Business & Management
Success in today's business world through marketing is based not only on the size of the digital footprint, but above all on a solid digital marketing strategy. The course is aimed primarily at small and medium-sized companies to tackle a coherent, integrated digital marketing, despite all resource scarcity. We look at the current issues in digital marketing and give you the knowledge and tools to address them from a strategic and practical perspective.

Course Details

Language English
Duration 8 week
Effort 10-12 hours/week
Description

Based on understanding consumer behavior, key activities, success factors, and KPIs, you can sharpen your business strategy and conduct a digital marketing checkup. For your strategic focus, we consider your business goals to define an online value proposition and to develop the digital approach with the right marketing tactics. You also get the basis knowledge on developing an activity plan and monitoring their results.
Based on understanding consumer behavior, key activities, success factors, and KPIs, you can sharpen your business strategy and conduct a digital marketing checkup. For your strategic focus, we consider your business goals to define an online value proposition and to develop the digital approach with the right marketing tactics. You also get the basis knowledge on developing an activity plan and monitoring their results.

As a graduate of the course, you will get a holistic view of what digital marketing means, so you can use it in all areas of your business life.
Our goal is to help you successfully implement your digital marketing activities for your business and immediately apply what you learn in this course. Using your current workplace challenges you will benefit from expert insights, best practice examples, approaches of other companies and discussions with fellow learners.

What you will learn

What you learn in concrete terms


  • What Integrated Digital Marketing is and why it is so important these days.

  • How to evaluate the digital marketing capabilities of your company.

  • How to conduct a simple competitive web analysis.

  • How to choose the most effective digital marketing tool mix.

  • How to create a robust Integrated Digital Marketing Plan and

  • How to outline an action plan for implementing and monitoring your digital marketing strategy.

Plan

Part 1: Introduction to Integrated Digital Marketing


  • Consumer Behavior

  • Key Activities in Digital Marketing





Part 2: Digital Marketing Planning

  • Common Mistakes and Success Factors in Digital Marketing

  • The Integrated Digital Marketing Plan





Part 3: Situation Analysis

  • Introduction to Situation Analysis

  • Consumer Analysis

  • Competitor Analysis

  • Digital Capabilities Check





Part 4: Strategic Focus

  • Introduction and Overview

  • Digital Marketing Objectives

  • Positioning and Online Value Proposition

  • Main Digital Marketing Tactics



Part 5: Action Plan and Constant Optimisation


  • Introduction and Overview

  • The Digital Marketing Action Plan

  • Test and Learn Phase

  • Conclusion


Part 6: Influencer Marketing



Part 7: Course Completion


  • Case Studies

  • Final Assessment

Course instructors

Ute Eisenkolb

Program Director M.Sc. Business Administration with major Innovation Management, FFHS

Ute holds a Master's degree in Economics from the FU Berlin. She worked for many years as a senior investment manager in venture capital. After a stay in the UK, she wo…

Fernfachhochschule Schweiz MOOCs

Created in 1998, the Swiss Distance University of Applied Sciences (Swiss Distance UAS) offers nationally recognised Bachelor and Master's degrees as well as a range of further education courses in economics, information technology, law and health. B…

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