Professional Diploma in Digital Strategy & Planning

Nível Avançado

DMILogo DGERT

Desde 2008, o Digital Marketing Institute tem definido o standard global na formação digital. Como especialista digital, tem alargado as fronteiras e desenvolvido programas de ponta que ensinam as últimas técnicas e estratégias de todo o espectro digital, mantendo os profissionais da área à frente da curva.

Com a economia digital em clara expansão, as empresas e indústrias procuram cada vez mais maximizar o poder dos canais digital para gerar leads de alta qualidade, construir notoriedade para as suas marcas e maximizar o retorno do seu investimento.

Como consequência, a procura por profissionais com elevadas competências digitais tem registado um aumento substancial e está a estimular a criação de novos empregos e a promover a competição entre as empresas mais inovadoras, que procuram garantir os melhores especialistas da área.

Digital representa hoje, a nível global, uma fatia crescente das actividades de Marketing com um peso de dois terços de todo o orçamento para canais de Marketing.

DMI Advisory Council

Digital Marketing Diagnostic - Olisipo

Apresentação

Who is this course for?
The Digital Strategy & Planning Program is suitable for individuals who are responsible for the planning, build, execution or measurement of digital strategy and planning – digital marketing or strategy specialists, consultants, executives, or anyone who would
like to pursue a career or enhance their overall digital marketing knowledge base.

The course is suitable for participants with any level of skill or experience and will prepare them to engage specifically with mobile marketing within the overall digital marketing domain.

What can you expect?
Through dynamic lectures, case studies and practical exercises, digital strategy and planning experts will take you through the latest methods, techniques and tools for improving your organization’s digital strategy and brand building efforts.

What will you learn?
The Digital Marketing Institute’s panel of Subject Matter Experts has specifically structured the syllabus to focus on current trends and best practices in digital strategy and planning. Learning how to build a successful digital strategy and leveraging these insights will allow you to gain competitive advantage for both your business and your career.

Programa

The Digital Strategy & Planning Program focuses on the planning, immeasurement of your overall strategy, customer service, communicresourcing across digital channels.

  • There are nine modules in the course:
  1. Introduction to Strategy and Planning
  2. Traditional Communications
  3. Digital Communications
  4. Digital Channels
  5. Social Customer Service
  6. Budget & Resourcing
  7. Big Data & Analytics
  8. Digital Leadership
  9. Strategy Formulation & Plan

MODULE 1
Introduction to Strategy and Planning

The Introduction to Strategy and Planning module will introduce you to the Digital Marketing Institute 3i Methodology and Framework that will empower you to implement a well-considered process of selecting and developing the best digital strategy for your organization. You will learn how to address the complexities of planning as well as you will become familiar with the concept of strategic management and reporting.

On completion of this module, you will be able to:

  • Understand necessary considerations to build your business strategy
  • Differentiate between strategy types
  • Define your business value proposition
  • Identify ways to maintain a long-term strategy and improve it over time

MODULE 2
Traditional Communications

The Traditional Communications module will introduce you to the characteristics and features of the traditional communication channels and will help you learn to recognize their strengths and limitations in context with the new digital opportunities. You will respond to a range of different illustrations showing how you can integrate digital communications channels with traditional marketing approaches.

On completion of this module, you will be able to:

  • Recognize traditional marketing and communication models and challenges
  • Recognize resources you need and outsource specialist skills and knowledge
  • Perform necessary research and map your communications and business plan and objectives
  • Build a media plan, outline your budgets and measure your effectiveness

MODULE 3
Digital Communications
The Digital Communications module will introduce the concept of digital communications and will teach you how you can utilize them to reach and engage with your audience. You will become familiar with the tools and timelines associated with a digital campaign and digital PR activities. The module will also introduce you to the key requirements and regulations within the digital communications field.

On completion of this module, you will be able to:

  • Explain the advantages and challenges associated with digital communications.
  • Familiarize yourself with the tools and timelines associated with a digital campaign and digital PR activities.
  • Recognize how digital PR activities can help spread and amplify a message.
  • Recognize how marketing automation tools and platforms can help to save time, optimize limited resources and improve the ROI on an investment, and how they can use digital communications to research and better understand their target audience.
  • Handle budgetary challenges and requirements when developing an effective digital communications strategy.

MODULE 4
Digital Channels

The Digital Channels module will help you learn to recognize the different digital channels and to assess their value, characteristics and suitability for achieving distinct communication goals. The module will introduce different social media platforms as well as it will contextualize digital landscapes, including Search Marketing (SEO), Email Marketing, Digital Display Advertising, Mobile Marketing, Social Media Marketing.

