This course introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and targets.

At the end of this course, students should be able to:

• Identify the core principles and purposes of digital marketing
• Differentiate between inbound and outbound marketing strategies
• Distinguish between examples of digital media used in digital marketing
• Differentiate between the characteristics of traditional marketing and digital marketing
• Recognize the benefits of combining traditional and digital marketing for an organization
• Distinguish between the principles of the DMI 3i Methodology for digital marketing
• Distinguish between the different digital channels and the opportunities they provide for business online 
• Recognize the relationship between the marketing functions and the stages in the buyer’s journey
• Recognize how to develop SMART objectives for a digital marketing plan
• Recognize good examples of SMART marketing objectives
• Identify the key audience research categories that enable understanding of your audience and communities of interest
• Distinguish between audience research and social listening platforms and the varieties of insights they provide
• Match social listening and audience research tools to examples of the data and insight they can provide · Recognize the benefits of conducting cultural research
• Recognize how competitive research platforms and tools aid in extracting insights on competitors
• Recognize how Industry trend research provides insight into an industry
• Recognize how to use effective digital research to help drive online retail sales
• Differentiate between each stage of the Buyer’s Journey
• Distinguish between the five marketing functions and their associated marketing activities
• Identify the value of a 360 digital marketing campaign
• Recognize the relationship between the marketing functions and the stages in the Buyer’s Journey
• Appreciate the value of the key concepts, principles, procedures, and tools associated with the discipline of Digital Marketing
• Use the PROPEL model, as the framework for planning a digital marketing