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Strategic and Digital Marketing

Corporate
Digital Skills

Business Management and Finance

Duration

40 hours

PRESENTATION

This Strategic and Digital Marketing Course It combines traditional marketing strategies with digital techniques and platforms to promote products, services, or brands in the online environment. Strategic and digital marketing is essential in today’s world of business and communication for creating effective strategies, engaging with online audiences, and taking advantage of the opportunities digital for the growth and success of a brand o business.

Objectives

  • Identify the Fundamental Concepts of Strategic Marketing to determine the market segment in which a product is positioned and to develop a marketing plan that will enable the company to grow and stand out to its consumers, always keeping the user's needs in mind.

Syllabus

MODULE 1: FUNDAMENTALS OF MARKETING AND ITS VALUE TO THE COMPANY.

TEACHING UNIT 1. IDENTIFYING BASIC CONCEPTS AND THE EVOLUTION OF MARKETING

  1. Marketing Concept
  2. Current Perspective and Scope of Marketing
  3. Marketing Terminology and Related Concepts

TEACHING UNIT 2. AN INTRODUCTION TO MARKETING AND THE LEVELS OF STRATEGIC MANAGEMENT

  1. Mission/Vision: Product-Oriented and Market-Oriented
  2. Strategic Planning Process

TEACHING UNIT 3. IDENTIFYING THE IMPACT OF DIGITALIZATION ON MARKETING.

  1. Key Concepts in Digital Marketing.
  2. Key Digital Channels for Communication and Customer Acquisition

TEACHING UNIT 4. INTRODUCTION TO THE CONCEPTS OF PRODUCTS AND SERVICES

  1. Principles of Product and Service Design.
  2. Innovation in marketing.
  3. Product Life Cycle.

TEACHING UNIT 5. DEFINITION OF THE DYNAMICS RESULTING FROM PRICING.

  1. Price and purchasing decisions.
  2. Pricing and Value Strategy

TEACHING UNIT 6. IDENTIFYING OPPORTUNITIES IN DISTRIBUTION AND SALES CHANNELS.

  1. Selection of Distribution and Sales Channels
  2. Point-of-Sale Marketing Initiatives

TEACHING UNIT 7. ESTABLISHING THE BASIC PRINCIPLES OF COMMUNICATION THROUGH MARKETING.

  1. Communication and promotional channels.
  2. Effective communication.

MODULE 2: SEGMENTATION, POSITIONING, AND BRANDING

TEACHING UNIT 1. APPLICATION OF SEGMENTATION STRATEGIES AND DEFINITION OF THE TARGET AUDIENCE

  1. Segmentation of potential markets.
  2. Criteria for Selecting the Target Audience.

TEACHING UNIT 2. IDENTIFYING THE BASIC PRINCIPLES OF POSITIONING AND BRANDING.

  1. Branding: Building a Brand
  2. Brand Positioning
  3. Product and Service Positioning.

MODULE 3: INTEGRATION: ONLINE AND OFFLINE MARKETING (DIGITAL MARKETING). THE MARKETING PLAN

TEACHING UNIT 1. CHARACTERIZATION OF THE CUSTOMER'S DIGITAL BEHAVIOR.

  1. The Keys to Transformation in Customer Relations
  2. Comprehensive offline and online customer experience.
  3. Customer Journey Analysis
  4. Digital measuring tools.

TEACHING UNIT 2. DEVELOPING A MARKETING PLAN.

  1. Analysis and Decision-Making in a Real-World Case
  2. Building “hybrid” sales funnels (physical + digital)
  3. Marketing Action Plan
  4. Evaluation and Monitoring of the Marketing Plan
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Are the Educa PHAROS courses eligible for credit?

Many courses can be credited toward the master's programs at Structuralia.
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Facts about our area

+ 1.483

Hours

+88.999

Minutes

264

Courses

Educa PHAROS is a next-generation training model that places a company’s human capital at the forefront. Through a platform that adapts to each company’s corporate identity and offers a total of more than 900 courses, it provides tailored training for each organization. The unlimited flat-rate plan provides each company with the number of courses that best suits its needs, as well as the ability to determine which employees will have access.
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