Digital marketing. Digital Intensive Program

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Digital marketing. Digital Intensive Program

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dates of programs start

27/10/2021

формат

3 modules of 3+3+2 days

10:00-18:00

cost

45000 uah

Digital marketing. Digital Intensive Program

Systematic approach to digital communications and digital strategy development

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about program

The structure of the program

Faculty

Program's Target Audience: marketers and marketing directors who:

Strive to understand the works of the new marketing science and business models in the digital age

Aim to delve into the possibilities and tools of digital communications

Are already working digitally but would like to be more systematic about it, using all its potential to yield the best result

Understanding digital communication systems.

Understanding how to use the unlimited possibilities of the Internet, mobile and digital technologies to solve such tasks as maintaining brand image, launching a new product on the market, increasing visibility, sales promotion, etc.

Understanding the mechanisms of engaging the audience and ways to identify consumer insights and the right approach to them.

Express workshop on developing digital communication strategies.

The structure of the program

Day 1

The place of digital communication in marketing and business strategies

November 4

Business Reality Overview: Understanding Crises and Challenges. Changes in business models in the digital age (short digression). Changing decision-making paradigms. New Marketing Science.
Digital trends and what to do with them: augmented reality (eg. Pokemon Go), virtual reality, artificial intelligence, etc.
Emerging marketing challenges are behavioral and neuroeconomic issues.
Branding. The role of brand in the digital age. Brand indicators. What are some important metrics for the brand?
Insight. Understanding consumer insights and a workshop on how to find them.

Day 3

Digital marketing tools: what, when and how to use it

November 18

Homework analysis after Module 1.
Choosing points of digital interaction with the audience: content formats, placements, promotion methods on every stage of Consumer Decision Journey.
Image and performance marketing. Differences, usage scenarios and business challenges.
Detailed overview of the most common digital marketing tools: website, SEO, contextual advertising, newsletter. Sequence, KPI, analysis of results.
New internet marketing tools: usage scenarios, business tasks and analysis of results.
How to hire agencies and cooperate with them to get results

Homework for Module 3: Choosing points of digital interaction with the audience for your own brand according to Consumer Decision Journey.

Модуль 3

Розробка цифрової стратегії в групах

22-23 грудня, 10:00 - 18:00

Homework analysis after Module 2.
Structure of KPIs and business results tracking.
Digital trends and how to deal with them: augmented reality, virtual reality, artificial intelligence etc.
Strategizing for a selected brand/company in groups.
Presentation of solutions
Summarizing results of the Program.