Module 1: The six steps of the customer journey: your path to an omnichannel company
This module introduces how the new modern marketing landscape evolved, and examines the strategic decisions which organizations need to take to fully develop integrated marketing communications.
Module 2: Becoming omnichannel: using social media, mobile ads and a digital marketing plan to make all your channels consistent
This module explores how individual digital channels work, what their main traits are, and where they fit in in the overall customer journey. Details such as cost and average industry performance will also be addressed for each channel, as well as common formulas used to integrate channels.
Module 3: Using data analytics to enhance the customer experience
In this module, participants will learn how to measure the performance of each individual channel, as well as the overall return on investment of specific marketing campaigns. Theoretical concepts will also be complimented with practical sessions and workshops.
Module 4: Looking to the future: Marketing technology trends
As technology continues to advance at a rapid pace, keeping up with the latest trends is essential in digital marketing. This final module will examine the latest developments in fields such as Customer Tracking, Marketing Automation, Big Data and Artificial Intelligence.