Inbound & Content Marketing (ICM) aims to provide students with a deep understanding of a strategic digital marketing approach centered on the attraction and engagement of prospective customers by crafting valuable and pertinent content. The primary objective of inbound marketing is to furnish valuable information and solutions that closely match the preferences and requirements of the target audience. Unlike conventional advertising methods that involve interrupting potential customers (e.g., cold calls, email spam, or intrusive ads), inbound marketing endeavors to naturally draw in customers by establishing trust and delivering content that is directly relevant to their needs.

Students will learn how to attract, engage, and delight customers through the creation and distribution of valuable content. The course will cover various topics, including persona development, content creation, SEO, social media marketing, email marketing, and analytics, equipping students with the skills necessary to develop successful marketing campaigns. Throughout this course, students will engage in practical exercises, case studies, and hands-on projects to apply the concepts learned. By the end of the course, participants will have the skills and knowledge to develop effective inbound and content marketing strategies, creating meaningful connections with their target audience and driving business growth in the digital era.