Digital Marketing Introduction

Good digital marketing is essential for ensuring that your business has an effective way of communicating information out to your customers. Done well, this adds huge benefits to your business, but done badly it can diminish your product or service and your relationship with your customers. What is key to this is identifying the “correct mix” – the correct message, via the correct digital tool, to the correct audience, at the correct stage of their decision-making and having an integrated plan that brings all of the key elements together effectively

By the end you have completed this learning unit, you should be able to:

• Describe the benefits of digital marketing and some key digital marketing principles

• Outline the concept of the “Marketing mix” and apply it to your own business

• Describe what an Integrated Marketing Communications plan is and the key factors it should reflect and information it should contain

The course will provide participants with information around the following topics:

• Digital marketing and its benefits, drawbacks and some key guiding principles

• The concept of the “Marketing mix” and 7P model

• Integrated Marketing Communications and developing an Integrated Marketing Communications Plan