Course curriculum

  • 1

    Section 1: Introduction to digital marketing plans

    • 1.1 Welcome to this unit!

    • 1.2 Introducing plans and budgets

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Determining requirements

    • 2.1 Welcome to section 2

    • 2.2 Introduction to determining requirements

    • 2.3 Understanding the digital customer journey

    • 2.4 Using multi-channel strategies

    • 2.5 Using awareness strategies

    • 2.6 Using engagement strategies

    • 2.7 Using conversion strategies

    • 2.8 Using advocacy strategies

    • 2.9 Developing actionable, data-driven insights

    • 2.10 Consulting with stakeholders

    • 2.11 Understanding important financial concepts

    • 2.12 Understanding financial considerations and requirements

    • 2.13 Section 2 quiz
  • 3

    Section 3: Creating a digital marketing plan

    • 3.1 Welcome to section 3

    • 3.2 Introduction to creating a digital marketing plan

    • 3.3 Setting objectives

    • 3.4 Forming KPIs

    • 3.5 Defining the target audience

    • 3.6 Analysing internal and external factors

    • 3.7 Tools and technologies

    • 3.8 Creating an action plan

    • 3.9 Ethical considerations

    • 3.10 Legal considerations

    • 3.11 Creating a multi-channel marketing plan

    • 3.12 Digital marketing plan template

    • 3.13 Tips for setting an annual digital marketing budget

    • 3.14 Gaining final approval for your plan and budget

    • 3.15 Section 3 quiz
  • 4

    Section 4: Implementing a digital marketing plan

    • 4.1 Welcome to section 4

    • 4.2 Introduction to implementing a digital marketing plan

    • 4.3 Communicating your plan

    • 4.4 Aligning multi-channel content

    • 4.5 Using testing

    • 4.6 Monitoring progress

    • 4.7 Adapting your plan

    • 4.8 Section 4 Quiz
  • 5

    Section 5: Evaluating a digital marketing plan

    • 5.1 Welcome to section 5

    • 5.2 Introduction to evaluating a digital marketing plan

    • 5.3 Finding trends

    • 5.4 Assessing impact

    • 5.5 Calculating ROI

    • 5.6 ROI calculator template

    • 5.7 Researching trends and best practices

    • 5.8 Analysing budgets

    • 5.9 Digital marketing budget report template

    • 5.10 Presenting recommendations

    • 5.11 Section 5 Quiz
  • 6

    Section 6: Digital marketing plan summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of digital marketing

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 AI Trends for Marketers

    • 7.3 The State of Digital in Australia Report

    • 7.4 10 Competitive Analysis Templates From HubSpot

    • 7.5 Calculating your digital marketing budget

    • 7.6 5 Key differentiators that set companies apart

    • 7.7 Building a Competitor Monitoring Plan

    • 7.8 The Global State of Digital Report 2023

    • 7.9 Developing Customer Loyalty and Retention Strategies that Delight Buyers

    • 7.10 Data-Driven Market Research and Competitive Analysis

    • 7.11 HubSpot 2023 State of Marketing Report

    • 7.12 Customer Experience (CX) Industry Report

    • 7.13 State of CX Research Report

    • 7.14 Gartner Marketing Predictions for 2024

    • 7.15 Digital Customer Journey Template

    • 7.16 Social Media Trends Report 2024

    • 7.17 Customer Profile Template

    • 7.18 The Future of AI Marketing Report

    • 7.19 What is a Difference Engine? The Power of Brand Differentiation

    • 7.20 Cost-Effective Marketing for Ambitious B2B Companies

    • 7.21 Glossary of Digital Marketing Terms