Hello I'm Russell Williams and I lead the online digital marketing course at the University of abime the online digital marketing course introduces students to key strategic and tactical Concepts important for both understanding the marketplace the digital marketing place as well as how firms can develop an uh sustainable competitive position within it at a strategic level we'll cover a couple of different concepts one of the key Concepts we'll start with is something called the soak framework sac standing for situation analysis objective setting strategy tactic or tactics action.
And control a second framework we'll look at is something called the race framework race standing for reach act convert and engage we'll also be looking at the important concept of the customer Journey now this is important concept because it highlights to firms where they can have points of contact with customers as the students engage in their decision-making process and the key thing for firms is to try and have or create optimal experiences for the customer at those touch points now moving away from strategy or coming down away from strategy into tactics something about those actual touch points where firms look to engage directly with customers or potential customers will consider a number of important Concepts so for example we'll look at uh the customer experience what exactly do we mean by experience is experience given to the customers.
Or can that experience be more optimally co-created with the customer we'll also look at uh service quality service quality is a well-established concept in the physical world but what does it mean in the digital world and we'll be looking at how we tease that out and how we might measure service quality we'll be looking at uh search engine marketing and in particular search engine optimization how is it that firms can create digital assets that will be um highlighted in the search uh processes of consumers or come up when consumers are looking for things we'll also look at the growing Trend and the growing role of influencer marketing so who are these influencers what makes them so powerful is it something about the influencers themselves their characteristics.
Or is it something about what they do their posts we'll also look at the topic of online trust how do we build trust uh when we're out with on normal experience of physical uh in proximity to another person here our engagement with a firm is mediated by a computer or the web how do we how do we send trust signals as a firm to a consumer that makes them feel secure safe to interact with us especially if we're an unknown brand to them and then we'll also be looking at third-party endorsements what's.
The role of intermediaries in helping to establish Trust between uh firms and consumers so we'll be learning about these Concepts through the course and what I want to highlight just to finish this short post off participants Reed dedicated readings they're pointed to specific readings to engage with and these importantly are also complemented by practitioner readings the module is not just about Theory it's about Theory into practice so we'll hear about the theory but we'll also hear about how practitioners are operationalizing that theory but perhaps most importantly the course also has webinars through the semester the course has eight webinars that's face-to-face uh meetings between the student.
And myself the facilitator the course coordinator and in this webinar or these webinars we'll have the opportunity to test some of these Concepts uh look at how they are applied or could be applied and maybe the limits of their apply action in particular context now finally as a footnote to this introduction we're also going to be introducing uh the concept of AI and augmented reality and virtual reality what do these Concepts or tools or techniques what are they adding to digital marketing or what will be their role in digital marketing going forward I look forward to working with you.
J. Amoros
No comments:
Post a Comment