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Course Description

The foundation of success in digital marketing is the ability to both develop a great strategy that supports your business goals and to execute the strategy on time, within budget, and with measurable results. This course will teach you how to design and develop a digital marketing strategy that is aligned with your organization’s goals, plus how to put that strategy in place and measure its results. This course is taught by a leading marketing strategist and chief digital officer at one of DFW's leading agencies who also is a certified Scrum Master in Agile project management.

Course Outline

Topics will include:

  • Digital as an amplifier: how digital distills and magnifies your overall marketing strategy
  • Understanding your customer and the evolving customer journey
  • G.O.S.T - Marketing Goals vs. Digital Objectives, Strategies & Tactics
  • Focusing resources to go beyond tactical, "shiny objective" thinking
  • Branding considerations and tactics online, on mobile and in social
  • Overview of marketing automation considerations and strategies
  • Using CRM and customer insights to inform digital strategy
  • Strategies and processes for cross-discipline collaboration and the emergence of the CMTO (Chief Marketing Technology Officer)
  • Creating engaging customer experiences in digital media (social, online, mobile)
  • Measuring the success of a digital marketing campaign and strategy and calculating your ROI
  • Retargeting strategies and campaigns
  • Monetizing and conversion strategies and tactics
  • Project management: a primer on waterfall vs. agile approaches
  • Digital project management: plan, scope, budget and manage digital campaigns and initiatives
  • Perpetual beta - applying agile marketing techniques across the digital marketing spectrum
  • Communicating your online marketing strategy to the C-suite and boardroom
  • Preparing for the long run: How to keep up with what's next and what's new in technology, tools and the digital marketing field

Applies Towards the Following Certificates

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Enroll Now - Select a Section
Section Title
Digital Marketing Strategy & Management
Type
Discussion
Days
M
Time
6:00PM to 9:00PM
Dates
Sep 13, 2021 to Oct 18, 2021
Type
Discussion
Days
M
Time
6:00PM to 9:00PM
Dates
Nov 01, 2021
Schedule and Location
Contact Hours
21.0
Location
  • TBD
Delivery Options
Course Fee(s)
Instructors
Section Notes

Please bring your own laptop to class meetings.

Textbooks are not included in the cost of the course.
Download the required textbook for free here:

eMarketing: The Essential Guide to Digital Marketing (6th ed.).
Stokes, R. (2013).
Cape Town, South Africa. Quirk Education.
ISBN: 978-0-620-78058-2

Recommended Textbook:

Digital Marketing: Strategy, Implementation and Practice (5th Edition)
Dave Chaffey
ISBN-13:  978-0273746102

Required fields are indicated by .