Digital Marketing Strategy Course
Do you have a digital marketing strategy? Do you know that if you don’t manage your organisation’s digital media presence, chances are your customers will manage it for you and not always in the most favourable way.
As part of the University of Salford’s commitment to delivering the best digital training available, Salford Professional Development have created this one day Digital Marketing Strategy course. The course is aimed at busy executives who want to have a theoretical understanding of digital marketing as well as some basic hands on practical experience. Particular emphasis will be placed on Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) in order to develop integrated communications across all digital marketing channels of your organisation.
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This knowledge will enable you to develop a better understanding of your online consumer and their journey to your digital assets. By taking the course you will be better placed to develop your digital marketing strategy and to implement basic techniques for managing day-to-day digital marketing operations.
Working from your business objectives, you will be able to draft some key performance indicators for your digital strategy as well as identify key social networks for your organisation. The main focus of this course is to offer you a broad overview of digital marketing options and to help you to start refining your digital marketing strategy.
Richard Dron is the Technical Innovation Officer at Salford Business School, where he specialises in action research that delivers solutions to live industry problems. Professionally he has worked as digital project manager encompassing web development and online social media presences. He is a member of the award winning centre for digital business within the business school.
Richard’s research and consultancy relates to digital influencer marketing and managing online misinformation. His current projects include action research into SME strategies for the management of social media, implementation of information systems solutions in business and commercialisation of digitally innovative products.
Where are we now?
ZMOT (Zero Moment Of Truth)
Online customer journey to online purchase
SWOT (Strengths, Weaknesses, Opportunities and Threats of current digital presence)
PESTLE (Political, Economic, Socio-cultural, Technological, Legal and Environmental factors analysis) of digital presence
Where do we want to be?
Mission/vision link to the overall business strategy
Buyer persona development (e.g. keyword research, networks research, influencer’s analysis)
SMART (Specific, Measurable, Achievable, Realistic,Time Bound) Digital objectives
How do we get there?
KPIs (Key Performance Indicators)
Resourcing / implementation (people, financial investment, culture, tools, techniques)
Monitoring/ management tools and techniques
Draft strategy template
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