Digitalization is transforming many areas of business. Marketing is undoubtedly one of the most affected. Nowadays, potential customers are constantly exposed to large amounts of information through networks and media. Marketing has had to adapt to this context through deeper market research that can provide detailed information on consumer needs, preferences and behaviors according to changing demands. Thanks to the Analytical Skills in Digital Marketing course, you will acquire basic knowledge of marketing, 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 its differences with traditional marketing.
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To analyze digital marketing strategies.
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To deepen in market research.
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To differentiate between quantitative and qualitative analysis.
Table of Contents
DIDACTIC UNIT 1. THE MARKETING REVOLUTION: FROM TRADITIONAL MARKETING TO DIGITAL MARKETING
1. 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
DIDACTIC UNIT 2. NEW DIGITAL MARKETING STRATEGIES
1. Digital Marketing vs. traditional marketing
2. Business research in digital marketing
3. Integrating the Internet into the Marketing Strategy
4. Digital marketing strategy
5. Online Strategic Marketing
DIDACTIC UNIT 3. MARKET RESEARCH: DEFINITION AND TYPES
1. Market research
2. Application Areas of Market Research
3. Types of market research design
4. Market segmentation
5. Types of market
6. Positioning
DIDACTIC UNIT 4. MARKET RESEARCH AND ANALYSIS
1. Marketing research. Delimitation and definition
2. Research process and design
3. Qualitative research and observation
4. Quantitative research
5. Business Experimentation
6. Sampling
7. Field work and information processing
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