Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module from the Chartered Institute of Marketing Diploma in Professional Marketing provides insight and in-depth consideration into how organisations can implement digital marketing capabilities into strategic marketing planning.
Aims of the module
This module outlines how understanding and analysing the macro and micro-environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, to develop strategic recommendations and how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.
The content of this module covers:
- The disruptive digital environment
- Key emerging digital marketing themes
- Strategic recommendations to acquire, convert and retain customers
- Agile response to changing customer behaviours
- Manage and optimise key channels and content
- Key digital measures
A work-based portfolio which is broken down into three tasks: research, plan and report.