Who is the program for?
This Masterclass is relevant for any marketing leader or team member who is looking to connect the value of digital with wider marketing principles to ensure a sound, strategic direction for their business. As well as developing valuable skills for individuals, the course aims to generate immediate benefits for organisations with employees who feel empowered to make the right decisions in the digital space.
What you can expect to learn
01/ digital – changing the nature of marketing:
Understanding key digital trends, changing consumer behaviours and consumption habits and the benefits of digital
02/ digital strategy
The marketing mix in a digital age
Defining digital objectives & strategy in-line with corporate and marketing strategy
Development of online target audience and value proposition/s.
03/ customer journey mapping & the role of digital channels:
Understanding and mapping the customer journey
Introduction to the RACE model to plan an integrated marketing approach
04/ digital channel and experience management:
Leveraging digital channels as part of an integrated approach
A closer look at search, programmatic, web, social, email and the role of content
05/ ways of working:
Evolving ways of working to take advantage of the digital opportunity
A look at agile ways of working in a marketing context
06/ data and analytics:
Leveraging data and analytics to power digital ambitions
A look at the world without 3rd party cookies
Changing privacy regulations and the implications for marketers
Navigating the MarTech landscape – tools and technologies available
Selecting the right MarTech to underpin your digital strategy
Defining a measurement framework to measure short- and long-term success
Leverage learnings to improve performance
09/ building a case for change:
Selling the vision to garner stakeholder buy-in
Sizing the investment and staying the course
This program is led by the highly seasoned and regarded Teresa Sperti. A Customer and Digital leader with over 20 years’ experience working for leading brands including Coles, Officeworks and World Vision amongst others.