Learning outcomes
Demonstrate an understanding of the opportunities, challenges, and impact of the digital environment.
Examine key digital tools, platforms, and channels, comparing and contrasting bricks and mortar and other physical channels.
Determine how to organize digital marketing activities and build multi-channel capabilities in an organization.
Evaluate methods of monitoring and measuring digital marketing effectively.
SCENARIO
You work as a digital marketing analyst, for Cambridge Digital, a marketing consultancy company. Your companyprovides marketing consultany to many medium and large organisations, both at national and international level. Your company has now been approached by the choice of your large/medium size organisation, who is thinking of establishing or enhancing their presence in the digital world. They are also looking for training materials on digital marketing for their newly recruited fresh graduates in their marketing department. As a result, you are required to write a report to the marketing head of your chosen organisation on the various areas of digital marketing.
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