Planning Digital Marketing Strategy (5 ECTS)

Learning outcomes

• 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

Prerequisites

Calculus

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

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

Location and time

Course can be done in own pace on TechClass portal.

Learning materials and recommended literature

Lecture slides, tutorial videos, quizzes and exercises can be find on TechClass portal.

Alternative completion methods of implementation

N/A

Internship and working life connections

N/A

Exam dates and retake possibilities

Online.

International connections

N/A

Content scheduling

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, approved/failed

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