The Legacee Academy

Work Skills For Individuals & Organizations

Learn Digital Marketing



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Programs Open For Enrollment

    • 17-Oct-2022
    • 12-Dec-2022
    • A 8-week online training course focused on the key concepts and principles one must know in marketing.
    Register


    Overview

    In marketing, there are a few must know theories and must know principles that mean the difference between success and failure. This course covers these. They are that important. When used in the right combination, they drastically lower the cost of customer acquisition.

    This is not a course about media in decline: like television, radio, newspapers and magazines. This marketing class covers covers the fast growing digital mediums since it's where the jobs are, the money is, and it's what most businesses lack.

    This online course  also serves as the strong foundation necessary in digital marketing. It's future oriented since it focuses a great deal of attention on applying these enduring concepts in the digital marketing universe. We use one of the most popular learning management systems in the world — Canvas. To engage and apply, the course also includes Zoom labs.

    It presents the timeless principles that one needs to know to discover what doesn’t change in marketing. The core ideas that transcend marketing. There are eight of these.

    Concepts & Principles Covered in This 8-Week Online Marketing Course

      • ENVIRONMENTAL SCANNING and Trend spotting
      • Defining your target MARKET NICHE through SEGMENTATION
      • Standing Out from the crowd using POSITIONING and DIFFERENTIATION
      • BRANDING for Products and Services
      • The Essentials of Sound PRICING and SALES PROMOTIONS
      • Ethics and SOCIAL RESPONSIBILITY in Marketing
      • How Individuals and Organizations Make Buying Decisions
      • The MARKETING MIX: Channels and techniques for:
      • Digital Marketing,
      • Social media Marketing, and
      • Influencer Marketing

    And secondly, these ideas are meant to be applied. You can apply these to marketing a business or creating a personal brandOf course, it helps to understand marketing if you want to create a side hustle, get gig work, an internship or a full-time job. 

    It's Easy to Enroll

    Murray Johannsen's Instructor Bio


    Besides having a number of years teaching at universities, Mr. Johannsen runs his own training and development organization focused on skill set's employers are crying for in the areas of: skill mastery; digital, social media and influencer marketing; and leadership skills.  


    Murray Johannsen is unique in that he brings to the course two hard to find qualities: depth of expertise backed by real world marketing experience. First, he is a Founder who runs his own online training business and continuously devises marketing campaigns. He also recently started a club on Clubhouse called "The Skilled Influencer." It's about how one can build and monetize large networks on social media channels. Finally, you can also connect with him on Linkedin, by email at info@legacee.com or by Signing-up for a Zoom Meeting.


    • 24-Oct-2022
    • 18-Dec-2022
    • This is an eight-week on-line class with 3 college credits (MARKET 021-V03 (19161)


    Principles of Marketing — Highlights

    In marketing, there are a few must know theories and must know principles that mean the difference between success and failure. This course covers these. They are that important. When used in the right combination, they drastically lower the cost of customer acquisition.

    This is not a course about media in decline. It covers covers the fast growing digital mediums since it's where the jobs are, the money is, and it's what most businesses lack.

    In this course, you can map out how to market a business or create a personal brand.

    This online course also serves as the strong foundation needed to get work in digital marketing or to have a side hustle or gig work.

    Concepts & Principles Covered in This 8-Week Online Marketing Course

    It presents the timeless marketing principles — what doesn’t change. You can:

      • Define your target MARKET NICHE through SEGMENTATION
      • ENVIRONMENTAL SCANNING and Trend spotting
      • Stand Out from the crowd by using POSITIONING and DIFFERENTIATION
      • Get a handle on BRANDING for Products and Services
      • The Essentials of Sound PRICING and SALES PROMOTIONS
      • Get on the right side of Ethics and SOCIAL RESPONSIBILITY
      • Find out why they Buy — Making Buying Decisions
      • The MARKETING MIX. Channels for:
      • Digital Marketing,
      • Social media Marketing, and
      • Influencer Marketing

    It's Easy to Enroll

    Course Details

    MARKET 021-V03 (19161); From October 24, 2022 to December 19, 2022

    This course is offered through the Los Angeles Community College District. Fees are low — only $46 per unit for California residents and $328 for out of stateIt comes with 3 credit hours.


