DIGT040 - Digital Marketing Strategy: From Planning to Execution

Course Description

Explores the process of developing data-driven, customer-centric digital marketing plans. Applies practical frameworks to design integrated strategies that align on- and offline customer behavior, competitive positioning, and digital marketing tactics to achieve business goals across digital and physical channels.

Course Outline

In this course, you will:

• Explore the process of integrated marketing planning and how to bridge physical and digital marketing and communication strategies.
• Learn to research, analyze, and understand customer behaviors and their impact on digital marketing strategies.
• Learn customer segmentation and targeting techniques for effectively serving and reaching online audiences across digital channels.
• Explore strategies to attract, engage, and retain customers in an online-first business environment.
• Develop a step-by-step digital marketing plan that aligns with organizational objectives.
• Gain skills in campaign planning across multiple platforms (e.g., email, social media, in-person events).
• Gain practical experience in crafting and presenting a compelling digital marketing plan to key stakeholders.
• Analyze case studies to identify successful integration of physical and digital marketing strategies.

Learner Outcomes

By the end of this course, you will be able to:

• Explain the process of integrated marketing planning to bridge physical and digital marketing and communication strategies.
• Conduct research and analyze customer motivations, preferences, and off- and online behaviours to inform digital marketing decisions.
• Perform customer segmentation and competitor analysis to create standout brands, products, and services.
• Apply a logical decision-making process to design customer-centric, integrated, digital marketing strategies that align with business goals.
• Use a proven framework to create digital marketing plans that boost visibility, engagement, and results.
• Develop and pitch a persuasive digital marketing plan to key stakeholders.

Applies Towards the Following Certificates

• Digital Marketing Strategy and Planning Micro-certificate : Core Courses
• Global Workforce Skills-Specialization in Digital Marketing Certificate : Core Courses