Marketing in the New Digital Era

Overview

The world of marketing has transformed in the digital era. Learn how to drive business success with data, digital platforms, and innovative engagement on this three-week course from Salford Business School.

Syllabus

• Introduction to Digital Marketing
Overview of Digital Marketing Evolution
Key Differences Between Traditional and Digital Marketing
• Understanding Digital Marketing Platforms
Social Media Marketing
Search Engine Optimization (SEO)
Email Marketing
Influencer Marketing
Content Marketing
• Data-Driven Marketing Strategies
Importance of Data in Marketing
Tools for Data Collection and Analysis
Understanding Consumer Behavior Through Data
Personalization and Targeting
• Digital Advertising
Pay-Per-Click (PPC) Advertising
Display Advertising
Programmatic Advertising
• Consumer Engagement in the Digital Age
Building Brand Awareness Online
Enhancing Customer Relationships Through Digital Channels
User-Generated Content and Community Building
• Digital Marketing Metrics and Analytics
Key Performance Indicators (KPIs) for Digital Marketing
Analyzing Customer Journeys
A/B Testing and Optimization
• Legal and Ethical Considerations in Digital Marketing
Data Privacy and Protection (GDPR and Others)
Ethical Use of Consumer Data
• Trends and Innovations in Digital Marketing
The Rise of Artificial Intelligence in Marketing
Integration of Augmented and Virtual Reality
Voice Search and Smart Devices
• Developing a Digital Marketing Strategy
Setting Goals and Objectives
Crafting a Marketing Plan
Measuring Success and Iteration
• Case Studies and Practical Applications
Analysis of Successful Digital Campaigns
Group Project: Develop a Comprehensive Digital Marketing Plan
• Course Summary and Future Outlook
Recap of Key Learnings
Future Trends to Watch
Career Opportunities in Digital Marketing

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Taught by

Lisa Rees-O'Donnell

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Subjects

Business