    Need to Register? Need help?

    Contact LAVC Online Student Support

    About Your Instructor: Murray Johannsen


    Murray Johannsen is a business owner and founder who both teaches and has his own online training business. He has years of experience teaching entrepreneurial marketing and through the lens of what works in the real world from the experience gained by running numerous marketing campaigns. It's what digital entrepreneurs need to know to craft a successful Internet business model. 



    • Talk to the Instructor — Get Your Question Answered

    Sign-Up for a Zoom Meeting or send an email to johannmd@lavc.edu

    • 14-Nov-2022
    • 26-Dec-2022
    • A 6-Module On-Line Full Class (Digital Marketing & Internship Tracks)
    Register


    Image by: Parceiromaste

    Today, you can't do digital marketing without the use of video. Not only does it enhance the brand and increase conversion, but video makes or breaks crowdfunding campaign. It's the text and the images that get people interested but it is the video that closes the sale. Studies have shown that a good video increases the likelihood of making a sale.

    It's much more powerful medium than just using text or images when building a personal brand. Honestly, hardly no one remembers the article you write but they will remember that video.

    It contains modules that focus on the topics below. This is an applied course — one learns skills through doing these three applications:

    1. Setting-up your YouTube channel
    2. Designing a process to regularly create videos — great videos
    3. Putting together and distributing a high quality video.

    Module 1. Getting in the Race: Choosing Your Channels and Your Tools

    Image: D-Kuru, Fractal forms on the cover side of a microwaved DVD

    Not too long ago, there was only one video channel that you had to worry about—YouTube. And YouTube continues to maintain its dominance. However, all the other major social channels are piling into the video bandwagon. Even Twitter is trying to add video. 

    From a branding standpoint, the plethora of competing channels creates opportunity to reach the same niche in another way. If they getting your message on YouTube, it might get through on an additional channel. So it could be a way or use content more than once or another way to waste your time.

    Module 2. Producing Your First and Your Second Video

    Image by: Officialkalla

    There has been a shift in marketing. In the old days, everything was text. Then images and text were combined. Now we are seeing futher movement way from text toward using video. And costs have come down. It's not the high cost of video we see in television or movies, but low cost messaging within the income of everyone with a decent smart-phone. That means the video is within the budge of all entrepreneurs who wish to use streaming video to enhance their brand, capture leads, improve the probability of conversion and close the sale.

    Module 3: The Business Case: How You Can Make Money


    Image by: Gaurav Shakya

    With many platforms allow you to build a following, your work, your effort is not reworded. Some platforms even want to own your intellectual property. In fact, you better test the terms of service prior to posting if you don't want to loss control of the fruits of your labor. 

    Also, your entertaining one of Facebook's members is worth $11.86 per user per quarter to Facebook corporate. But you will receive nothing for your time (Eavis, 2016). The same with Snapchat and with Instagram. Seems like a lot of work to satisfy vanity needs. But at least on YouTube, there is the possibility that you can receive income if your channel is successful. If you are really good, you can get into the six-figure range. This offers real possibilities. See also, Eavis, Peter (2016). How You're Making Facebook a Money MachineNew York Times, April 29.

    Module 4. Getting Subscribers and Viewers

    Image: Andrew King.

    According to Statistica, "more than 500 hours of video were uploaded to YouTube every minute. This equates to approximately 30,000 hours of newly uploaded content per hour." In today's world, you can have the best video, but no one will find you. But don't despair — there are people who want to see your content. But you have to help them out by optimizing video editing, metadata and the copy writing within the channel itself

    Module 5: The Marketing Side of Video — If You Can't Market it: It Won't Be Seen


    Image by: Halicki

    One can always hope with a video that you have the "field of dreams" phenomonen — that if you make it, they will come. Sure, there are some people that have a viral video; just like some people do get struck on a golf course by lightening. But I would not put big money on it. If you want more of a sure thing, you need to engage in a vigorous marketing program. But marketing video is not exactly like marketing another piece of content — you need to approach it differently. In fact, a major reason individuals do video is to market other content.

