• Demonstrate a comprehensive understanding of integrated marketing concepts, channels, and strategies • Demonstrate a comprehensive understanding of digital marketing terminologies and metrics applicable in integrated marketing campaign management • Develop a digital marketing strategy and set key performance indicators (KPIs) for the marketing campaign based on the organisation’s business and marketing objectives • Calibrate the marketing campaign based on the product nature and the expected consumer behaviour based on the profiles of target customers • Select marketing channel mix that best suits the target customers • Develop action plan to integrate traditional and digital marketing techniques and assets • Track and report on effectiveness of campaign, for both digital and offline channels, using a variety of analytical and modelling tools

This course is designed for marketing professionals who need to oversee and manage digital marketing agencies on a day-to-day basis. The objective of this course is to allow marketing professionals to gain a broad understanding of Digital Marketing concept and methodologies, as well as key digital marketing terminologies and metrics. This course will also focus on techniques for managing marketing assets and unifying performance tracking for both online and offline channels.

Full Time and Part Time

2 days

16

Digital Marketing’s Role in the Marketing Mix

Understanding integrated marketing concepts, channels, and strategies.

Common Digital Marketing Terminologies & Metrics

Understanding of digital marketing terminologies and metrics applicable in integrated marketing campaign management.

Campaign Objectives and KPIs

Develop a digital marketing strategy and set key performance indicators (KPIs) for the marketing campaign based on the organisation’s business and marketing objective.

Consumer’s Behaviour

Calibrate the marketing campaign based on the product nature and the expected consumer behaviour based on the profiles of target customers.

Digital Marketing Channels and Audiences

Select marketing channel mix that best suits the target customers. Develop action plan to integrate traditional and digital marketing techniques and assets.

Integrated Campaign Tracking and Reporting

Track and report on effectiveness of campaign, for both digital and offline channels, using a variety of analytical and modelling tools.

WSQ