The course examines digital marketing strategy and its implementation by providing a detailed understanding of all digital channels and platforms. Course participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation.
For businesses, a real-time digital presence is crucial. Companies must harness digital technologies for a competitive edge. Digital Marketing, is about the impact of marketing in the digital space, covering web, mobile, and social media. We explore the technology and how it facilitates marketing strategies.
| Week | Topics |
|---|---|
| 1 | 1. Introducing digital marketing-I pp. 4-45 [• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic approach – Introduction: how has digital marketing transformed marketing? – Digital marketing goals and strategy – Business and revenue models – Challenges in developing and managing digital marketing strategy • Review the options to achieve communications goals using different types of digital media and platforms – Digital marketing audiences and buyer behavior – Digital devices and digital platforms – Digital media • Review how different types of marketing data and technology can be used to improve audience experiences and support business goals – Digital data – Digital marketing technology] |
| 2 | 2. Introducing digital marketing-II pp. 4-45 [• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic approach – Introduction: how has digital marketing transformed marketing? – Digital marketing goals and strategy – Business and revenue models – Challenges in developing and managing digital marketing strategy • Review the options to achieve communications goals using different types of digital media and platforms – Digital marketing audiences and buyer behavior – Digital devices and digital platforms – Digital media • Review how different types of marketing data and technology can be used to improve audience experiences and support business goals – Digital data – Digital marketing technology] |
| 3 | 3. Online marketplace analysis: micro-environment-I pp. 45-92 [• Identify and explore elements of an organization’s marketing environment that have implications for developing a digital marketing strategy – Introduction to online marketplace analysis – Situation analysis for digital marketing – The digital marketing environment • Evaluate techniques for reviewing the importance of different players in the micro- environment: customers, competitors, suppliers, publishers, intermediaries and influencers, as part of the development of digital marketing strategy – Customers: understanding how they interact with digital markets – Customer choice and digital influence – Customer characteristics – Competitor analysis – Suppliers, publishers, intermediaries and influencers • Review changes to business and revenue models enabled by digital markets – New channel structures – Digital business models – Digital revenue models] |
| 4 | 4. Online marketplace analysis: micro-environment-II pp. 45-92 [• Identify and explore elements of an organization’s marketing environment that have implications for developing a digital marketing strategy – Introduction to online marketplace analysis – Situation analysis for digital marketing – The digital marketing environment • Evaluate techniques for reviewing the importance of different players in the micro- environment: customers, competitors, suppliers, publishers, intermediaries and influencers, as part of the development of digital marketing strategy – Customers: understanding how they interact with digital markets – Customer choice and digital influence – Customer characteristics – Competitor analysis – Suppliers, publishers, intermediaries and influencers • Review changes to business and revenue models enabled by digital markets – New channel structures – Digital business models – Digital revenue models] |
| 5 | 5. The digital macro-environment pp. 92-136 [• Consider the macro-environment factors affecting an organization’s digital marketing strategy and implementation – Introduction to macro-environment forces • Evaluate the relevance of technology innovation – Technological forces • Consider the legal, moral and ethical constraints of digital marketing – Legal forces • Assess the relevance of social, economic and political trends – Social forces – Economic forces – Political forces] |
| 6 | 6. Digital marketing strategy pp. 136-189 [• Explain the importance to organizations of creating a digital marketing strategy and implementation process – What is a digital marketing strategy? – Why are a digital marketing strategy and digital transformation needed? – How to structure a digital marketing strategy • Explain activities needed to inform a digital marketing strategy – Situation analysis – Competitor analysis • Define different types of goals for digital marketing – Setting goals and objectives for digital marketing • Evaluate alternative digital strategy approaches – Strategy formulation for digital marketing • Assess success factors for digital strategy implementation – Organizational issues of strategy implementation – Assessing different digital initiatives including marketing technology] |
| 7 | 7. Digital branding and the marketing mix pp. 189-233 [• Consider branding in a digital marketing context and assess the opportunities for digital brand-building – Digital branding • Apply the elements of the marketing mix in a digital marketing context – What is the marketing mix? – Digital branding – Product in a digital marketing context – Price in a digital marketing context – Place, channels and distribution in a digital marketing context – Promotion and social media in a digital marketing context – People, process and physical evidence in a digital marketing context] |
