Digital Marketing

Anmeldung

Inhalte

Unit 1

Introduction to Digital Marketing
Measuring Digital Marketing Effectiveness

Unit 2

Digital Marketing Instruments – Overview
Finding the Right Digital Marketing Instrument for Every Situation

Unit 3

(Beyond) The Customer Journey Hype
Optimizing Digital Marketing Activities
Case Study: How to Set Up and Interpret A/B-Tests

Unit 4

The Importance of Data
Best Practice: How to Manage and Prioritize Digital Marketing Activities
Extensive Q&A: Everything You Always Wanted to Ask

Lernziele

In many institutions, operational responsibility for digital marketing lies with either junior marketing staff or external agencies, who often have deep topical expertise, but lack the business perspective.
At the same time, the (official or de-facto) business responsibility for digital marketing often rests with more senior managers – in marketing, sales, business development, finance or other areas - who often have little or no digital marketing background.
This course is intended for

senior managers in non-marketing fields (e.g., business development, sales, finance, accounting, operations)
senior marketing managers without a broad digital marketing background
entrepreneurs.

Through this course, we will help senior managers to become confident and competent decision makers with respect to digital marketing topics.

Zielgruppe

Senior managers will learn to categorize and prioritize digital marketing activities. We will discuss answers to the following important questions:

Which digital marketing options exist in the market?
What are their advantages and disadvantages?
How should I prioritize, given the goals/industry/business model/size of my company?
How can I measure the effectiveness of digital marketing activities?
How do I spend my marketing/sales budget wisely and avoid wasting money in digital marketing?

This course will not make you a digital marketing expert – but it will help you become an effective digital marketing manager.

Methodik

S

Dauer

4 Tage

Inhouse-Qualifizierung

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