Master the essentials of digital marketing while learning how to integrate powerful AI tools, all through hands-on case studies, real data, and clear, structured lessons.

This course combines the rigor of a university curriculum with the efficiency of a business bootcamp. Designed and taught by Professor Daniel Egger of Duke University, the course walks you through the entire digital marketing lifecycle, from initial market research to campaign planning, performance analysis, and budget optimization. And it’s all based on real-world data.

You’ll work through two detailed case studies, one in the recreational vehicle (RV) market and one for a  small business ( a theater) using tools like ChatGPT, Midjourney, and Excel to:

• Build AI-generated marketing research reports

• Create ad mockups and campaign materials

• Apply demographic segmentation and targeting

• Track key funnel metrics (bounce rate, conversion rate, CAC, LTV, etc.)

• Design and allocate digital ad budgets using real performance data

This is not a course about theory. You’ll use real sales and campaign data to uncover patterns, improve retention, reduce churn, and increase revenue. You’ll build marketing personas, craft targeted content, and learn how to make decisions that aren’t guesses, they’re projections grounded in data.

Whether you’re analyzing which Instagram campaign delivered the highest ROI or crafting an email series that converts, you’ll be applying the same techniques used by professional marketers, but now powered by AI.