Digital Marketing Management of Integrated Campaigns1
Digital Marketing Management of Integrated Campaigns
Planning and Implementing IMC Campaigns
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 Manager Skills
Besides the marketing experiences gained before, marketing managers now need to have more than a passing knowledge in the digital realm.
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.
Course Content
Unit 1: Digital Marketing’s Role in the Marketing Mix
Understanding integrated marketing concepts, channels, and strategies.
Unit 2: Common Digital Marketing Terminologies & Metrics
Understanding of digital marketing terminologies and metrics applicable in integrated marketing campaign management.
Unit 3: Campaign Objectives and KPIs
Develop a digital marketing strategy and set key performance indicators (KPIs) for the marketing campaign based on the organisation’s business and marketing objective.
Unit 4: Consumer’s Behaviour
Calibrate the marketing campaign based on the product nature and the expected consumer behaviour based on the profiles of target customers.
Unit 5: Digital Marketing Channels and Audiences
Select marketing channel mix that best suits the target customers. Develop action plan to integrate traditional and digital marketing techniques and assets.
Unit 6: Integrated Campaign Tracking and Reporting
Track and report on effectiveness of campaign, for both digital and offline channels, using a variety of analytical and modelling tools.
Note: If you wish to run a corporate class, you can request for contextualisation of the curriculum to your industry to help your staff understand better on how to manage digital marketing campaigns for your company.
SkillsFuture Credit, Training Grant and Absentee Payroll is applicable.
Certification
Participants who fulfil all requirements will receive a Statement of Attainment (SOA) issued by the SkillsFuture Singapore (SSG).
| Full | Sporeans 21 – 39 yrs old / PRs 21 yrs old & above | Sporeans 40 yrs old & above (MCES1) | |
|---|---|---|---|
| $685.50 | $445.50 | $100.50 | |
| Funding Validity Period 15 Nov 2020 to 14 Nov 2022 | |||
http://www.coursewsq.com/
In countries with different political, economic and cultural backgrounds, marketing should not be static.Even within the same country, marketing approaches are different in consumer goods, B2B business to business industries and services.In the same industry, different companies have different marketing methods.Marketing is about how companies discover, create and deliver value to meet the needs of a certain target market, and at the same time make profits.Marketing is used to identify unmet needs, define and measure the size and profit potential of the target market, and find the most suitable market segment for the enterprise to enter and the market supplies suitable for this segment.Meet the needs of users and even create needs for users
process
(1) Opportunity Identification;
(2) New product development;
(3) Order Fulfillment.
If these processes can be handled well, marketing is usually successful. If any link goes wrong, the enterprise will face the survival crisis.
link
Marketing is a systematic project, which mainly has four links to support the whole marketing system.
Step 1: Product
The second part: Profit mode
Third link: Sales channels
Fourth ring: Communication channel