Lead Instructor: Ashley Hart ’91

Course Overview: 

Learn the fundamentals of digital marketing, which includes developing skills in the understanding of a company brand, Google search engine marketing, copywriting, marketing campaigns, social media marketing, and building metrics to track marketing success.  The course will provide the basic understanding of how digital marketing impacts and drives all aspects of a company’s business processes. At the end of the course, students will have learned how to create a digital marketing strategy, market a company brand, and launch digital marketing campaigns to build company brand awareness to purchasers of that brand’s services and/or products. 

Learning Objectives:

• Work in a professional team environment to develop a marketing campaign
• Build and present messaging of a new company brand, created by the students in the course
• Create Buyer Personas to establish who the customers are that the company wants to target to market their goods
• Build customer research surveys to understand Buyer Personas to target digital marketing and advertising campaigns
• Create a digital marketing strategy that offers multiple ways to drive prospects/leads to a company brand’s website
• Write business digital advertisements for Search Engine Marketing (SEM) sites, such as on Google and/or Microsoft Bing
• Utilize Social Media digital platforms, such as Facebook, Twitter, LinkedIn, Instagram, and TikTok to market a company’s website
• Learn and build Key Performance Indicators (KPIs)  for digital marketing tracking
• Learn to use cloud-based reporting tools to track digital marketing success

Instructor Bio:

M.E. Ashley Hart is Corporate Vice President, Digital Experiences for Microsoft. Ashley is the global marketing leader for digital marketing and customer experiences of their commercial products, which includes Microsoft Azure, Office 365, Dynamics 365, Microsoft Teams, and Surface. 

Ms. Hart has over 25 years of global marketing and demand generation experience, specializing in digital marketing.  She is the former Senior Vice President of Oracle’s Cloud Platform and Database products, and previous to the position was the Chief Marketing Officer for Infor, a global ERP CloudSuite industry solutions company based in New York City. Prior to Infor, Ashley founded and led the New York City-based Digital Marketing consultancy firm Ashley Hart Marketing. For over 10 years, she created successful digital marketing strategies that improved leads-to-sales conversions and increased company revenues for her clients, which includes; Fanatics, Academic Partnerships, Pluralsight, Fourth Software, Prevalent, Achieve 3000, Tongal, Virgin Pulse, King.com, and Mimecast. Ms. Hart has extensive executive and marketing leadership experience at Startups, fast-growth and enterprise-level technology companies, and for several years, advised over thirty B2B and B2C portfolio companies as the Marketing Principal Consultant for Insight Venture Partners, one of the top global private equity and venture capital firms in North America.

In addition to Ashley Hart’s professional positions, she has served as an advisor for various non-profit organizations, which include Polar Bears International, International Women’s Health Coalition, and JALAWELO.  

Ms. Hart earned her Bachelor of Arts degree in Political Science at Bates College and studied additional courses at Columbia University.  She presently lives in Manhattan and Miami.