    Module 6. Course Wrap-up and Lessons Learned


    Mahatma Gandhi at railway station in the early 1940's

    One can always hope with a video that you have the field of dreams phenomonon—that if yo make it, they will come. Sure, people do get struck on a golf course by lightening—but I would put big money on it. If you wan more of a sure thing, you need to engage in a vigorous marketing program.  No campaign is complete without a thorough process of figuring out what went well, which we will continue; and the what didn't work, so we don't do it again. That's not what most people do though. They keep repeating the same mistakes again and again. 

Choose A  Format  Right  For  You



Our Four Phase Delivery Process

Needs Analysis


Steps

a. Choose a role or map your skills on the stage of business (Optional but highly recommended)

b. For Expertise, choose your ConcentrationFull Class, or self-paced module.

c. For Skills, decide on either Dual Track Coachingor Impact Coaching. Contact us to coordinate on module(s).

Enrolling


This part of the process is easy. It's like buying any product by credit card for the first time. 

Steps:

1. Choose a public program on this site OR contact us for customized training. 

2. Register and pay for the course of learning.

3. Fill Out Your Profile.

4. Stay on top of the orientation emails you will receive. 

Orientation


Taking on orientation program is optional, but highly recommended. We run three orientations:

1. Orient Yourself to Moodle. Never taken on online class? We got you covered.

2. Enhance Expertise. For the full classes, we focus on improving reading comprehension, focusing attention, and how to reduce the forgetting curve.

3. Upgrade Skills. Few know how to practice. Fewer still know the mental practices that accelerate skill development.

Learning


Engage in one or more of our four, six, twelve or sixteen- week courses. 

Proof of learning does not involve grades (unless needed for employer reimbursement). As evidence of successful completion you receive a certificate (for expertise) and badges (for coaching). 

Develop artifacts elated to the work you do in a course. This can be shared on sites like Linkedin as part of your profile.  

Finally, reflect on experience to develop lessons learned. 

Strive For Excellence


Mastery Level 1: Developing Expertise


Mastery Level 2: Developing Skills


Bring Learning Inside Your Organization


Questions? Contact  Us

24/7 voicemail at:

1-805- 409-0180

Contact us by email

Want a FREE Zoom CONSULTATION?

Make an appointment

Other Courses in the Series

Search Engine Optimization. You don't control what happens in social media but you do control your website. The 

Email. Email is not dead, and won't ever be dead. Next to the website it 

Copywriting. Let's face it, scholar English (the writing style for all those research papers) doesn't hack it in the real world. Write scholar and you write boring.

Video Essentials. You don't have to spend 15K on your video — but you best have one. For some, video is the major form of content consumed. Still rarely taught in b-schools. 

Curating. Get ready to feed the beast.  

The Linked Profile. The profile ranks up there as one of the most important pieces of writing you can do. 

Timeless Marketing Concepts. Somethings don't change, some things do. If you never had a marketing class, best understand the core ideas that have stood the test of time and will be with use in the future.

Social Media Ads. The structure of all digital marketing ads is pretty simple — unlike display ads. 

Job Search. Finding a better job is not just firing off resumes. You want to be found by a recruiter who needs your skill-sets not have your resume set in the applicant tracking system with hundreds of others. 

Publicity.  Many a business has been created by the smart use of traditional media channels. Long reach and free. Just be news worthy. 

Who Would Benefit

The Entrepreneur. It's about developing a strong personal brand and taking steps to monetize what you believe in.

The Entrepreneurially Minded.  It's about developing a strong personal brand and taking steps to monetize what you believe in. The key is monetization.

The Digital Marketing Specialists. Perfect for the working professional who wants to break into business or to upgrade a specific skill-set. 

Anyone Looking for a Job. Today, you can presell yourself by creating a personal brand. 

College Students. Need An Internship? These are oriented to working on real world campaigns, using our digital media channels, creating copy and video

  

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