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MEC100
Course
What the curriculum covers
MEC100 On-Demand — Become a Marketer-Philosopher: Create and optimize high-converting webpages — is a structured digital marketing training program designed to help practitioners master the fundamentals of conversion-focused marketing and apply those principles to IFCU’s digital initiatives. The course draws on 30+ years of MECLABS research and testing and includes modular, self-paced sessions, exemplars and application guidance that can be reviewed on demand.
This is the recommended first step in the engagement — the best way to build a shared foundation and prepare for the live workshop.
Enrollment and access are open and free for the IFCU team. Go to courses.meclabs.com ↗ and click “Enroll” in the top-right corner, next to “Student Login” and “Sessions”. Register with your email and a password to access the course materials and track your progress in the student dashboard.
The curriculum is delivered through the MECLABS course platform, where the sessions are taught by Dr. Flint McGlaughlin and supported by video lessons, podcasts, worksheets and downloadable tools that are added on an ongoing basis.
Lesson sequence
The on-demand track moves from strategy, through page-level conversion mechanics, into the psychology and measurement behind sustained performance.
Marketing strategy fundamentals
How a customer-first strategy is built, and how the sequence of thought behind an offer determines whether it converts.
Conversion rate optimization for landing pages
The anatomy of a high-converting landing page: clarity of the primary objective, friction, anxiety and continuity from the click.
On-page and off-page SEO
Technical and content-side optimization, keyword research and link building to earn qualified organic traffic.
A/B and multivariate testing
Designing valid tests on live campaigns, isolating variables and reading results so decisions rest on evidence rather than opinion.
Capturing and holding attention
Applying common customer behaviors — eye path, forms, proof and offer placement — to hold attention at the decision moment.
The psychology of marketing
How prospects perceive, evaluate and decide, and how copy and design either support or interrupt that internal dialogue.
Brand awareness and corporate identity
Building a coherent identity across channels so recognition compounds instead of fragmenting campaign by campaign.
Analytics and keyword research
Practical use of analytics, tag management and keyword tooling to instrument campaigns and track what matters.
Email marketing and list growth
Growing newsletter enrollment and writing sequences that sustain engagement after the first conversion.
Turning marketing data into insight
Gathering comprehensive user insight from site and campaign data, and converting measurement into the next round of optimization.
The platform also carries companion assets, including the Landing Page Blueprint ↗ — a step-by-step guide for creating and optimizing high-converting pages — and the The Marketer as Philosopher ↗ course that pairs with the signed Journal Edition copies in this engagement.
Goals
Customer-first fundamentals
A working understanding of customer-first digital marketing: landing page optimization, customer profiling, value proposition construction and effective calls-to-action.
Practical translation
Turning general conversion principles into practical applications for IFCU’s specific offers, funnels, products and services.
Shared mental models
A common vocabulary and set of mental models used across teams in subsequent experiments, campaigns and strategic planning.
Upon successful completion of the MEC100 track — as defined by MECLABS Institute’s course standards — participants receive digital certification, blockchain encrypted.