[SPR26] Digital Marketing Strategy

Mar 16, 2026 - May 4, 2026

Spots remaining: 10

$750 Enroll

Digital Marketing Strategy

Fully Online |takes Place March 16th through May 4th

7:00pm-8:30pm EST

Presenter:

Erin Meredith Fortney is the Director of Talent Acquisition Programs at FanDuel where she leads the Talent Marketing, Employer Branding, and Early Careers teams. Throughout her tenure as a marketing and branding expert, she’s led digital and social media marketing teams at Kirkland’s, Cummins, Asurion, and most recently HelloFresh. She earned her Bachelor’s degree from Auburn University (War Eagle!) and her MBA from Bethel University. Meredith is also an Adjunct Professor of Marketing for Boston College, Brandeis University, and Southern New Hampshire University.

Description:

The Digital Marketing learning group is intended to introduce participants to the field of digital marketing and the many different facets that work together in shaping an online digital branding presence to meet strategic business goals. A digital marketing strategic plan is one that helps achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media. Areas of focus include the origins of the digital marketing channel, how it has transformed the way customers interact with brands and products, as well as how marketers leverage different digital channels to optimize sales, awareness, and engagement goals. Participants will gain a deeper understanding of how marketing teams function based on different organizational structures and will develop their own strategic plan based on a newly imagined product or brand, over the course of 8 weeks (4 virtual sessions).

Learning Objectives:

Session 1 - 90min: Digital Marketing overview, SWOT matrix, Target Audience, & Customer Personas

Session 2 - 90 min: Digital Channels, Content Creation by Channel, POE Mix, Personalization

Session 3 - 90min: Ethical Marketing, Influencer/Affiliate Marketing, Marketing Team Structures

Session 4 - 90min: Session 1-3 review, Participant Presentations

In between each session, participants will be working on their Session 4 presentations - these will consist of a PPT presentation reviewing each topic covered as it relates to a new brand or product they will design/imagine. In the final session, each participant will present their presentation as if they were pitching their new product digital marketing launch strategy to the group.

Timeline and Requirements:

The course will take place from March 16th through May 4th. This workshop is fully online and runs from 7:00pm to 8:30pm EST.

Fees and Policies:

Payment is due by credit card at registration. Refunds will be granted only up until registration closes at 5pm on March 16th. No refunds will be granted for errors on the participant's part (such as incorrect name/email upon registration, login failure, scheduling conflicts, etc.).

We strive to host inclusive, accessible events that enable all individuals to engage fully. If you need to request an accommodation or ask a question about accessibility, please contact wcas.cece@bc.edu.

Additional offerings from the Woods College Office of Continuing Education and Community Engagement can be found on our website.

Full course description