All current innovation in marketing is through digital channels. This opening module explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live.  We will be showing how you can apply digital concepts across the marketing function in any business.

Topics covered:

• Strategies in Digital Marketing
• Aligning Internet with Business Objectives
• Examples of Great Case Studies
• User Behaviour & Navigation
• Branding and User Experience
• Developing a digital plan

What is Digital Marketing?

Digital Marketing (also Online Marketing or Web Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, tv and radio advertisement.

Digital Marketing channels include, but are not limited to:

• Search Engine Optimisation
• Web Analytics
• Pay Per Click Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing
• Digital Display Advertising
• Mobile Marketing
• Online Video Marketing
• Online PR

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness.  Compared to traditional methods of advertising, Digital Marketing offers rather realistic costs (particularly important for small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.