What is this subject about?
This course provides for students to synthesise learning acquired from all the classes in this programme to assess the digital presence of a real-world client business organisation.
Students apply key digital marketing planning approaches, channels, content and media to develop a cohesive strategic digital marketing action plan for the client organisation as a response addressing authentic digital marketing issue/s and demonstrate how digital marketing mixes can enable organisations to respond with agility to market needs.
What will you be able to do after the completion of this course?
– Analyse the strategic implications of the current digital environment for a client organisation from a macro and microenvironment perspective using a range of existing and emerging digital analysis tools and frameworks.
– Assess the digital presence of the client organisation.
– Develop and justify an enhanced strategic digital marketing action plan against business objectives and market needs.
– Develop a digital marketing mix and justify its adoption for customer acquisition, conversion and retention.
– Illustrate and justify the integration and optimisation of important, appropriate digital channels and content into the enhanced digital marketing strategy.
– Recommend essential monitoring and measurement tools to support the digital marketing strategy including relevant regulatory and legal frameworks.
– Defend the digital marketing strategic plan to a panel of assessors.
