Digitalisation is transforming many areas of business. Marketing is undoubtedly one of the most affected. These days, potential customers are constantly exposed to vast amounts of information via social media and the media. Marketing has had to adapt to this context by taking a more in-depth approach market research which can provide detailed information on consumer needs, preferences and behaviours in line with changing demands. Thanks to the Analytical Skills in Digital Marketing course, you will gain a basic understanding of marketing and in-depth knowledge of 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 digital marketing strategies.
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To expand our market presence research.
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To distinguish between quantitative and qualitative analysis.
Table of Contents
TEACHING UNIT 1. THE MARKETING REVOLUTION: FROM TRADITIONAL MARKETING TO DIGITAL MARKETING
1. The Evolution of the Marketing Concept and Content: Exchange as the Criterion for Defining Its Scope
2. The role of marketing in the economic system
3. Strategic marketing management and types of marketing
4. Marketing mix
5. The Marketing Planning Process
6. SWOT analysis and marketing strategies
TEACHING UNIT 2. NEW DIGITAL MARKETING STRATEGIES
1. Digital marketing versus traditional marketing
2. Business research in digital marketing
3. Integrating the Internet into the Marketing Strategy
4. Digital marketing strategy
5. Online Strategic Marketing
TEACHING UNIT 3. MARKET RESEARCH: DEFINITION AND TYPES
1. Market research
2. Areas of Application for Market Research
3. Types of market research design
4. Market segmentation
5. Types of market
6. Positioning
TEACHING UNIT 4. MARKET RESEARCH AND ANALYSIS
1. Marketing research. Scope and definition
2. Research process and design
3. Qualitative research and observation
4. Quantitative research
5. Business Experimentation
6. Sampling
7. Fieldwork and information processing
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