Marketing. Student Handbook. Syllabus Version 5.0

Transcription

1 Marketing Student Handbook Syllabus Version 5.0

2 Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of Digital Marketing Institute Limited. This course uses a number of trademarked brand names, symbols, slogans, and logos. Digital Marketing Institute acknowledges that these works are the property of their respective owners and maintains no rights to these trademarks. They are presented here for educational and demonstration purposes only. Digital Marketing Institute Marina House Clarence Street Dun Laoghaire Co Dublin Ireland Tel: +353 (1) [email protected] Copyright 2015 Digital Marketing Institute 1

3 Module Overview Course Outline: Marketing This Marketing module will teach you how to implement and deliver an effective marketing campaign. The session will cover the four foundational aspects of marketing: data capture and subscriber segmentation, design and content, delivery, as well as measurement and reporting. The course lecturer will demonstrate these four components of an marketing campaign at work with examples and illustrations. Marketing, when carried out in a structured, systematic way is one of the most effective forms of digital marketing. Topics covered within the Marketing module include: Key Concepts Structure Campaign Process Delivery Data Capture: online Systems Data Capture: face-to-face Filtering Segmentation Scheduling Design Measurement User Behavior Key Terms and Metrics User Characteristics Split Testing Copy Laws & Guidelines Module Goals: Marketing The Marketing module will enable you to develop the knowledge and skills to create and deliver effective marketing campaigns. You will learn how to grow and manage a subscriber database, and learn about the features within third party systems and solutions. You will be able to plan a marketing segmentation strategy for your target audience and recognize what composes a good design in terms of user-centric content, coherent layout and an attractive design. You will learn about split testing, and will be able to use key metrics to report on the effectiveness of your campaigns, including open rates, Click-Through-Rates (CTR) as well as unsubscribes and Copyright 2015 Digital Marketing Institute 2

4 bounces. You will be able to monitor and evaluate Marketing analytics. Personal Objectives This is an opportunity for you to record your personal objectives for this course that are specific to your job or role or aspirations. Please indicate your personal objectives below: Copyright 2015 Digital Marketing Institute 3

5 What is Marketing? Marketing involves the use of to send commercial messages to potential or current customers, providing a direct line of communication for conversion to sales. Marketing is based on a process-driven approach which helps to deliver effective campaigns and positive results. Definition: Marketing is a form of marketing which uses to communicate targeted, relevant commercial messages to a specific audience based on their profile. Copyright 2015 Digital Marketing Institute 4

6 Glossary of Terms Marketing Marketing is a form of marketing which uses to communicate targeted, relevant commercial messages to a specific audience based on their profile. Permissionbased Marketing Direct Marketing Plan of Action Segmentation Strategies Tactics Targeting Permission-based Marketing refers to any marketing efforts where the recipient of the marketing has opted in or given their permission to the marketer to send them information. Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofit organizations to communicate straight to the customer, with advertising techniques such as mobile messaging, , interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters and outdoor advertising. A Plan of Action is a clear road map for carrying out all the tactics necessary for your strategy. It specifies whom, when, for how long, and what budget or other resources are required for each tactic. It also coordinates them in chronological order where necessary. Segmentation is distinguishing between different groups of subscribers based on what we know (demographics: age, gender) or what we learn about them (interests, preferences). Strategies are the general approach you will take to achieve an objective. (Example: "Increase widget sales through sales calls, direct mail campaign, and sales incentives.") Tactics are the specific actions, decisions, and resources required to implement pre-defined strategies. Targeting involves channeling marketing efforts and resources to specific market segments that have the highest payoff potential. Copyright 2015 Digital Marketing Institute 5

7 Resources and Recommended Reading For the most up to date information on Marketing please see the following online resources: Copy Blogger Marketing Reports The Guide Return Path emarketer See also the following publications for more indepth analysis of the topics in this program: Brodie, Ian. Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Marketing. Rainmaker Publishing, White, Chad and Jay Baer. Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts. Create Space Independent Publishing Platform, Littleton, Nathan. Delivered: The No-Nonsense Guide to Successful Marketing. Lulu.com, Stewart, Keith. Marketing Mastery Made Easy for Marketers. Speedy Publishing LLC, Copyright 2015 Digital Marketing Institute 6

8 Course Slides Slide handouts are available on your course page of the Class Network. Lecture Notes are included in the slides. Practical Exercises Exercises are used throughout the lecture series to reinforce points of learning and important competencies (Modules 2 8). The tasks may be research-based in the context of the module concerned, or reflect the practical application of skills and learning. Though these are not marked, completing the Practical Exercises will be of benefit to your learning and you are strongly encouraged to attempt all exercises. Copyright 2015 Digital Marketing Institute 7

9 Personal Action Plan Now that you have completed this course module on Marketing how will you use the concepts and skills you have learned? Creating a personal action plan can help you to stay on track and on target. In this post-course exercise you will be asked questions to help you plan your short-term and long-term goals. I am already doing these things well: I want to improve these areas: I have these resources to help me: Copyright 2015 Digital Marketing Institute 8

10 As a result of what I have learned in this module, I will My target delivery date is I will track progress using I will review on Copyright 2015 Digital Marketing Institute 9