The Digital Marketing Planning module forms part of the Diploma in Digital Marketing and focuses primarily on the digital marketing plan and the factors that influence its development and success as part of the organisational strategy.
The Digital Marketing Planning module consists of 5 key elements:
- Online And Traditional Marketing Concepts And Applications
- Online Business Models
- Environmental Factors Impacting On Online Activity And Plans
- The Digital Marketing Mix
- Develop A Digital Marketing Plan
If you have previously completed the CIM e-Marketing Award (2006 syllabus) then you are entitled to an exemption for the digital marketing planning module. If you have previously gained other marketing qualifications such as the CIM Professional Certificate in Marketing you may also be exempt from other modules that form part of the qualification you are interested in. CAM Exemptions.
Digital Marketing Planning Module Overview
1. Online And Traditional Marketing Concepts And Applications
This first of the digital marketing planning module element considers the development of the online consumer including the importance of maintaining a customer focus, their power position and overall experience, particularly in comparison to traditional marketing concepts.
2. Online Business Models
The internet provides a myriad of income generating opportunities and this element considers the various streams available such as lead generation and network marketing and evaluates them as part of the digital marketing plan. Furthermore it considers the use and design of websites with varying levels of complexities with consideration to its suitability for purpose and serving the audience and focusing the online plan.
3. Environmental Factors Impacting On Online Activity And Plans
There are many new and developing technologies such as blogs, podcasts, forums and widgets that are increasingly influencing online marketing plans; this element considers their scope, the opportunities they present and their suitability through evaluating factors such as cost, availability, interactivity and flexibility. In addition to this you will develop a marketing audit that considers aspects including the external environment, competitors, segmentation and loyalty.
4. The Digital Marketing Mix
As part of this element you will consider the various digital marketing mix elements including the type of product offered, price and appropriate strategies, place including the different distribution methods such as intermediaries, on and offline promotional tools such as email, online PR and social networking and other elements that can be used to develop the online experience further.
5. Develop A Digital Marketing Plan
The final element focuses on the development of a digital marketing plan which includes appropriate objectives, marketing strategies such as retention or acquisition, an integrated action plan and relevant measurement and control mechanisms.