The document provides information about a digital marketing nanodegree program. The objective is to attract potential students to the program by getting them to provide their email addresses. This will be done through a landing page where people can download a free ebook on social media advertising by entering their email. The goal is to collect 1000 unique emails by the end of December. The key performance indicator that will be used to measure marketing success is the number of unique emails collected.

2. Marketing Challenge Option
1
Digital Marketing Nanodegree
Program

3. Digital Marketing
Nanodegree Program
You are tasked with attracting future fellow students for this Digital
Marketing Nanodegree Program. More specifically, your objective is to
collect email addresses of potential students, who could be interested
in taking this course. In order to do this, we have created a landing
page, where prospective students can download a free eBook if they
provide us with their email address. The eBook – a Social Media
Advertising Guide – is a short excerpt from the Digital Marketing
Nanodegree Program, content that you will see in the Social
Advertising course.
For the purpose of the projects, assume costs of $0 for the eBook and
a conversion value (revenue) of $15 per collected email address.

4. Step 1:
Getting Started

5. DMND Program, Enterprise,
or Your Own Company
● Which option did you choose?
● Udacity
● If Udacity, which product did you choose?
● DMND Program

6. Marketing Objective: DMND
Program
Provide the marketing objective for the product you
chose?
Increase the number of potential student leads by
obtaining 1000 unique emails by end of December
2020
Specific? Yes
Measurable? Yes
Achievable?Lets hope so.There is no benchmark data,so
hard to say
Relevant:Yes
Time Phased:By December 2020.So yes.

7. KPI: DMND
What is your primary KPI to measure marketing
success?
Number of unique collected emails.

8. Step 2:
Value Proposition

9. Value Proposition
FOR
Motivated people interested in learning Digital Marketing
WHO
For those who need flexibility and feedback from an
interactive, self paced learning course
OUR
Udacity Digital Marketing Nanodegree online curriculum
THAT
Gives people a solid foundation in Digital marketing
UNLIKE
Other online course provided by Coursera
OUR OFFER
provides one to one mentorship,challenging projects to
measure and apply knowledge,and feedback on how to
further improve the skills gained

10. Step 3:
Customer Persona

11. Interview
What questions did you ask your interviewees? If there
isn’t enough space you can link to the questions and
answers and simply put a few highlights here.
Link to survey questions:
https://docs.google.com/forms/d/1B98gB7_qL7VW2
kTYX1AyrZ03q90X_JfmYeuMGBbMXs8/edit
Link to survey anwers:
https://docs.google.com/forms/d/1B98gB7_qL7VW2
kTYX1AyrZ03q90X_JfmYeuMGBbMXs8/edit#respo
nses

12. Empathy Map
Insert a picture or design the slide to show your empathy map. Keep in mind to provide your
interviewees’ answers as much as possible, listed with the actual words and phrases your customers
say, the applications they use, and the websites they visit.
.Thinking of Changing career into a different industry with a
different role
.Wishing for more time and money to achieve goals
.Wants to expand knowledge in areas relevant to
careers,especially those involving analytics
. “Starting my own business”
.”I would like to have a profound foundation of digital
marketing”
.
..Online websites to learn new things(free,or inexpensive)
.”Traditional Marketing”being used at company “Old school
marketing”
.Bureaucracy and outdated management is a challenge in my
current job
.”Lack of support for growth and education”
.Learning new things by teaching myself
.Enjoying creative hobbies such as photography,reading,travelling
and gardening
.”Utilizing free/inexpensive” online resources to learn new things
.Working in tech as a consultant or a marketer
.Alone (waiting for support to learn)
.Busy(with workload)
.Behind (in terms of knowledge)
.Frustrated (being stuck in same job)
.Wanting Change

13. Target Persona
Background and
Demographics
Subham Bhattacharya Needs
Hobbies Goals Barriers
-Male: Early 30s
-Single
-Working as a Consultant in tech
sector
-Undergrad in Physics
-HH income of Rs150K
-Lives in Kolkata
-Experts in the field to help learn
of new technology
-Help outside of work
-An online community to support
education needs
-Cheap and time friendly
resources
- Photography
-Gardening
-Reading
-Travel
-Surfing The web
-Change career into a different
role in a different industry within
1yr
-Expand knowledge of digital
marketing foundations,and other
new areas relevant to future
career
-Start a new business
-Lack of relevant educational
resources at work
-Companies don’t value digital
marketing as much as traditional
marketing
-Limited time and budget for education