Digital Marketing Mastery: Designing Profitable Sales Funnel

Describe marketing as the study and management of exchange relationships that create a highly satisfied customer base by disseminating knowledge and engaging the target audience.

Understand the marketing concept: anticipate customer needs and wants, and satisfy them better than competitors. Affordability turns needs and wants into demands, guiding profitable marketing strategies.

Explore the history of marketing thought through periodization and major schools of thought, outlining production, sales, and marketing eras and key scholarly classifications.

Explore the marketing environment, including internal and external factors, micro and macro forces, and meso considerations that shape decision making and customer relationships.

Explore audience-centered marketing communications, including personal selling, sales promotion, public relations and publicity, advertising, direct marketing, and media channels to engage audiences and provoke responses.

Explore the brand biosphere's four building blocks—brand, brand matrix, brand management, and branding—and see how brand identity, awareness, trust, and experience shape consumer perception.

Explore the applications and benefits of digital marketing, including revenue growth, brand amplification, multi-channel engagement, consumer validation, personalized content, and real-time, data-driven insights.

Explore the three subsets of the digital marketing structural edifice: introductory edifice, model crafting matrix, and consumer genetics, and examine their subcomponents to build the foundation of digital marketing.

Explore the introductory edifice of digital marketing, its evolutionary landscape, frameworks, and technology matrix, and the shift from traditional to digital eras.

Explore the evolutionary landscape of digital marketing from the dotcom bubble to Web 2.0, highlighting search technologies, e-business, and e-commerce across Porter’s value chain.

Examine how digital marketing evolves from e-commerce and e-business, focusing on e-markets, pull and push strategies, and the automation, digitization, and collaboration driving digital transformation.

Explore push and pull digital marketing, including search, display, and social media strategies, and learn the frameworks and technology matrix powering modern marketing funnels and business models.

Discover how mobile marketing uses wireless tech to reach prospects and personalize campaigns. Apply the ASCOTT digital marketing framework—assess, strategy, channel, operations, and refinement—to create value and track returns.

Explore consumer genetics in digital marketing, including behavioral DNA evolution, consumer versus customer, and how the IBM model guides information input, processing, and decision stages in online buying.

Explore amalgamated communication and integrated marketing communications, analyzing demand patterns, consumer behavior, and web tracking audits to design data-driven digital campaigns and brand equity strategies.

Discover the six strategy roadmap for digital marketing, from business and customer development to digital marketing mix and implementation strategies, with pricing, channels, and product lifecycle considerations.

Explore the communications mix matrix for digital marketing, detailing channel selection across launch and growth stages, budgeting methods, ROI analysis, and how owned media channels and paid media shape messaging.

Explore how the communications mix matrix and the drip model guide differentiated, reinforced, informed, and pursued messaging across digital channels, delivering real-time, personalized promotions along the sales funnel.

Discover the execution infrastructure of digital marketing, detailing lead lifecycle management, lead generation, conversion marketing, lead nurturing, and lead scoring, and how landing pages convert web visitors into leads.

Learn to optimize landing pages and evolve to interactive marketing apps that boost lead generation across channels, using targeted content, smart experimentation, and a lifecycle approach to web development.

Explore web content management systems for real-time content creation and publishing, workflows, templates, and cross-page reuse, then examine user experience versus usability and interaction design approaches.

Explore how digital marketing operational execution unfolds through the campaign ethos and the execution envelope, the two subcomponents that complete the fourth building block of the course.

Explore how search engine marketing blends SEO and paid search to enhance content, target keywords, and guide campaigns from pre-launch to post-launch with ad groups, bids, and extensions.

Explore the evolving digital payments landscape, including electronic clearing service credit and debit, rtg, neft, and imps, while examining consumer protection, payment system integrity, competitive equity, and digital marketing execution.

Explore the six defining digital marketing channels—seo, ppc, social media marketing, email marketing, digital display advertising, and mobile marketing—and learn how goals, on-page and off-page optimization, and analytics drive results.

Explore digital marketing segmentation across B2B and SMB markets, including hyperlocal and geofencing strategies, and how mobile, content, automation, and analytics shape targeted campaigns.