Digital Marketing for Success

Course References Number: CRS-Q-0041615-ICT

Overview:

This course covers the development and execution of an integrated marketing plan across various channels and platforms as well as tracking of customers' response and monitor the effectiveness to marketing communications on these channels. It also includes the integration of traditional and digital marketing channels.

Learning Outcome:

• Have the knowledge of how a firm develops marketing objectives and strategies that contribute to overall objectives.
  

• Identify the advantages, constraints, and interactivity between traditional and digital marketing.
  

• Identify what is necessary to manage the effective implementation of marketing strategies through various channels.
  

• Determine the types of channels or platforms best suited to implement in marketing plans.
  

• Understand the four major elements of strategic performance evaluation processes such as establishing performance standards, measuring actual performance, comparing actual performance with established standards, and modifying the marketing strategy, if needed.
  

• Understand the impact of marketing activities used on the various platforms.
  

• Select the best marketing channel mix for the target market.
  

• identify the marketing programs that best suited for the product/service offering.
  

• Determine the suitable marketing channels, right platforms, technology and tools to be used for marketing the product/service for the business.
  

• Recommend the best practices for both traditional and digital marketing efforts.
  

• Evaluate the overall impact of marketing channel mix.
  

Topics Covered:

• Overview of Strategic Marketing

• Traditional Versus Digital Marketing Channels
  

• Planning and Implementing Marketing Strategies
  

• Managing Marketing Implementation
  

• Evaluating Marketing Strategies
  

• Marketing Research and Information Systems
  

• Target Markets Segmentation
  

• Integrated Marketing Communications
  

• Advertising and Public Relations
  

• Personal Selling and Sales Promotion
  

• Managing Marketing Performance and Results
  

Total Duration: 16 hrs (Classroom)