Digital Marketing Management: Campaign Strategy & Planning

Course Overview

Planning Digital Marketing Campaign Strategies

What is Integrated Marketing Campaign

Integrated marketing campaigns combine multiple online and offline channels such as online marketplaces, social media marketing, mobile apps, events, radio etc to promote a product, service or brand.

With advancements in technology, more and more marketing channels are appearing for companies to reach their target audiences. As a result, it is critical for marketing managers to have the knowledge of how to manage and measure marketing strategies that span different marketing channels, and likely different marketing agency vendors.

Digital Marketing Campaign Planning

Besides the marketing experiences gained before, marketing managers now need to have more than a passing knowledge in the digital realm in order to integrate digital marketing into their campaign strategies.

Companies are now increasingly marketing on different channels and using data analytics technology to measure and optimize their campaigns. It is highly desired for marketing managers to know:

• Capabilities of each marketing channel, e.g. audience demographics, cost;
• Objectives and Key performance indicators (KPIs) to set for different campaigns and channels;
• Metrics to collect and measure, from individual campaigns to integrated strategic level;
• How to analyse and report;

With these knowledge, marketing managers will be able to plan marketing strategies and manage the execution by the marketing team or agency effectively.

Course Title

Digital Marketing Management: Planning and Implementing Integrated Marketing Campaigns

Course Objectives

This course is designed for marketing professionals who need to oversee and manage digital marketing agencies on a day-to-day basis.

The objective of this course is to allow marketing professionals to gain a broad understanding of Digital Marketing concept and methodologies, as well as key digital marketing terminologies and metrics. This course will also focus on techniques for managing marketing assets and unifying performance tracking for both online and offline channels.