The Digital Strategy module provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro and micro environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It provides recognition of how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.
Strategic implications of the disruptive digital environment
Relevant insights into key emerging themes within the digital marketing environment
Strategic recommendations in response to the need to acquire, convert and retain customers
Responses to changing customer behaviours
Managing and optimising key channels and content within a digitally enhanced strategic plan
Key digital measures to analyse social, sentiment, search and site behaviour