An Overview on Digital Marketing and Technology Strategy

This short course is designed to empower the participant in the digital marketing landscape. It provides first a conceptual definition of digital marketing and its relevant for today's business environments. The course then explains the strategical framework and the different types of media as well as a description of media metrics. It also shows examples to compute return on investment for a Bank using Search Ads and Display Ads. Finally, the course provides a quiz to round-up the whole content of Section 1 of the course. Section 2 of the course provides a glimpse into the concept of Technology Strategy aiming to connect it with Digital Marketing as an Innovation driven by the evolution of the way businesses use the Internet as a market and a medium for advertising.

Requirements Basic business notions Basic Internet notions