Bahan Kajian

Sub Bahan Kajian

Minggu

• What is digital marketing?

• A history of digital marketing
  
• The 4Ps of marketing
  
• PorterΓÇÖs five force
  
• Brand or perceptual positioning map
  

• Customer lifetime value
  
• Segmentation
  
• Boston Consulting Group Matrix
  

• ┬╖         Aligning with your business strategy
  

• Customer centricity
  
• Business model
  
• Global Strategy
  
• Brand
  

• Vision
  
• Culture
  
• Research and insight
  
• KPIs
  

• ┬╖         Barrier and Consideration
  

• Technology
  
• Skill
  
• Budget and resources
  
• Business priorities
  
• Regulation
  

• ┬╖         Planning
  

• The planning approach
  
• The phases approach
  
• Goals
  
• Objective and strategies
  
• Actions plans 
• Controls
• People
  
• Budgeting and forecasting
  

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UTS

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┬╖         Search Engine Optimization

• A history of SEO
• Researching your SEO strategy
• Technical SEO
• Site structure
• Content
• Mobile
• Location
• Penalties
• Organizational structure and SEO

8

┬╖         Paid search

• An introduction to paid search
• Setting up a campaign
• Measurement and optimization
• Advance paid search
• Managing paid search campaign ΓÇô humans vs robots

9

┬╖         Display

• A brief history
• Programmatic advertising
• Types and format of display advertising
• Ad servers and technological delivery
• Types of display campaign
• Planning and targeting display campaigns
• Display campign measurement and attribution modelling

10

┬╖         Social Media

• A history of social media
• Customer service and reputation management
• The SEO angle
• Types of social media

11

┬╖         User experience and tranformation

• User experience
• Digital transformation

12

┬╖         CRM and retention

• Defining CRM and retention
• Contact strategy
• Cross-selling and up-selling
• Predictive analytics
• CRM System
• Social CRM
• Loyalty

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UAS

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