The Crash Course Performance Marketing offers a comprehensive introduction to the fundamental concepts and strategies of performance marketing. You learn how to effectively segment target audiences and develop targeted marketing strategies. The course includes a detailed examination of the building blocks of a performance marketing strategy, with a focus on goal setting. You learn how to set measurable and relevant goals for digital platforms and advertising channels and use the budget wisely.
A key component of the course is understanding the various digital platforms and channels. With a focus on areas such as SEA, Facebook, Instagram, and email marketing, the course provides insights into the tasks and design of these channels. In addition, the importance of optimal websites and landing pages as well as the principles of conversion optimization are covered.
Measurement and optimization are central topics of performance marketing. In the course, you receive basic knowledge about tracking concepts, the function of cookies and tracking pixels, as well as the use of web analytics tools such as Google Analytics 4. Data protection aspects, especially with regard to the DSGVO, are also discussed.
The training also covers technological and data-based aspects, such as the use of Mar-Tech and Ad-Tech stacks or the possibilities of marketing automation and artificial intelligence in performance marketing. Best practice examples are presented to illustrate application in real scenarios. You are encouraged to bring examples from your company to work out concrete improvements.
A special advantage of participation is that the skills learned can be applied directly to develop your own performance marketing strategy. The knowledge acquired helps to optimize marketing measures more towards measurable goals, control digital platforms and channels more effectively, and shape technological and legal framework conditions.
The course is aimed at specialists and managers from the fields of online marketing, social media, content marketing, and other related areas who want to deepen their knowledge. After completing the course, you receive recognized digital participation certificates in the form of Open Badges that document your acquired skills.