Programme Content
Module 1: Marketing in the Digital Era Module 1: Marketing in the Digital Era Module 1: Marketing in the Digital Era Module 1: Marketing in the Digital Era Module 2: Access and Engagement Module 2: Access and Engagement Module 2: Access and Engagement Module 3: Customize Module 3: Customize Module 3: Customize Module 3: Customize Module 4: Connect and Collaborate Module 4: Connect and Collaborate Module 4: Connect and Collaborate Module 5: Digital Advertising and Social Networks Module 5: Digital Advertising and Social Networks Module 5: Digital Advertising and Social Networks Module 5: Digital Advertising and Social Networks Module 6: The Power of Data and Analytics for Marketers Module 6: The Power of Data and Analytics for Marketers Module 6: The Power of Data and Analytics for Marketers Module 6: The Power of Data and Analytics for Marketers Module 7: Marketing Measurement and ROI Module 7: Marketing Measurement and ROI Module 7: Marketing Measurement and ROI Module 8: Strategic Planning, Marketing and the Organization, and the Future of Marketing Module 8: Strategic Planning, Marketing and the Organization, and the Future of Marketing Module 8: Strategic Planning, Marketing and the Organization, and the Future of Marketing
Examine the shift in paradigms, from mass marketing to customer networks
Explore the marketing funnel and see how customer networks shape each stage
Dive into the core elements of customer behavior: access, engage, customize, connect, and collaborate
Understand paid marketing and organic marketing — and why you need both to succeed
Discover how to use market access strategy to reach the target customers of an offering
Identify types of content marketing that work effectively with the engagement strategy
Learn how an organization can use the access and engagement strategies to create new value for its customers
Learn how to use the customize strategy to create new value for the customer
Discover the power of targeted communications to influence customers
Develop a practical understanding of segmentation and its applications
Take a closer look at constraints and complications you might encounter with this strategy
Identify changing patterns in social media usage
Discover how the connect strategy can improve customer relationships, customer support, product development, and digital sales
Learn how different approaches to the collaborate strategy can improve the value of products or services
Identify key marketing terms related to digital advertising and social media
Examine the strengths and weaknesses of digital marketing, discover the latest trends, and learn to benefit from its advantages
Explore the dynamics of an advertising auction, such as ranking factors and bidding
Analyze and interpret data using a marketing simulation tool to optimize your digital marketing efforts
Learn how to analyze digital marketing data and optimize a campaign to meet business objectives
Discover how to apply marketing best practices in a realistic advertising interface
Understand how customer insights can shape an organization’s marketing strategy
Explore considerations such as data privacy, regulations, and the strategic value of data
Understand how your organization defines ROI and become familiar with the challenges of measuring it
Learn the principles of measuring the impact of marketing
Engage in Novela simulation activities to discover how optimizing marketing performance can maximize ROI
Apply a five-step process for creating an effective customer-centric marketing strategy
Discover how to earn a seat at the top table for digital marketing to influence business strategy
Examine the future of marketing from a digital perspective
