NCI Courses

Exploring the basics of the new digital landscape for traditional companies, for digitally "native" firms and for the consumer. Before we dive into digital strategy we need to understand the evolving landscape and "how we got here" and evaluate major online players (Google, Facebook, Amazon) that provide traditional firms with new tools to conduct digital marketing. Key and emerging trends will also be evaluated here.

Students will look at how companies use digital tools to provide and communicate value to consumers and in the process, learn about consumers’ needs and wants. This area will propose a framework for how to prioritize the purpose of digital promotion and then to choose the appropriate tactic, versus choosing the tools another the available online options. Students to gain a critical understanding of Outbound (firm - initiated) vs Inbound (Consumer - Initiated) Marketing. Students will also look at a framework for selecting Digital / Social media.

This topic will look at the Digital Product, Place and Price of marketing. Students will analyse the novel benefits of the "marketing mix" afforded by digital strategies in regards to what to offer (Product), where to distribute it (Place) and how to charge for it (Price). Many of the traditional tenets of these three P's still apply online but the internet creates new opportunities and challenges which are addressed here.

This area deals with how traditional firms i.e those not native to the Internet, that have been producing, distributing, promoting and pricing their goods and services predominately offline, should transition to marketing, online and develop unique organizational capabilities to sustain success post transition. It will look at the pitfalls of transitioning to digital strategies, particularly form firms in those industries threatened by digital only competitors.

This will look at how mobile changes the way managers view digital marketing, its limitations (screen size), advantages (lightweight and consumer data) challenge marketers to be more create.

Understanding how these new consumer behave in today’s evolving landscape is crucial to any digital marketing strategy. The Zero Moment of Truth, or ZMOT which describes a revolution in the way consumers search for information online and make decisions about brands. Today search and ZMOT have continued to grow in importance and scale, and as consumers’ behaviour evolves, so must the ways in which marketers engage those consumers. But in today’s always connected, mobile-first world, how do marketers win ZMOT? Here we will explore how to use ZMOT, online consumer behaviour and Insights to gain a competitive advantage.

Paid: Planning, Managing & optimising campaigns. SEM/ SEO SEM / SEO Defined. Adwords Overview. Google Online Marketing Challenge. Affiliate Marketing and online partnerships, Email, Interactive Display Advertising and Real Time Bidding, Earned: Using Social Media; Viral and WOM in action. Owned: Your Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics.

Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into overall plan. Performance Management.

Key Trends, emerging channels and platforms, best practice within the industry.