SILABUS DIGITAL MARKETING | LMS IIB DARMAJAYA

RENCANA PERKULIAHAN:

Bahan Kajian	Sub Bahan Kajian	Pertemuan
What is digital marketing?	A history of digital marketing The 4Ps of marketing PorterΓÇÖs five force Brand or perceptual positioning map	1
	Customer lifetime value Segmentation Boston Consulting Group Matrix	2
Aligning with your business strategy	Customer centricity Business model Global Strategy Brand	3
	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
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

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