Class 21: Introduction to Digital Marketing
Summary: Comprehensive foundation in digital marketing principles, channels, and strategies for the modern landscape.
Learning Objectives:
- Define digital marketing and its business importance
- Understand digital marketing channels and their functions
- Map the customer journey in digital contexts
Key Topics:
- Traditional versus digital marketing paradigms
- Digital marketing channels: SEO, SEM, social media, email, content
- Consumer journey mapping and touchpoint analysis
- Digital marketing metrics and KPIs31
Activities:
- Digital marketing audit of selected brands
- Customer journey mapping exercise
Channel selection decision framework development