmenting, targeting, and positioning; the 4P's; and customer relationship management and integrate this with their digital marketing efforts.

Objective 2 - Create and implement an effective marketing plan with strong digital marketing integration

Objective 3 - Define and use key metrics in managing the digital marketing effort

Objective 4 - Define and use key metrics in managing the marketing effort.

Objective 5 - Define and be able to implement a general marketing management process including the creation of goals, supporting strategies, supporting tactics, implementation plans, and appropriate controls

Objective 1 - Design and implement an effective, coordinated digital marketing intelligence effort including social media intelligence and online qualitative and quantitative market research through digital ethnography, A/B testing and experimentation, and online survey design and execution.

Objective 2 - Create accurate and effect segment personas and map their digital customer journeys.

Objective 3 - Use web analytics and dashboard reporting to analyze and diagnose market conditions and customer behavior and make recommendations for improvement based on these insights.

Objective 1 - Describe, compare, and evaluate different digital marketing disciplines including advertising in search, display, and social; search optimization, social media marketing, content marketing, web analytics, and email marketing and automation.

Objective 2 - Evaluate, design, and manage ecommerce and lead generation efforts including website and landing page creation, search optimization, conversion rate optimization, lead nurturing and scoring, and affiliate marketing.

Objective 3 - Design and evaluate effective, coordinated digital marketing campaigns to generate customer demand across owned, paid, and earned channels including digital advertising, social media marketing, content marketing, email and text marketing and automation, and search optimization.

Objective 4 - Manage content creation efforts through agencies and partners in creating social posts, blog posts, infographics, images and videos, whitepapers, ebooks, and other types of digital content.

Objective 5 - Manage a digital marketing project or campaign for a manager or client using appropriate principles and practices associated with client management and team dynamics.