Properly utilizing digital marketing allows you to promote your products and services while building customer relationships through “paid media” and “owned media” initiatives. So how do you put them together to create a comprehensive, effective marketing plan?
This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan. This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results.
Note: This course assumes that you have completed the previous courses in this series, or alternatively, are familiar with the primary paid and owned digital media channels and are acquainted with “customer funnel” and “customer journey” marketing models.
These courses are required to be completed prior to starting this course:
Understanding the Digital Marketing Landscape and the Customer Funnel
Assessing Opportunities in Paid Digital Media
Assessing Opportunities in Owned Digital Media
WHAT YOU'LL LEARN
Decide whether utilizing paid or owned media is the best approach to various marketing objectives
Determine appropriate resourcing across selected channels
Identify metrics you will use to measure performance of marketing campaigns
Develop and implement a comprehensive marketing plan
Establish plans for updating your approach as policies, technologies and needs change
Assistant Professor of Marketing, Johnson Graduate School of Management, Cornell University
Professor Clarence Lee is an assistant professor at the Johnson Graduate School of Management, where he is a Breazzano Family Sesquicentennial Fellow. Professor Lee’s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer behavior using Bayesian statistics, structural econometrics, and machine learning techniques. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech start-ups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. He currently teaches Digital Marketing and Data Analytics & Modeling at both the Ithaca and Cornell Tech campuses.
Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in electrical engineering and computer science from MIT. Prior to pursuing graduate studies, he has conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.
Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing. Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization. This program is also suited for individuals who are looking to improve their ability to converse with marketing team members.
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