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Course Introduction

Overview

Learning Objectives

Digital Marketing Fundamentals

Inbound and Outbound Marketing

Paid, Owned, and Earned Media

Strategy, Objectives, and Tactics

Objectives, Goals, and KPIs

Strategy and Tactics

Objective

Tactics

KPIs per tactic

Targets per tactic

The RACE Framework

RACE Framework

R stands for REACH

A stands for interACT

C stands for CONVERT

E stands for ENGAGE

Customer Journey and Competitive Analysis

From Persona and Journey to Strategy

Journey and Searches

From a Journey Map to a Conversion Path

RACE for Competitive Analysis

Reach

Convert

Engage

Bringing Competitor Analysis Together

Practical Application

Exercises

Social Media Analysis Using RACE

Create a (Digital) Journey Map

Welcome to the "Introduction to Digital Strategy" course, your comprehensive guide to mastering the modern digital marketing landscape. In today's hyper-connected world, having a robust digital strategy is no longer optional; it is the absolute cornerstone of business success and growth.

Welcome to the "Introduction to Digital Strategy" course, your comprehensive guide to mastering the modern digital marketing landscape. In today's hyper-connected world, having a robust digital strategy is no longer optional; it is the absolute cornerstone of business success and growth. This course is meticulously designed to take you from the foundational concepts of digital marketing to the practical application of advanced strategic frameworks. You will start by exploring the core differences between inbound and outbound marketing, and understand how to effectively leverage Paid, Owned, and Earned media to maximize your brand's visibility. As you progress, we will dive deep into the mechanics of setting actionable objectives, defining clear goals, and tracking Key Performance Indicators (KPIs) to measure your success accurately. A major highlight of this course is the in-depth exploration of the RACE Framework (Reach, Act, Convert, Engage), a proven methodology for structuring your digital marketing activities and conducting thorough competitive analyses. Furthermore, you will learn how to map out the customer journey, transforming buyer personas and search behaviors into high-converting pathways. By the end of this program, you won't just understand digital strategy in theory; you will apply it through hands-on exercises, including social media analysis and creating your own digital journey maps. Whether you are an aspiring marketer, a business owner looking to scale, or a professional aiming to sharpen your strategic edge, this course provides the tools, tactics, and insights needed to thrive in the competitive digital arena. Enroll today and start building strategies that drive real, measurable results.

Introduction to Digital Strategy

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            <p>Digital strategy has evolved from a supplementary marketing effort into the backbone of modern business growth. Navigating this landscape requires a deep understanding of how to attract and retain customers through diverse channels. This course explores the fundamental pillars of digital marketing, distinguishing between inbound and outbound methodologies while examining the critical roles of paid, owned, and earned media. By establishing a strong theoretical foundation, participants will learn how to align digital initiatives with broader organizational goals, ensuring that every online interaction serves a clear purpose.</p>

<p>Beyond basic concepts, the curriculum delves into the structural frameworks necessary for executing high-impact campaigns. Central to this is the RACE framework—Reach, Act, Convert, and Engage—which provides a roadmap for managing and optimizing the customer lifecycle. Students will master the art of setting measurable objectives, defining Key Performance Indicators (KPIs), and conducting thorough competitive analyses. Through the lens of customer journey mapping and practical exercises, this course bridges the gap between abstract strategy and real-world application, empowering learners to build comprehensive digital plans that drive measurable results.</p>
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