Get ready to demonstrate your digital marketing and growth hacking skills in this hands-on, real-world style capstone project. In this capstone, you’ll apply your skills to design and execute a complete digital marketing campaign for a hypothetical brand—combining strategy, creativity, and analytics.


Capstone Project: Digital Marketing and Growth Hacking
包含在 中
您将学到什么
Demonstrate your digital marketing and AI skills in this portfolio-worthy capstone project that will stand out to employers
Design and execute a digital marketing strategy using core concepts from SEO, content marketing, paid advertising, social media, and email marketing
Develop campaign assets, including briefs, content plans, ad strategies, email sequences, and AI-enhanced materials tailored to a target audience
Apply practical skills in audience targeting, budgeting, channel selection, and performance forecasting to simulate real-world marketing challenges
您将获得的技能
- Presentations
- Content Strategy
- Social Media Strategy
- Content Marketing
- Marketing Analytics
- Paid media
- Smart Goals
- Web Analytics
- E-Commerce
- Business Analysis
- Advertising Campaigns
- Digital Marketing
- Target Audience
- Social Media Campaigns
- Market Analysis
- Social Media Marketing
- Search Engine Optimization
- Digital Advertising
要了解的详细信息

添加到您的领英档案
September 2025
19 项作业
了解顶级公司的员工如何掌握热门技能

积累 Marketing 领域的专业知识
- 向行业专家学习新概念
- 获得对主题或工具的基础理解
- 通过实践项目培养工作相关技能
- 通过 IBM 获得可共享的职业证书

该课程共有7个模块
Campaign strategy and audience targeting set the foundation for your digital marketing campaign. In this module, you will kickstart your capstone project by selecting a hypothetical product or service and clearly defining its business goals. You will then craft SMART marketing objectives aligned with those goals, identify the most effective digital channels to reach your audience, and build detailed customer personas using both demographic and psychographic insights. By the end of this module, you will have a strategic campaign brief that guides the development of all other components. This foundational work ensures your entire campaign is goal-driven, audience-centered, and aligned with real-world marketing practices.
涵盖的内容
3个视频1篇阅读材料3个作业6个插件
In this module, you will learn to design an SEO-driven content marketing plan that supports your overall campaign strategy. Building on foundational SEO principles, you will conduct targeted keyword research aligned with the hypothetical brand’s goals, develop optimized page titles and meta descriptions, and outline a blog post to drive organic traffic. Additionally, you will create a seven-day content calendar to plan and structure high-impact posts across relevant platforms. This module emphasizes strategic thinking, audience alignment, and measurable outcomes, preparing learners to implement SEO best practices that enhance visibility, engagement, and long-term content value. By the end of the module, you will have a complete, ready-to-deploy content plan.
涵盖的内容
2个视频3个作业5个插件
This module focuses on planning a paid ad campaign. You will plan and design a targeted paid advertising campaign aligned with your capstone project’s overall strategy. Using insights from the campaign brief, you will write compelling ad copy for platforms like Google and Meta, define audience segments, and outline creative concepts for visual assets. Additionally, you will estimate advertising budgets, select appropriate bidding strategies, and forecast key performance indicators (KPIs) to measure success. This module emphasizes real-world marketing decision-making, helping you bridge the gap between strategy and execution. By the end of it, you will be able to articulate and present a complete paid media plan confidently.
涵盖的内容
2个视频3个作业5个插件
In this module. you will learn to design a strategic, seven-day organic social media content plan tailored to their hypothetical brand. You will also learn about platform selection, content alignment with campaign goals, and practical application of growth hacking techniques to boost engagement. This module also explores best practices for visual storytelling, hashtag usage, and writing compelling post captions. Through hands-on labs, you will develop and refine social media posts using tools like Canva. The final deliverable is a complete social media calendar featuring platform-specific content designed to resonate with target audiences and drive brand awareness and engagement.
涵盖的内容
2个视频3个作业5个插件
This module focuses on developing an optimized product page and an email marketing sequence. You will apply key principles of conversion-focused design and personalized communication to drive customer engagement and sales. Additionally, this module guides you through the process of creating a visually appealing and search-optimized product page and designing an effective email marketing campaign tailored to segmented audiences. Through hands-on labs, you will build a mock product listing with compelling copy, visuals, and pricing, and develop a two-part email series that nurtures customer relationships. By the end of the module, you will be equipped to drive traffic and engagement through integrated e-commerce and email strategies.
涵盖的内容
2个视频3个作业5个插件
In this module, you will learn how to optimize data for higher growth and ROI. The module discusses the role that data plays in building transformative growth through better analysis and insights. In this module, you will analyze data pertaining to SEO, social media, and digital advertising. Through hands-on activities, you will practice analyzing data across various digital functions. This module empowers you to evaluate data and generate insights and optimization techniques that will drive growth.
涵盖的内容
3个视频4个作业7个插件
In this final module, you will work on combining and presenting your project work into a compelling presentation that demonstrates your analytical and presentation skills. You’ll learn to structure and design effective presentations, applying best practices for clarity, engagement, and professionalism. Along with the presentation, you’ll submit the deliverables created across previous modules for evaluation. The module also sums up the course learning and highlights key takeaways and next steps.
涵盖的内容
8个视频2篇阅读材料1次同伴评审1个应用程序项目2个插件
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常见问题
This course is designed for anyone looking to put their digital marketing knowledge into practice and build a job-ready portfolio. It is suitable for:
Marketing professionals looking to upskill, refresh their knowledge, or demonstrate proficiency with modern tools and AI integration
Aspiring digital marketers seeking hands-on experience to stand out in job applications
Entrepreneurs and small business owners who want to create and manage effective digital campaigns for their own brands
Career changers transitioning into the marketing field and needing practical experience
Freelancers and consultants aiming to showcase their expertise to clients or expand their service offerings
Completing this capstone project gives you a hands-on opportunity to apply what you've learned in the IBM Digital Marketing and Growth Hacking in a practical, real-world context. In this project, you’ll develop a full digital marketing campaign for a hypothetical brand, including assets like a campaign brief, SEO plan, ad copy, social media calendar, email sequence, product page, and performance analysis report.
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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