Foundations of Digital Marketing Strategy

This unit introduces core principles and building blocks of a comprehensive digital marketing strategy, covering audience definition, content planning, channel selection, and measurement. Students will explore how brand and business models interact, practice setting objectives and KPIs, and evaluate emerging tools such as AI, chatbots, and influencer tactics to prepare for campaign design and execution.

Learning Objectives

• Analyze components of a digital marketing strategy—including audience personas, customer experience, content, channels, and sales enablement—to identify strategic priorities for a given business scenario
• Apply attention-driven content and platform tactics (storytelling, content categories, media types, and platform-specific approaches for Facebook, Instagram, YouTube, TikTok, LinkedIn, and Pinterest) to develop a four-week content outline aligned to marketing objectives
• Demonstrate the ability to set realistic marketing objectives and measurable KPIs, map metrics to channels (search, email, social, and paid), and produce a campaign measurement plan using basic big data concepts
• Evaluate the benefits, limitations, and ethical considerations of emerging tools and tactics (AI, conversational agents/chatbots, and influencer marketing) and recommend appropriate integrations into a digital marketing plan