Digital Marketing

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Course curriculum

1. Welcome to the course!
2. Glossary of Digital Marketing Terms
1. New Digital Context
2. Digital Consumer Behavior
3. Customer Expectations
4. Summary
1. What is Digital
2. Digital Disruption
3. The Digital Customer Journey
4. Summary
1. The Digital Opportunity
2. Digital and Your Organization
3. Business Growth and Digital
4. Digital for You
5. Summary
6. Additional Resources
1. Key Digital Marketing Concepts
2. Traditional and Digital Marketing
3. 3i Principles
4. Digital Channels
5. Summary
1. Strategy Fundamentals
2. Overachieving Strategy
3. Digital Resources
4. Budgeting
5. ROI
6. Summary
1. SMART Objectives
2. Case Study - SMART
3. Summary
1. Audience Research
2. Audience Listening Tools
3. Cultural Research
4. Competitive Research
5. Industry Trend Research
6. Case Study - Cartier
7. Summary
1. The Buyer's Journey Introduction
2. The Buyer's Journey
3. Marketing Functions
4. Integrating Traditional and Digital Marketing
5. Aligning the Buyer's Journey with Channels
6. Tools for Digital Marketing
7. Summary
8. Additional Resources
1. Purpose of Content Marketing
2. Importance of Content Marketing Strategy
3. Summary
4. Jamie White on Content Marketing to a Young Audience
1. Purpose and Benefit of Using Personas
2. Strategies for Creating Personas
3. Summary
4. Buyer Persona Template
1. Content Creation
2. Content Formats
3. Curation, Personalization, and Repurposing
4. Summary
5. Expert Insights with Kate Talbot
1. Creative Strategy and Maximising your Creative Output
2. Content Strategy
3. Channel Specifications for a Launch Plan
4. Summary

About this course

Free
62 lessons
3 hours of video content

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Digital Marketing

Course curriculum

Introduction

Module 1: New Digital Context

Module 2: What is Digital?

Module 3: Digital Opportunities

Module 4: Digital Marketing Principles

Module 5: Digital Strategy Fundamentals

Module 6: Marketing Objectives

Module 7: Digital Research

Module 8: Digital Customer Journey

Module 9: Purpose of Content Marketing

Module 10: Buyer Personas

Module 11: Content Creation and Repurposing

Module 12: Creative Strategy Development

About this course

Discover your potential, starting today