Foundations of Digital Marketing Strategy

This unit introduces the core elements of an integrated digital marketing strategy, including audience definition, content planning, channel selection, and measurement. Students will learn to translate business models and brand positioning into marketing objectives, content frameworks, and data-informed KPIs while gaining a basic understanding of AI-driven tools that support engagement and measurement.

Learning Objectives

• Analyze the components of an integrated digital marketing strategy (attention, value propositions, business model vs. brand) to recommend strategic priorities and realistic campaign goals
• Develop buyer personas and map the customer experience to align sales enablement needs with targeted messaging and outreach tactics
• Apply content marketing principles and platform characteristics to create a three-month content and channel plan using content categories, storytelling, and a content library
• Evaluate key performance indicators and data sources (including big data and AI-driven tools such as conversational AI/chatbots) to define measurement approaches and optimize campaign performance