Get Started With Digital Marketing

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About Course

Explore the value of digital marketing and the challenges of digital disruption

On this course, you’ll have the opportunity to explore what digital marketing is and learn the key platforms and types of digital marketing that you can implement in your organization today.

You’ll explore how to build a digital presence on these platforms and investigate how digital technology is impacting and reshaping marketing and business operations.

You’ll be asked to consider arguably one of the largest changes – the transition from in-person to e-customers – in detail.

Led by top digital marketing practitioners, you’ll explore the differences between e-consumer behavior and traditional marketing consumer behavior, as well as how to build online customer relationships.

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What Will You Learn?

  • What will you achieve?
  • By the end of the course, you‘ll be able to...
  • Differentiate between digital marketing and traditional marketing
  • Define different digital marketing channels and presence
  • Critique and analyse the opportunities and challenges which emerge from this digital disruption from macro and micro perspectives
  • Evaluate the impacts of digital technology on consumer behaviour
  • Reflect on the features of e-consumers in conducting online customer relationship building strategies
  • Assess the value and challenges of conducting digital marketing strategies for business development

Course Content

Week 1: Macro Impact on Marketing-Welcome

  • 1.1 An introduction to the course (video)
  • 1.2 The big question

Week 1: Defining digital marketing

Week 1: Digital disruption, are you ready for that?

Week 1: Summary

Week 2: Micro Impact on Marketing-Welcome back

Week 2: E-consumers

Week 2: Decision-making process

Week 2: Digital marketing and your business

Week 2: Summary

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