On completion of this module, you will be able to:

  • Identify the different digital channels and their suitability for achieving distinct communication goals.
  • Contextualize the different social media platforms within the digital marketing landscape.
  • Assess the strengths and weaknesses of email marketing.
  • Utilize email marketing campaigns.
  • Recognize the range and extent of digital ad formats with reference to strong illustrations, relevant examples, as well as current global and national statistics.
  • Explore Social Media Marketing, the opportunities it presents and different social media platforms, including Facebook, Twitter, LinkedIn, and YouTube.
  • Identify the range of different mobile marketing tactics.

MODULE 5
Social Customer Service

The Social Customer Service module will introduce you to methodologies for utilizing social media as a customer service channel. You will examine emerging trends in Social Customer Service and develop your understanding of how leading organizations are using social media to service their customers. The module will also teach you how to strategize, build, measure and scale an enterprise-level social customer service
operation.

On completion of this module, you will be able to:

  • Apply the methodologies for utilizing social media as a customer service channel.
  • Understand how leading organizations are using social media to service their customers.
  • Strategize, build, measure and scale an enterprise-level Social Customer Service operation.
  • Identify the appropriate technology ecosystem supporting the Social Customer Service space as well as the resourcing requirements for successful operation.
  • Identify challenges and tactical approaches required for social crisis management.
  • Assess the function of P2P support communities in Social Customer Service and become familiar with their creation, maintenance and growth.

MODULE 6
Budget & Resourcing

The Budget & Resourcing module enables you to recognize budgeting methodologies for digital marketing activities along with the key concepts and challenges of resourcing for these activities. You will become familiar with the key areas to consider when creating a budget for digital marketing activities as well as gain an understanding of the range of standard documentation necessary to operate safely and securely within the digital communications field.

On completion of this module, you will be able to:

  • Recognize the importance of budgeting and the factors that you must consider  when setting a budget.
  • Identify the key areas to consider when creating a digital marketing budget,  namely personnel, technology, training and processes.
  • Explore the new roles that now exist following the growth of digital media and  learn how to budget for these new roles.
  • Identify the technologies that are available to support the digital marketing  infrastructure of a company
  • Recognize the importance of overseeing and managing budgets.

MODULE 7
Big Data & Analytics

The Big Data & Analytics module will provide you with a broad understanding of Big Data, Advanced Analytics and Artificial Intelligence. You will learn the fundamental frameworks and understand how cutting-edge tools are used to help business succeed.

On completion of this module, you will be able to:

  • Describe the elements and practices that make up an efficient analytics  approach and the main considerations when seeking to construct a formal analytics program for your business.
  • Identify the key concepts of big data, automated data-driven decision-making and artificial intelligence.
  • Understand how analytics underpin the key concepts of iteration and enhancement that allow digital campaigns to be continually adjusted, improved and enhanced.
  • Plan data-driven strategies to develop new insights about your customers, processes and their behaviors
  • Recognize the importance of developing data-driven business models, and ways to provide appropriate incentives for private-sector actors to share and use data for the benefit of the individual, firm and society.

MODULE 8
Digital Leadership

The Digital Leadership module will guide you as you transition from a traditional to a digital strategy and will help you to understand the importance that adopting a digital approach will have to remaining competitive in a rapidly evolving landscape. The module will empower you to coach and lead your team to ensure they are targeting the right customers in the right markets, building the right networks and creating a
consistent brand.

On completion of this module, you will be able to:

  • Bridge the gap between marketing and sales and empower your people to leverage their networks and build relationships to accelerate your business.
  • Act as a social leader, building and maintaining awareness of your digital strategy and implementing effective communication strategies to keep employees motivated and accountable for their individual digital strategies.
  • Measure the ROI of digital and align it to the overall goals of your organization.
  • Monitor the social footprint of team members using social KPIs.

MODULE 9
Strategy Formulation & Plan

The Strategy Formulation and Plan module will provide a structured conclusion to bring together all the strands of the Digital Strategy and Planning Program. It introduces you to methodologies for utilizing a SWOT Analysis to develop SMART objectives and create a coherent strategic plan for your organization.

On completion of this module, you will be able to:

  • Identify the structure of a digital marketing strategy and the documentation required.
  • Carry out a situation analysis of competitor activities, current activities and internal capabilities.
  • Carry out digital research, including an exposition of social listening.
  • Carry out an audience definition exercise, including the creation of audience personas and an explanation of the digital customer and their habits.
  • Create a SWOT analysis and develop SMART objectives in order to decide on the tactics that are most appropriate for the objectives decided upon and how best to implement them.
  • Recognize the importance of an ongoing, high-level process of review using analytics to measure performance against targets and to continually assess and improve your digital strategy.

Certificação

  • DMI

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Professional Diploma in Digital Strategy & Planning

  • Nº Horas
    30h
  • Preço
    Sob Consulta