| 8 | 8. Data-driven relationship marketing using digital platforms pp. 233-284 [• Assess the relevance of and alternative approaches for using digital platforms for customer relationship management by encouraging interactions through social media, mobile messaging and email marketing – Introduction – Concepts of data-driven customer relationship marketing – Customer lifecycle management strategy • Evaluate the potential of data-driven marketing, artificial intelligence and ‘Big Data’ using digital technology and marketing automation to deliver more relevant interactions and encourage customer loyalty – Data-driven marketing techniques – Applying artificial intelligence and Big Data to support data-driven marketing – Using data analysis and targeting techniques to increase customer loyalty and value • Assess how to integrate social and mobile interactions to develop social CRM capabilities – Using social media to improve customer loyalty and advocacy] |
| 9 | 9. Delivering the digital customer experience pp. 284-347 [• Describe the different stages and processes needed to create an effective website, mobile app or social media presence and to optimise its performance – Planning website, app design and redesign projects – Initiation of a digital experience project (including domain registration, hosting, performance and availability) • Define the success factors that contribute to an effective digital experience delivered as a website, mobile app or, where relevant, in-store, virtual or augmented reality – Defining site or app requirements (including usability, accessibility, personalisation and cultural customisation) – Designing the information architecture – Designing the user experience – Mobile design requirements and techniques – The Internet of Things – Virtual reality and augmented reality – Online retail merchandising – Evaluating the impact of service quality on e-loyalty] |
| 10 | 10. Campaign planning for digital media-I pp. 347-393 [• Articulate the differences between digital and traditional media and the implications for planning campaigns – The characteristics of digital media • Use forecasting, evaluation and marketing insight to inform campaigns – Step 1. Goal setting and tracking for interactive marketing communications – Step 2. Campaign insight • Review the options for segmentation and targeting and campaign engagement provided in different channels – Step 3. Segmentation and targeting – Step 4. Big idea, offer, message development and creative • Consider how to select the most effective digital media and plan them as part of an integrated campaign – Step 5. Budgeting and selecting the digital media mix – Step 6. Integration into overall media schedule or plan] |
| 11 | 11. Campaign planning for digital media-II pp. 347-393 [• Articulate the differences between digital and traditional media and the implications for planning campaigns – The characteristics of digital media • Use forecasting, evaluation and marketing insight to inform campaigns – Step 1. Goal setting and tracking for interactive marketing communications – Step 2. Campaign insight • Review the options for segmentation and targeting and campaign engagement provided in different channels – Step 3. Segmentation and targeting – Step 4. Big idea, offer, message development and creative • Consider how to select the most effective digital media and plan them as part of an integrated campaign – Step 5. Budgeting and selecting the digital media mix – Step 6. Integration into overall media schedule or plan] |
| 12 | 12. Marketing communications using digital media channels pp. 393-461 [• Distinguish between the different types of digital media channels and under- stand practical success factors to make them effective • Evaluate the advantages and disadvantages of each digital media channel for marketing communications • Assess the suitability of different types of digital media for different purposes These learning objectives are covered for each of these channels: • Search engine marketing (organic search and paid search) • Digital public relations and influencer relationship management • Digital partnerships including affiliate marketing • Digital display advertising • Digital messaging including email marketing and mobile messaging • Social media and viral marketing • Offline promotion techniques] |
| 13 | 13. Evaluation and improvement of digital channel performance-I pp. 461-494 [• Understand the process, KPIs and tools used to measure and improve digital marketing effectiveness – Performance management for digital channels • Review data within Google Analytics to identify performance and improvements – Using Google Analytics to evaluate and improve digital marketing • Identify the activities necessary when researching and managing digital activities and content – Marketing research using the internet and digital media – Content management process – Responsibilities for customer experience and site management] |
| 14 | 14. Evaluation and improvement of digital channel performance-II pp. 461-494 [• Understand the process, KPIs and tools used to measure and improve digital marketing effectiveness – Performance management for digital channels • Review data within Google Analytics to identify performance and improvements – Using Google Analytics to evaluate and improve digital marketing • Identify the activities necessary when researching and managing digital activities and content – Marketing research using the internet and digital media – Content management process – Responsibilities for customer experience and site management] |
| Method | Qty | % Each |
|---|---|---|
| Project | 1 | 35 |
| Final Exam | 1 | 35 |
| Other | 1 | 30 |
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing. 8e. Pearson