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Mastering Digital Marketing: Selling to Today’s Online Consumer
Desirée Nayak
Desirée Nayak
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Mastering Digital Marketing: Selling to Today’s Online Consumer

Develop a deep understanding of E-Commerce and learn how to use digital marketing techniques and best practices to create a successful online marketing strategy.

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 ET /
8 weeks, 2-3 hours per week
No experience required
No experience required
Some experience required
Degree and experience required


The E-Commerce Boom which began 5-10 years ago was really accelerated by the COVID-19 Pandemic. With people unable to leave their homes, brands really needed to find a way to bolster their online presence - this has not only led to retailers of every size now having direct-to-consumer/online sales channels, but also created a real spike in new digitally-native brands popping up every single day. The current macroeconomic conditions and low barrier to entry in online commerce has sustained this growth despite our return to the physical world. This has created an immense demand for skilled digital marketers, especially at the entry-level, because this is also most of these brands’ target market.  

In this Build Project, you'll wear the hat of a Digital Marketer and develop the marketing roadmap for a digitally native brand. Under the supervision of an experienced industry expert, you'll become familiar with digital marketing fundamentals and key performance indicators, research design and methodology, content creation best-practices, and E-Commerce systems/platforms. All this will happen in an environment that simulates the operations of a real Digital Marketing  team and relevant business executives with support from your project leader every step of the way.

Session timeline

  • Applications open
    May 27, 2024
  • Application deadline
    June 23, 2024
  • Project start date
    Week of July 8, 2024
    Week of
    July 8, 2024
  • Project end date
    Week of

What you will learn

  • Gain a deeper understanding of digital marketing, its key metrics, and how it fits into the broader business structure and strategy.  
  • Learn how to develop an ICP (ideal customer profile) for any brand/product.
  • Utilize quantitative and qualitative research methodology to assess the effectiveness of marketing campaigns and strategy.
  • Become familiar with E-Commerce systems, platforms, and add-ons.
  • Get hands-on experience with market research tools for copy/asset creation, CRM (customer-relationship management), data analysis, and more.
Build Projects are 8-week experiences that operate on a rolling basis. Selected participants engage in weekly live workshops with a Build Fellow and 2-15 other students.

Project workshops

Market Research Fundamentals Part I - The Building Blocks of Marketing
Market Research Fundamentals Part II - Measuring Marketing
“Who is my customer?” - Defining your ICP
Exploring E-Commerce
Words to Live By – Copy & Branding
Creating Demand
Putting it to the TEST
Sell Your Stor(e)y


  • Strong communication and presentation skills
  • Analytical and critical thinking
  • Creativity and interest in creating content through written and visual mediums
  • Basic familiarity with the Microsoft Office/Google Suite tools such as Word, PowerPoint, Excel, etc.
  • Basic understanding of how a business operates (key business processes/concepts, organizational structure, cross-functional workstreams, etc.)

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About the expert
Desirée Nayak
's Linkedin

Hi there! I'm Desirée - originally from Mumbai and moved to the Bay Area in 2016. I've always been fascinated by the intersections between technology and got a Bachelor's in Cognitive Science from UC Berkeley. Post that I've been with Extend for over 3 years now, where I work with our partner brands to help define their digital roadmap and drive strategic KPIs of revenue growth, customer lifetime value and more, through targeted value-add services based on current market trends and consumer sentiment. In my free time you'll either find me scuba diving or knee-deep in board games, dark chocolate, and psychological thrillers.