Additional Information

Digital Marketing

Awareness

Understand the impact of digital media on marketing communications

Knowledge

  1. Type of digital marketing channels including paid digital marketing channels, owned digital marketing channels and earned digital marketing channels
  2. Types of digital media technologies, including technologies to analyse media outreach, to develop interactive media and to distribute digital contents
  3. Types of buyers’ personas including consumer psychology and search behaviour
  4. Methods of social listening

Abilities

  1. Explain the pros and cons of the different types of digital marketing channels
  2. Operate digital media technologies in engagement marketing
  3. Identify different types of consumers and their needs
  4. Understand how consumer interacts with a brand on the path to purchase
  5. Use social listening for community management such as identifying customer pain points and responding to customers’ questions, complaints and comments
View details
Adoption

Design targeted digital marketing campaigns using marketing analytics

Knowledge

  1. Components of a digital marketing plan
  2. Application of consumer analytics in digital marketing
  3. Digital marketing testing process
  4. Metrics for digital marketing campaigns
  5. Digital marketing optimisation techniques

Abilities

  1. Monitor digital conversations to collect feedback from customers to differentiate brand, product or service
  2. Design a targeted digital marketing plan using consumer analytics
  3. Conduct testing of digital marketing components including content and consumer engagement
  4. Launch digital marketing campaigns
  5. Measure performance of digital marketing campaigns by monitoring traffic quality, click through rates and sales conversion rates across accounts
View details
Advocacy

Establish a robust digital marketing strategy integrated with a distinctive customer strategy

Knowledge

  1. Digital marketing landscape
  2. Growing trends and new frontiers in digital marketing communication including rise of mix-reality technologies

Abilities

  1. Identify technology trends and evolving social behaviours that may support or impede the business growth
  2. Define digital marketing priorities, programmes and campaigns aligned to business priorities and brand strategy
  3. Drive innovative marketing solutions through digital channels to improve the customer experience
  4. Define design principles, desired functionalities and user experience parameters for digital marketing
  5. Define benchmarks and tracking metrics to measure performance of digital marketing campaigns
View details