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Digital Marketing Course Overview module 1

Oct 17, 2024

Introduction to Digital Marketing

Presenters

  • Javier Laquidain
  • Luis Dinis

Course Structure

  • 5 Modules + Group Work Presentation
  • Topics covered:
    • Digital Transformation in Corporations and Consumers
    • Digital Marketing Maturity and Media Planning
    • Key Players and Solutions in Digital Marketing
    • Growth Marketing, e-Commerce, and Measurement
    • Artificial Intelligence (AI) and Lifetime Value in Digital Marketing
  • Group Presentations (65% of grade)
  • Individual Exam (35% of grade)
  • In-class Participation (15% of grade)

Group Project Overview

  • Create a 100% digital online grocery company in Spain
  • Budget: €5 million, with €2 million for customer acquisition and retention
  • Goal: Reach 500K paid customers by the end of year two
  • Key Project Elements:
    • Define the digital strategy
    • Use digital transformation frameworks
    • Define Key Performance Indicators (KPIs)
    • Implement AI use cases in strategy
    • Create a digital marketing plan
    • Understand consumer behavior in the online grocery sector
    • Develop a media mix funnel
    • Formulate growth and product strategy
    • Design growth marketing acquisition and retention strategies
    • Plan for measurement and attribution

Module 1 Focus

  • Evolution of business models with AI
  • AI transformation in corporate world
  • Marketing in the AI Era
  • Concerns around Digital & AI

Key Concepts in Digital Transformation

  • Profound impact on business activities and processes
  • Embracing technology with a supportive culture
  • Driven by technological revolution and consumer behavior
  • Customer experience from digital business to digital company
  • Digital transformation framework

AI in Marketing

  • Importance of data, algorithms, and computing power
  • Roles of marketers in steering AI
  • AI-powered creative assets and insights
  • Use cases in AI across various industries

Marketing in the AI Era

  • Challenges for CMOs
    1. Uncovering and capturing unpredictable demand
    2. Driving ROI
    3. Navigating data duality
  • AI adoption and impact on revenue

Concerns in Digital & AI

  • Ethical, privacy, and freedom of speech concerns
  • Measurement challenges: ad views, engagement, and ROI
  • IAB's definition of a viewable impression

Module 1 Quick Review & Evaluation

  • Summary and reflection on learned concepts and applications

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