Strategy and Planning

Overview

The Strategy and Planning module provides participants with the skills to create a formal Digital Marketing Plan for their organization, enabling them to work effectively with a digital agency or contractor as required, and confirming an approach that will allow them to implement a successful digital marketing strategy.

The Strategy and Planning module is based on the methodology, which consists of a process based on three distinct parts. Part 1 includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise. Part 2 develops a set of clear and meaningful objectives for the digital marketing plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the professional diploma in digital marketing Framework. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part 3 of the methodology emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on the performance of digital marketing activities and campaigns.

The Mobile Marketing module covers the key concepts and terminology used within the field of mobile marketing and provides you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy. You will develop the knowledge and skills to run effective campaigns through the selection of appropriate tools and resources, and through mobile subscriber list management techniques.

Modules

• Key Strategy & Planning Concepts

• Situation Analysis

• Appropriate Tools

• Measurement

• First Steps

• Information Gathering

• Action Plan

• Iteration & Enhancement

• Planning

• Target Audience

• Setting the Budget

• Laws & Guidelines

• Setting Objectives