Digital Marketing (All Courses Include Credits)
Budget and Resourcing_SP
This module dives deep into budgeting and resourcing digital campaigns to set them up for success. It begins by focusing on how to plan a digital marketing budget including the key budgetary factors to consider during planning. It covers how to maximize ROI for a given budget and best practices for recruiting and retaining key digital talent. It also covers topics on setting a budget, addressing campaign objectives and KPIs, timeframes, forecasting, organizational structure and systems, and supporting processes and software. Applying a budget is also covered, including specific topics on traditional media budgets, optimizing digital media budgets, digital media pricing, channel integration and attribution, and budgeting for creative.
Introduction to Strategy and Planning_SP
This module introduces the key concepts for selecting and implementing the best digital strategy for your organization. It provides an overview of the key components in an effective digital strategy, which are expanded upon in much greater detail in subsequent modules. It also covers different types of business strategies, the difference between a business value proposition and a digital value proposition, and the importance of robust strategic management to maintain a long-term strategy.
This module introduces fundamental marketing principles and tools including the value proposition, the classic marketing mix, market research, the customer journey, communications planning, creative planning, media strategy, and amplifying brand performance. By referring to current and recent examples, it illustrates how digital technology and changing consumer behavior and lifestyles are altering the consumer decision-making process and disrupting traditional marketing models and strategies.
This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.
Building a Simple yet Effective Digital Marketing Plan to Drive New Business_DMA1Includes Credits
In this session, Lindsay Goetting provides digital solutions to a constantly evolving buyer's market. Digital marketing is non-optional when it comes to reaching and converting more prospects. Lindsay Goetting will outline 4 key areas needed to develop a comprehensive digital marketing calendar with realistic frequencies and priorities. If you are eager to build consistency and competency in the digital marketing 'arena,' without it being a total drain on your time and resources, this webinar is for you.
This module probes the critical areas of digital leadership, digital strategy, and digital transformation. It is aimed at all marketers willing to establish personal leadership and shows how you can become a digital leader by learning from best practice. It covers topics on executive sponsorship, digital adoption, building effective digital teams and training, facilitating collaboration, and digital centers of excellence. It also covers processes for bringing a digital strategy into a mainstream market and how to manage a digital strategy to maturity. It concludes with topics focused on evaluating and reporting on a digital strategy, including metrics to track, stakeholder reporting and establishing an executive digital footprint.
Strategy Formulation and Planning_SP
This module focuses on using strategic planning to drive marketing activities that will enable a business to win a competitive advantage. It covers assessing internal capabilities and addressing skills gaps, benchmarking, information gathering, SWOT analysis, evaluating digital channel tactics, and strategy implementation. It also covers documenting a digital strategy using SMART criteria and knowing how to evaluate the effectiveness of a digital strategy using KPIs, targets, and marketing analytics.
Big Data and Analytics_SP
This module dives deep into data and analytics -- two critical facets of digital marketing and digital strategy. It begins with topics on data cleansing and preparation, the different types of data, the differences between data, information and knowledge, and data management systems. It covers best practices on collecting and processing data, big data, machine learning, open and private data, data uploads, and data storage. The module concludes with topics on data-driven decision making, artificial intelligence, data visualization and reporting, and the key topic of data protection.
This module shows students how businesses can use digital to achieve overall business goals. The module looks at the value of generating digital-first ideas and plans, which encourage an agile approach for business. Finally, students will learn the importance of gaining buy-in from stakeholders to successfully adopting a digital-first mindset.
This module begins with the fundamentals of marketing automation and looks at how businesses are using marketing automation tools with CRM software to create significant sales enablement, lead nurturing, and customer relationship management opportunities. It provides in-depth coverage on generating, managing and nurturing leads, including topics on importing and managing contact lists, lead scoring and tracking, segmentation, retargeting, and using marketing automation data and social media automation tools to drive campaigns and to detect new business opportunities.
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