Digital Disruption and Business Opportunity-Course Introduction
Welcome to the course!
Glossary of Digital Marketing Terms
Digital Disruption and Business Opportunity-New Digital Context
Module Introduction
New Digital Context
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Digital Consumer Behavior
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Customer Expectations
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Summary
Digital Disruption and Business Opportunity-What is Digital?
What is Digital
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Digital Disruption
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The Digital Customer Journey
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Summary
Digital Disruption and Business Opportunity-Digital Opportunities
The Digital Opportunity
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Digital and Your Organization
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Business Growth and Digital
Digital for You
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Summary
Digital Disruption and Business Opportunity-Additional Resources: Week 1
Additional Resources
Digital Marketing and Digital Strategy-Digital Marketing Principles
Module Introduction
Key Digital Marketing Concepts
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Traditional and Digital Marketing
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3i Principles
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Digital Channels
Summary
Digital Marketing and Digital Strategy-Digital Strategy Fundamentals
Strategy Fundamentals
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Overarching Strategy
Digital Resources
Budgeting
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ROI
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Summary
Digital Marketing and Digital Strategy-Marketing Objectives
SMART Objectives
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Case Study - SMART
Summary
Digital Marketing and Digital Strategy-Digital Research
Audience Research
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Audience Listening Tools
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Cultural Research
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Competitive Research
Industry Trend Research
Case Study - Cartier
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Summary
Digital Marketing and Digital Strategy-Digital Customer Journey
The Buyer's Journey Introduction
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The Buyer's Journey
Marketing Functions
Integrating Traditional and Digital Marketing
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Aligning the Buyer's Journey with Channels
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Tools for Digital Marketing
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Summary
Digital Marketing and Digital Strategy-Additional Resources: Week 2
Additional Resources
Digital Content and Creative Strategy-Purpose of Content Marketing
Module Introduction
Purpose of Content Marketing
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Importance of Content Marketing Strategy
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Summary
Jamie White on Content Marketing to a Young Audience
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Digital Content and Creative Strategy-Buyer Personas
Purpose and Benefit of Using Personas
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Strategies for Creating Personas
Summary
Buyer Persona Template
Digital Content and Creative Strategy-Content Creation and Repurposing
Content Creation
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Content Formats
Curation, Personalization, and Repurposing
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Summary
Expert Insights with Kate Talbot
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Digital Content and Creative Strategy-Creative Strategy Development
Creative Strategy and Maximising your Creative Output
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Content Strategy
Channel Specifications for a Launch Plan
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Summary