In this unit, students will explore the definition, significance, and key channels of digital marketing. They will gain insights into how digital marketing has evolved over time and its importance in contemporary business strategies. Topics include the role of websites, SEO, SEM, social media, and email marketing in digital campaigns.
Students will dive into market research techniques, buyer persona creation, and customer journey mapping. They will learn how to conduct effective audience analysis to identify target demographics, preferences, and pain points. The unit covers methods for gathering and analyzing data to inform digital marketing strategies tailored to specific audience segments.
This unit focuses on setting SMART goals, budgeting, and developing comprehensive digital marketing plans. Students will learn how to define clear objectives aligned with business goals, allocate resources efficiently, and create action plans to achieve desired outcomes. Topics include campaign ideation, implementation, and evaluation.