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Digital Marketing & Communication – José Fernandez / Jean-Philippe Desager – Q1 2019 Table of Content 1. The digital world & the connected consumer 1.1. The Digital world 1.1.1. Impact of technology 1.1.2. Moore’s law and hyperbolic growth 1.1.3. AI and the connected human 1.1.4. Social brands 1.2. The Connected Consumer 1.2.1. Paid, Owned and Earned media 1.2.2. Impact of internet, mobile and social on consumer behaviour 2. The customer journey & Digital Strategy Planning 2.1. The customer journey 2.1.1. ZMOT and McKinsey reviewed Customer Journey 2.1.2. The Digital Customer journey 2.1.2.1. Initial Consideration 2.1.2.2. Active Evaluation 2.1.2.3. Purchase Moment 2.1.2.4. Post-purchase experience 2.1.3. Connected Commerce 2.1.3.1. Business cases 2.2. Digital Strategy 2.2.1. S.T.D.C. Google’s strategic framework 2.2.2. Business case analysis (workgroups presentations) 3. Content Strategy 3.1. Content Marketing
3.2. Digital creative campaigns - business cases review 4. Search Engine Marketing (SEM) and digital advertising 4.1. Search Engine Marketing 4.2. SEO 4.3.

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