Digital Marketing Mastery: Designing Profitable Sales Funnel

Explore the marketing universe and learn the 16 essential building blocks that define marketing, its history, segments, environment, and strategy, to master digital marketing fundamentals.

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.

Trace the history of marketing practice and marketing thought, from ancient activity to the late 19th century term marketing, and explore their reciprocal evolution.

Explore the historical chronology of marketing, from ancient branding and labeling to modern mass marketing, including proto brands, medieval markets, Song dynasty consumer culture, and early marketing education.

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 mix, including the four Ps and the seven-P and eight-P extensions, plus the four Cs guiding customer-focused decisions.

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

Explore marketing research as a systematic process linking producers, customers, and marketers through data collection and analysis to inform opportunities, actions, and performance.

Explore marketing segmentation as the foundation of campaigns, identifying six major segments—geographical, psychographic, demographic, behavioral, generational, and cultural—to target high yield markets.

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.

Craft the strategy formulation, translate it into tactical enunciation, and drive operational execution to ensure a successful marketing campaign.

Explores twenty marketing types, including account based marketing, affinity marketing, digital marketing, email marketing, loyalty marketing, social marketing, product marketing, real-time marketing, and sales marketing.

Three universal definitions frame digital marketing around internet platforms, digital technologies, and data-driven, customized targeting via electronic media and digital networks.

Trace digital marketing history from its 1971 email roots to today's AI-driven, multichannel, data-rich landscape, highlighting CRM, marketing automation, and the rise of social media.

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 four major building blocks of digital marketing—structural edifice, strategy formation, tactical information, and operational execution—and how each subset drills down into sub complements to form the discipline.

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.

Understand the model crafting matrix in digital marketing, including precipitating variables, value chain envelope, and the bricks and clicks shift, with interactive platforms and network effects.

Explore the digitized value chain, from procurement to delivery, and the business model matrix, highlighting six digital value elements—convenience, variety, cost, aesthetics, communication, customization—and online marketing models.

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.

Explore the two main subsets of digital marketing strategy formulation—the evaluation niche and the strategy formulation niche—and examine their subcomponents through visualization to complete the second building block.

Explore the evaluation niche of digital strategy, detailing three complements of strategy formulation and the role of return on investment, core competencies, and segmentation 2.0.

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 evaluation niche and digital marketing strategy formulation, detailing internal evaluation matrix, strategic objective matrix, and ASCO framework to craft a data-driven, customer-focused plan.

Analyze the eight Ps, the STP framework, and resource mapping to build core competencies and set smart digital objectives guided by digital presence analysis.

Explore the digital marketing tactical enunciation as the third building block, and study the platform and communication mix matrix and execution infrastructure for designing a profitable sales funnel.

Explore the enunciation platform and communication mix matrix, mastering media planning concepts, channels, budgets, and key metrics like reach, impressions, CPM, CPC, and CPA for profitable funnels.

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 the campaign ethos and lifecycle management, including seven stages from plan to reconciliation, and five execution models like agency and in-house to optimize pay-per-click campaigns.

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.

Understand on-page and off-page optimization, display campaign management basics, ad formats, programmatic sales, and analytics to measure return on investment across digital marketing campaigns.

Develops the execution envelope by detailing revenue and payment management ethos, loyalty and relationship marketing, and digital revenue models, including subscriptions, ads, and commissions.

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 channels from social media to email, digital display advertising, and mobile marketing by setting goals, selecting platforms, implementing campaigns, and measuring performance.

Explore the global expenditure landscape in digital marketing by analyzing category breakdowns, media shares, format trends, and US industry shares in billions of dollars.

Explore emerging digital marketing trends in 2018, including voice-based marketing with smart speakers, micro-influencers, GDPR privacy, programmatic buying, marketing automation, personalization, and localization to boost conversions.

Explore how cloud computing, augmented intelligence, machine learning, advanced analytics, big data, and the Internet of Things transform digital marketing across the entire lifecycle, boosting effectiveness and reducing costs.

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