An Overview on Digital Marketing and Technology Strategy
What you'll learn
- Advertising Metrics
- Return on Advertising
- Marketing Analytics
- Media Performance
- Digital Strategy
- Media Strategy
- Digital Advertising
- Digital Marketing
- Advertising Analytics
- Technology Strategy
Requirements
- Basic business notions
- Basic Internet notions
Description
This short course is designed to empower the participant in the digital marketing landscape. It provides first a conceptual definition of digital marketing and its relevant for today's business environments. The course then explains the strategical framework and the different types of media as well as a description of media metrics. It also shows examples to compute return on investment for a Bank using Search Ads and Display Ads. Finally, the course provides a quiz to round-up the whole content of Section 1 of the course.
Section 2 of the course provides a glimpse into the concept of Technology Strategy aiming to connect it with Digital Marketing as an Innovation driven by the evolution of the way businesses use the Internet as a market and a medium for advertising.
Who this course is for:
- Beginner business analysts
- Beginner digital marketer
- Beginner digital advertisers
- Beginner digital business strategist
Course content
- Preview00:35
- Preview01:38
- Preview02:39
- Preview02:11
- 02:05Paid Media Management - Search Ads
- 02:12Paid Media Management - Display Ads
- 01:44Measurement of Media Performance
- 01:31Example of Media Measurement - Display Ads Est. Return on Investment
- Preview00:46
- Preview02:48
- 5 questionsReview
Instructor
![Erik Ernesto Vazquez](data:image/svg+xml,%3Csvg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 64 64"%3E%3C/svg%3E){kind=avatar}
- 4.4 Instructor Rating
- 93 Reviews
- 1,475 Students
- 3 Courses
Erik Ernesto Vázquez is the Founder and Director of the MSc in Digital Business & Analytics and a Tenured Research Professor at Leonard de Vinci Business School (EMLV) in Paris, France. He started his career in the private sector holding positions as a consultant, financial accountant, marketing representative and was promoted to a position abroad as regional manager of marketing, pricing and sales for Caterpillar Inc, a company from the Fortune 100s list. Erik moved into the higher education sector becoming the youngest MBA Director for UDEM, an institution accredited by SACS, AACSB and AMBA. In this role, he launched the AMBA accreditation process that drove the institution to obtain this accreditation in 2019. Erik has been an active research member of the SNI National Research Council of Science and Technology (CONACYT) as well as a reviewer for the European Academy of Management in the track of international competitiveness since 2016. He has a doctoral degree from the University of Newcastle upon Tyne in the United Kingdom and Grenoble École de Management in which he specialized in digital business. Erik also holds an MBA of the University of North Carolina and EGADE Business School as well as an Engineering degree from UDEM. His research has been published in top international academic journals such as Harvard Business Review, MIT Sloan Management Review, Electronic Markets, and Journal of Research in Interactive Marketing. Erik also works as a consultant for multinational tech companies such as Oracle. He has contributed to the practice in strategic projects such as the acquisition of the startup Shopnet by the multinational FEMSA as well as its due diligence process during 2018-19.