Silabus Digital Marketing | LMS IIB DARMAJAYA

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	1
What is digital marketing?	Customer lifetime value Segmentation Boston Consulting Group Matrix	2
┬╖ Aligning with your business strategy	Customer centricity Business model Global Strategy Brand	3
┬╖ Aligning with your business strategy	Vision Culture Research and insight KPIs	4
┬╖ Barrier and Consideration	Technology Skill Budget and resources Business priorities Regulation	5
┬╖ Planning	The planning approach The phases approach Goals Objective and strategies Actions plans Controls People Budgeting and forecasting	6
UTS		7
┬╖ 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	13
UAS		14

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