Planning Digital Marketing StrategyLaajuus (5 ECTS)

Objective

• Learn about the digital marketing strategy and why it is important
• Get familiar with inbound and outbound marketing
• Learn about situational analysis by creating a SWOT analysis
• Understand the importance of setting goals and creating business and marketing SMART goals
• Learn about target audiences and ideal customer profile
• Learn how to create a buyer persona
• Get familiar with different types of digital channels
• Understand what owned, paid, and earned media are
• Learn about different digital channels and strategies and how to use them
• Get familiar with digital marketing metrics for each channel

Content

1. Overview of Digital Marketing Strategy
Introduction to Digital Marketing - What Is Digital Marketing Strategy? - Why Do We Need Strategy? - Inbound Marketing Strategy - Outbound Marketing Strategy - Developing A Digital Marketing Plan - RACE Model

2. Situational Analysis
SWOT Analysis - How Does SWOT Analysis Work? - SWOT Matrix - Pros and Cons of SWOT Analysis

3. Digital Marketing Goals Setup
Importance of Setting Goal - Business Objectives - Marketing Objectives - SMART Goals

4. Defining the Target Audiences
Target Audience - Ideal Customer Profile - Buyer Persona

5. Defining Digital Channels and Media
Type of Digital Channels - Owned Media - Paid Media - Earned Media

6. Choosing Strategy
Website-Content Marketing-Email Marketing-Search Engine Marketing-Display Advertising-Social Media Marketing-Video Marketing-Mobile Marketing

7. Measuring Results & KPIs
Digital Marketing Metrics-Search Engine Metrics-Inbound Marketing Metrics-Social Media Metrics-Email Marketing Metrics-eCommerce Metrics-Metrics for Google Ads

Qualifications

Calculus

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.