BU5987: EXECUTING A DIGITAL STRATEGY (2020-2021)

1. Content Marketing

• The need to develop content on an ongoing basis
• Most effective ways to utilize your content digitally
• Volume vs. quality
• Content outreach
• Measuring the ROI on content
• Learn, adapt, improve

2. Digital

• The principles of effective targeted digital advertising
• The advertising landscape – when can you advertise online
• The importance of understanding the platforms/advertiser/publisher models
• Smart remarketing in action
• Effective use of Ad networks
• Social media advertising
• Campaign tracking
• Connecting advertising to analytics metrics
• Learn, adapt, improve

3. Social Media

• Understand the nature of social platforms and connecting these marketing objectives
• Utilising a social media channel – engagement, sharing, monitoring, advertising
• Selecting a channel or channels and building a plan
• What makes content engaging
• Engagement vs. commercial benefit. Viral marketing success stories
• Monitoring social media to find your brand or your key influencers (positive or negative)
• Monitoring social media to protect your brand

4. Advanced Analytics

• Overlaying key metric reporting with target user profiles
• Understanding and measuring customer journeys through your website and other digital assets
• Learning and measuring your visitors’ behaviours across different device

There are no assessments for this course.