RDMD 130

Multichannel Marketing Campaigns

The Multichannel Marketing Campaigns course is set up as a strategic and practical guide to designing, conducting and measuring multichannel marketing initiatives ' for B2B and B2C brands. The course is designed to teach the fundamentals of 21st Century Digital Marketing ' based on creating on-going, seamless customer experiences across digital and traditional channels. Included in the foundational topics covered in this class are the three stages of marketing: The New Customer Journey, and Why the Marketing Campaign is dead; Developing customer journeys ' the fundamentals; Content, Channels and Measurement for Consumer Journeys. In addition, this course will look at the principles of paid, owned, and earned as converged digital marketing, and the role of diagnosing the channels for acquiring new customers.