You will develop current knowledge of digital marketing tools, strategies and technical expertise. You will also gain in-depth knowledge in market data and segmentation, campaign planning, web analytics, email marketing and marketing automation. Refine your technical capabilities and learn to utilize SEO (Search Engine Optimization), SEM (Search Engine Marketing), CRM (Customer Relationship Management) communications and PPC (Pay per click) advertising to reach your marketing objectives.
- Weeks 1 & 2 – Traditional vs. Digital Marketing and Trends
- Week 3 – Digital Marketing SWOT & Objectives
- Week 4 – Social Media Marketing
- Week 5 – Content Marketing
- Week 6-7 – Major Deliverable check-in, midterm review, midterm
- Week 8 – Spring Break
- Week 9 – Other Digital Strategies
- EMAIL, Customer reviews, Video, Apps
- Week 10 – Search Engine Marketing
- Week 11 –Website Development
- Week 12 –Customer Journey
Course Learning Requirements / Embedded Knowledge and Skills
- Explore the role and function of customer relationship management and the application of technology in building and sustaining customer relations.
- Describe the concept and role of customer relationship management (CRM)
- Assess the role of the internet, new technologies and social media in CRM
- Evaluate the importance of data mining, customer retention and customer lifetime value
- Apply practical frameworks and tools to effectively use e-marketing in different types of business situations.
- Evaluate the foundations of planning and building a website
- Design and develop content marketing, blogging, email marketing, search engine marketing and other e-marketing tools
- Explain search engine optimization and web analytics
- Evaluate the impact of digital and social media on each element of the marketing mix.
- Determine the impact of e-marketing and social media on product offering
- Establish an online pricing strategy
- Design strategy to communicate with customers online
- Identify the methods and media to market in online space
- Design, implement and evaluate e-marketing strategies and tactics within an e-business perspective.
- Analyze the data necessary to build an e-marketing plan
- Identify and evaluate various elements that form e-strategies
- Design and implement an e-marketing strategy.
- Evaluate e-marketing strategies using a variety of recognized assessment tools
- Examine the use of e-technologies to build and nurture customer relationships.
- Decipher the online purchasing habits of customers
- Identify eCRM opportunities to improve the marketing and customer service processes of an organization
- Create and innovate marketing uses of online communities, social networks, e-CRM tools and technologies.
- Create and track online marketing CRM solutions that develop client relationships using free downloads, online video content and online web presentations
- Enhance customer relationships through online communities
- Compare and contrast e-CRM tools including organizing, tracking and reporting tools
- Develop an e-CRM plan to support the full customer lifecycle from customer identification, acquisition, retention and extension.
- Outline e-CRM objectives, strategies, tactical offers, and outcome measurement processes
- Create a customer contact management plan and align it with customer expectations and needs
- Develop customer acquistion, retention and extension plans with the help of various digital tools.