The course focuses on the main aspects of marketing, articulated taking into consideration the 5Ds of digital marketing: digital device, digital platform, digital media, digital data e digital technology. The aim is to understand the competitive environment and the online consumer behaviour, to develop marketing strategies according to the new digital opportunities and tools of the web and social communication.
Such skills are essential for the Digital Marketing Manager.
The main areas covered during the course are:
Digital marketing fundamentals: Introducing digital marketing, Online marketplace analysis: micro-environment; The digital macro-environment;
Digital marketing strategy development: Digital marketing strategy; Digital media and the marketing mix; Relationship marketing using digital platforms;
Digital marketing: implementation and practice - Delivering the digital customer experience; Campaign planning for digital media; Marketing communications using digital media channels; Evaluation and improvement of digital channel performance.