The digitisation is transforming various areas of the business. Marketing is, without doubt, one of the areas most affected. Today, potential customers are constantly exposed to vast amounts of information via social media and the media. Marketing has had to adapt to this context through more in-depth market research that can provide detailed insights into consumers’ needs, preferences and behaviours in line with changing demands. Thanks to this Course in Analytical Skills in Digital Marketing you will acquire basic knowledge on marketing, with a focus on digital marketing and market research.
Corporate
Corporate
8 pm
Analytical Skills in Digital Marketing
Corporate
8 pm
Introduction
Objectives
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To study digital marketing and how it differs from traditional marketing.
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To analyse the strategies in digital marketing.
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To explore the studies markets.
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Distinguishing between analyses quantitative y qualitative.
Table of Contents
TEACHING UNIT 1. THE MARKETING REVOLUTION: FROM TRADITIONAL MARKETING TO DIGITAL MARKETING
- Introduction
- The Concept of Digital Marketing
- Functions and objectives of digital marketing
- Benefits of Digital Marketing
- Characteristics of the Internet as a digital marketing medium
TEACHING UNIT 2. NEW DIGITAL MARKETING STRATEGIES
- Digital marketing vs traditional marketing
- Market research in digital marketing
- Integrating the Internet into the Marketing Strategy
- Digital marketing strategy
- Strategic Internet Marketing
TEACHING UNIT 3. THE STUDY OF MARKETS AND THEIR TYPES
- Market research
- Areas of application for market research
- Types of market research design
- Market segmentation
- Types of market
- Positioning
TEACHING UNIT 4. MARKET RESEARCH AND ANALYSIS
- Marketing Research: Scope and Definition
- Research process and design
- Qualitative research and observation
- Quantitative research
- Commercial experimentation
- Sampling
- Fieldwork and data processing
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