Digital marketing. Strategic level

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Digital marketing. Strategic level

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dates of programs start

23/10/2023

формат

3 modules [3+3+2 days]

10:00 - 18:00

cost

64 000 uah

Digital marketing. Strategic level

Journey to digital marketing that aligns with business goals.

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The audience of the program is marketers and marketing directors, CEOs with a focus on marketing who strive to

formulate business goals for digital marketing and understand what indicators to focus on

set up a digital customer interaction system in accordance with the overall marketing strategy

understand consumer behavior and learn how to research it

build an effective digital strategy for the business during the program

understanding of the fundamental marketing laws, key approaches in behavioral economics and neuromarketing

reliance points to find the most effective interaction points with the client according to the company's strategy

ability to integrate digital into the overall marketing strategy

introduction to methods of customer behavior research based on evidential marketing

identification of communication and analytics tools that best align with overall marketing goals

ability to distinguish influential trends among fleeting hype

The structure of the program

Module 1

Digital in marketing and business strategies

October 23-25, 2023

Fundamental marketing laws - changing decision-making paradigms.
Recent marketing challenges - behavioral and neuroeconomics questions.
Evidence-based marketing: how a brand works today. Brand development model.
Consumer's journey to make a purchase decision. Value proposition canvas methodology and consumer decision journey as the basis of digital strategy.
Key performance indicators at each stage of CDJ. Monitoring and analysis tools.
Understanding consumer insight. The nuances of the Jobs to be done methodology for identifying consumer insights.

Homework: Design a customer journey to purchase for your own brand. Consumer Decision Journey and Value Proposition Canvas.

Module 2

Digital marketing objectives. Digital ecosystem.

November 20-22, 2023

Homework analysis following the first module.
Levels of goals. The digital ecosystem is a union of the moment of contact, content, and touchpoints.
Choosing touchpoints with consumers: content formats, placements, promotion methods according to different stages of the Consumer Decision Journey.
Image and performance marketing: differences, scenarios of use, and business objectives.
Components of effective communication
A comprehensive overview of the most common digital marketing tools: website, SEO, contextual advertising, mailing list. Sequence, KPIs, results analysis.
New tools: business tasks, scenarios of use, and analysis of results. Influential trends and fleeting hype
When is it worth hiring agencies and working 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.

Module 3

Digital strategy draft and feedback from professors

December 18-19, 2023