Saskatchewan Polytechnic
Log in Sign up

Digital Marketing Strategy - F23

DMK 102
Closed
McMaster University Continuing Education
McMaster University Continuing Education
Hamilton, Ontario, Canada
EB
Emily Baillie
Educator
(1)
4
Timeline
  • September 11, 2023
    Experience start
  • December 10, 2023
    Experience end
General
  • Continuing Education
  • 20 learners; individual projects
  • 30 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/1 project matches
  • Anywhere
  • Academic experience
  • Any company type
  • Any industries
Categories
Digital marketing Social media marketing Communications Market research Marketing strategy
Skills
marketing research marketing research digital marketing
Project timeline
  • September 11, 2023
    Experience start
  • December 10, 2023
    Experience end
Overview
Learner goals and capabilities

This semester students working in small groups will apply their knowledge in digital marketing strategy to help your organization seize a marketing opportunity, develop a strategic digital marketing plan, or solve a current digital marketing challenge. The students will consider marketing research, strategy, digital promotional tools and marketing best practices to create a plan, report and presentation.

Expected outcomes and deliverables

Students will submit a report including their research, analysis, insights, and recommendations.

Students will also submit a pdf slide deck summarizing their key findings and recommendations to share with your employees.

Project Examples

Examples include but are not limited to:


  • Digital marketing strategy review/audit: Providing recommendations on what methods you can use to leverage and improve your current digital marketing strategy, based on your organization's budget, goal(s), audience and current marketing activities.
  • Digital marketing strategy: Providing insight and recommending sustainable strategies related to the Marketing Mix (Product, Place, Price and Promotion) and general digital marketing focuses on Education, Engagement, Entertainment and Experience.
  • Social Media: An analysis of how to leverage social media channels to reach both current and new customer groups
  • Conduct external analysis (including customer, competitor, market and environment) and marketing mix performance.
  • Developing a persona that can be used as a concrete marketing tool to assist with decision-making.
  • A content calendar to guide the production of material to be used, batched and re-purposed on multiple digital platforms.
  • Content templates and/or content ideas/guidance to apply to visual and narrative strategy.