Overview
Digital marketing is now. Every minute your customers and stakeholders make decisions about your organisation online. Your understanding and decision-making as a result must be effective. However, leading your team and/or directing outside marketing partners can be overwhelming with the constant evolution of the digital landscape. New tools regularly bring fresh learning curves and jargon, making comprehension and decision-making ever more challenging. At the same time, multiple parts of your organisation may each be leveraging different tools without integration into a centralised enterprise-level strategy.
Our Mini-MBA in Digital Marketing and Social Media will empower you to think both strategically and tactically. You will be provided with the tools to think and act in an effective digital manner to lead your team and/or organisation and outside partners, support and track the discrete efforts across your organisation, and synthesize the data to measure return on investment.
Digital marketing is a constantly evolving and increasingly important discipline within modern marketing. This course will enable you to build essential skills in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities.
Agenda
The agenda below includes an overview of suggested content for the sessions. Content and timings may be subject to change following feedback and session planning. Throughout each session, the Tutor will discuss the application of topics discussed to the workplace, everyday conversations and applying policies.
This session covers some of the key skills needed by a marketing practitioner operating in a digital environment.
Key Themes:
- using digital planning frameworks to align business objectives with campaign objectives
- planning and implementing digital communications tools, including search engine marketing, email marketing, digital PR, content marketing, email marketing and affiliate marketing
- using segmentation techniques for effective campaign implementation and management
- developing and using website personas for acquisition and conversion (research and web analytics)
- planning successful campaigns by developing online value propositions and understanding buyer behaviour
- branding for digital communications
- understanding campaign timing and integration issues
- building online customer relationships
This session covers some of the key skills needed by a marketing practitioner or strategist operating in a digital environment.
Key Themes:
- E-CRM and online loyalty tools
- GDPR- Data and data quality management (including legislation)
- databases and channel integration
- profiling, segmentation and targeting
- data mining and data modelling
- website usability and conversion – landing page optimisation, responsive website design, psychological approaches to content and design
- website project management
- online testing and customer journey mapping
- campaign integration – online and offline tools
This session will explore the impact and growing importance of social and digital media on modern society and organisations.
It will help delegates to evaluate, project and apply the practical applications of such media to their everyday initiatives. The delegate will be able to begin to develop and employ practical and technical skills in multimedia applications in the development of appropriate social media strategies.
It will examine dominant and emergent social media forms and the most influential digital media technologies in the context of a variety of themes.
- interactivity as persuasive strategy, from social media to video games
- virtual reality and virtual identity
- the citizen as consumer in the digital age
- empowerment: communities of activists, consumers, viewers, users and fans
- the uses of social media in corporate and political media relations activities
- digital media market uncertainty
- multiplatform media, viral media and user-generated content
- professional practice in social media - reputation management
- profile-raising online
- the impacts and uses of mobile technologies: the rise of the app
- the application of social and digital media technologies, forms and trends to marketing and communications projects
This session will explore the convergence of communicative technologies for advertising and branding in modern society. Particular emphasis will be placed on the changes in the form and function of consumers’ relationships with companies and other sponsors/users of emerging reciprocal communicative technologies. The practices, impacts and implications of convergence will be considered in the following contexts:
- Advertising, marketing and societies in the 21st Century
- Mobile technology – tablets and phones
- Interactive media
- Ethical marketing
- Smart TV advertising
- Augmented reality
- Case studies
- Emerging technologies
Tutor(s)
Matt Eld, Director, Pantone Consultancy
Matt is an expert in marketing strategy and business transformation. He is a senior leader with over 25 years’ experience of improving and growing businesses, gained from a variety of senior management roles.
Matt has held MD and Director posts in a FTSE 250 organisation, Marketing and Communications agency, and as a business owner.
A CIM Marketer by background, Matt has amassed a wealth of commercial transformation and marketing communications experience.
He is an accomplished communicator and is skilled at operating at all levels of the organisation, analysing and quickly establishing business challenges and developing sustainable solutions.
He has strong influencing and negotiation skills and can drive transformation change to success with authority and a clear vision.
His broad range of experience covers multiple disciplines including marketing, communications and crisis management, commercial development, change management, organisational development, IT & technology deployment, project management and business improvement.
Who he works for:
Matt has worked with a variety of large and high-profile organisations in a range of sectors, including:
- Media and Publishing
- Premier League Football
- Local Government and regeneration
- Education and Training
- Hospitality
- Engineering
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Benefits
On completion of the course, delegates will have an understanding of:
- Key digital technological developments and their impact on organisations today
- Core digital marketing tools and techniques including search engine marketing, content marketing and affiliate marketing
- How these techniques can be used within successful digital marketing campaigns
- Key digital marketing metrics – what they mean and how they can be measured
Who Should Attend?
Mini MBA Digital Marketing and Social Media course is aimed at marketers, those who are working in supporting marketing roles, usually within the marketing function, but also individuals in more senior roles, particularly in SMEs, where marketing is an element of their responsibilities. It has been designed for delegates from across the public, private and not for profit sectors.
