This Course in Strategic and Digital Marketing It combines traditional marketing strategies with digital techniques and platforms to promote products, services or brands online. Strategic and digital marketing is essential in today’s world of business and communication, to create effective strategies, engage with online audiences and capitalise on the opportunities digital for the growth and success of a brand o business.
Corporate
Corporate
40 hours
Strategic and Digital Marketing
Corporate
40 hours
Introduction
Objectives
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Identify the fundamental concepts of strategic marketing to identify the market segment in which a product is positioned and to draw up a marketing plan that enables the company to grow and stand out in the eyes of its customers, whilst always bearing in mind the user’s needs.
Table of Contents
MODULE 1: FUNDAMENTALS OF MARKETING AND ITS VALUE TO THE BUSINESS.
TEACHING UNIT 1. IDENTIFYING BASIC CONCEPTS AND THE EVOLUTION OF MARKETING
- Marketing concept
- The current state and scope of marketing
- Marketing terminology and related concepts
TEACHING UNIT 2. AN INTRODUCTION TO MARKETING AND THE LEVELS OF STRATEGIC MANAGEMENT
- Mission/Vision: product-oriented and market-oriented
- Strategic planning process
TEACHING UNIT 3. IDENTIFYING THE IMPACT OF DIGITALISATION ON MARKETING.
- Key aspects of digital marketing.
- Key digital channels for communication and customer acquisition
TEACHING UNIT 4. INTRODUCTION TO THE CONCEPTS OF PRODUCTS AND SERVICES
- Principles of product and service design.
- Innovation in marketing.
- Product life cycle.
TEACHING UNIT 5. DEFINITION OF THE DYNAMICS ARISING FROM PRICE SETTING.
- Price and purchasing decisions.
- Pricing and value strategy
TEACHING UNIT 6. IDENTIFYING THE POTENTIAL OF DISTRIBUTION AND SALES CHANNELS.
- Selection of distribution and sales channels
- Point-of-sale marketing activities
TEACHING UNIT 7. ESTABLISHING THE BASIC PRINCIPLES OF COMMUNICATION THROUGH MARKETING.
- Communication and promotional channels.
- Effective communication.
MODULE 2: SEGMENTATION, POSITIONING AND BRANDING
TEACHING UNIT 1. APPLICATION OF SEGMENTATION STRATEGIES AND DEFINITION OF THE TARGET AUDIENCE
- Segmentation of potential markets.
- Criteria for selecting the target audience.
TEACHING UNIT 2. IDENTIFYING THE BASIC PRINCIPLES OF POSITIONING AND BRANDING.
- Branding: Building a brand
- Brand positioning
- Positioning of products and services.
MODULE 3: INTEGRATION: ONLINE AND OFFLINE MARKETING (DIGITAL MARKETING). THE MARKETING PLAN
TEACHING UNIT 1. CHARACTERISATION OF THE CUSTOMER’S DIGITAL BEHAVIOUR.
- The keys to transforming customer relations
- A comprehensive customer experience, both online and offline.
- Customer journey life cycle analysis
- Digital measuring tools.
TEACHING UNIT 2. DEVELOPING A MARKETING PLAN.
- Analysis and decision-making in a real-life scenario
- Building “hybrid” sales funnels (physical + digital)
- Marketing Action Plan
- Evaluation and monitoring of the marketing plan
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