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Given the rapid growth in social and digital media, there is a great demand for marketing professionals who can successfully use digital analytics to gain insights into customer decision-making, assess the success of marketing activities, and to strategically act on these analytics to make marketing decisions. 12 credits Three required electives focus on digital marketing as an integral part of a firm’s overall strategy, and aim to provide students with sufficient depth in both strategic aspects of digital marketing and methods of digital analytics, to be able to successfully use this knowledge to meet marketing and firm objectives. In addition, all students must pursue at least 3 credits of a 5000-level Management course. This course provides a framework for developing marketing strategies in digital environments. This course provides a framework for using website and social media analytics tools to support marketing decisions. This course takes a strategic approach to the design, coordination, integration, and management of marketing communications. One additional marketing elective aligned with individual objectives, including courses in Strategic Brand Management, Marketing Research and Intelligence, New Product and Service Innovation Management, Pricing and Revenue Management. 6 additional credits This specialty supplements the Digital Marketing Strategy concentration with a deeper focus on marketing analytics methods and their application to marketing decisions.
It is extremely important that prospective students make informed choices regarding the selection of an graduate program, and attending an infosession is a valuable way to gather the missing pieces.UConna??s graduate business infosessions are an ideal opportunity to learn first-hand about our highly ranked programs, meet with admissions representatives and hear from some of our faculty members. Charting a digital strategy roadmap was on the syllabus when Dean Hanlon of Razorfish came to campus Feb. He participated in the MBA course “Digital Marketing Strategy:  Search, Social, Mobile, and Beyond” designed and taught by UNC Kenan-Flagler marketing professor Valarie Zeithaml. In the competition for the best visualization of the kaleidescopic marketing technology space — other entries include my marketing technology landscape from last year and the marketing technology LUMAscape from last month — I’d say Gartner has just jumped into the lead with their new digital marketing transit map. Their high-level map is visualized around types of products and services — represented as stations on the map — rather than the individual vendors themselves. There are 12 tracks, such as Marketing Management, Creative, and Analytics, which share common objectives and information.
Looking at this map, you cannot help but be awestruck by the breadth and depth of digital marketing.
So I can fully empathize with — and have enormous respect for — marketing leaders who are struggling to sort out a cohesive strategy in this landscape.
The art of marketing management is the strategy you use to choose which changes to focus on, and which ones you intentionally let slide, at least for the moment. There is no technology that delivers the seamless interconnectivity between these stations as it’s portrayed here.
There may be some technical plumbing, but most of it is highly informal and custom-built within each organization.
But even in that light, this map from Gartner is extremely helpful because it visually raises the question: how are you bringing these neighborhoods together in your company? I would like to see Gartner’s recommendations on how to build this infrastructure in prioritized phases. For better or worse, my humble opinion is that we’re a long ways away from pat answers.
Nice to compare and contrast different visualizations like that to realize that there are many different ways to view this landscape. It highlights the growing scale of Digital Marketing and the processes that at least need evaluating by professionals in a digital marketing role. This leaves me thinking about Einstein when he said things should be made as simple as possible and no simpler.


O marketing digital e a criacao de acoes de marketing na Internet, TV Digital, celular, etc. Hoje em dia, criar acoes de marketing digital e estar presente na Internet ja nao e mais um artigo de luxo para as empresas, tornou-se uma necessidade. Utilizar-se do marketing digital como forma de divulgacao pode ser um grande diferencial de crescimento para a empresa. Esses novos consumidores sao dinamicos, nao gostam de perder tempo, nao gostam de fazer ligacoes preferindo, por exemplo, um chat on-line ou um forum no site para esclarecer suas duvidas sobre os produtos e servicos. Students will learn how to develop integrated digital marketing management strategies in pursuit of long term marketing objectives.
Students will gain hands-on experience using basic and advanced analytical tools to analyze markets, gain insights from social media and respond in real time to online consumer behavior, forecast sales, profile and target customers, and develop pricing and promotion strategies. Students will develop an integrated marketing communications campaign using traditional, social, and mobile media with an emphasis on the competitive and strategic value of communications in the marketplace.
In a later conversation with the school staff, he shared simple, easy-to-implement tips that businesses of all sizes can use to navigate the constantly changing world of social media.
A simple distribution of labor is an easy way to deal with the constant pressure to feed the social media beasts. Our mission is to give you a behind-the-scenes look at life at a leading international business school. And they go through 7 neighborhoods, such as Marketing Ops, Web Ops, and Ad Ops, which are typically different practice areas within an organization. And successfully implementing that strategy is far more about people and processes than it is the technologies themselves.
You can’t just hop the Ad Tech red line to get from native ads to attribution, transfer over to the Analytics orange line, and arrive at predictive campaign analytics in an easy 20-minute ride. Sure, there are companies and service providers that are bringing a subset of these pieces together. What does your digital marketing hub look like today, and what are your plans for expanding it to handle the massive influx of population ahead?
I certainly agree that not every company should worry about every station in this gigantor marketechopolis — in fact most are probably best served by ruthlessly focusing on just a few of them and getting them really right. Brian, you make a valid point that perhaps there should be more distilled versions of this that show clear paths of engagement needed to create success. Whilst your company may not use a large percentage, you need a grasp of what each element offers and how this impacts and connects with the others. Internet marketing, web marketing, marketing on-line, digital marketing (em ingles), entre outros, sao termos muito utilizados para denominar tambem o marketing digital.
Muitas empresas, pequenas e medias, ainda tem a ideia de que fazer marketing digital e apenas para grandes empresas, mas isso e um grande engano, ja que as acoes de marketing digital sao bem mais baratas do que acoes de marketing tradicional (propaganda na TV, radio, revista, etc.).
Os jovens estao cada vez mais conectados e utilizam-se cada vez mais da Internet para buscar informacoes sobre produtos e servicos, tirar duvidas, elogiar, criticar, comprar, etc.
As principais acoes sao, geralmente, ancoradas pela Internet, tendo como exemplos: o e-mail marketing, banner em portal, otimizacao de sites (SEO), links patrocinados, redes sociais, etc. Com ele, e possivel ter um resultado melhor do que trabalhar com as acoes de marketing digital individualizas. This course is directed at students preparing for positions in digital marketing, digital analytics, brand and customer management, integrated marketing communications, and consulting. This course is designed for students preparing for positions in digital analytics, digital marketing, consulting, product and brand management, customer management, and integrated marketing communications.


This course is directed at students preparing for positions in integrated marketing communications, digital marketing, product and brand management, and customer management. For example, have a different employee each week take on the responsibility of finding one or two interesting, industry-related articles per day to share online, Hanlon said. Organizations need to be present and responsive, answering questions and replying to comments within 24 hours.
Various social measurement companies can help clients understand what people are saying about their brands on social media, blogs and community sites. And there are offline connections to sales and service, general advertising, business intelligence, IT, and the CMO’s office. The connections between these disparate stations are made via human collaboration — people and processes. But most of their strategies to date have been implemented as marketing suites rather than marketing platforms — which is like trying to hold back the ocean with a sandcastle (albeit a very elaborate one). Como a Internet e o principal meio do marketing digital, muitas pessoas utilizam estes termos para referencia-lo. Alem disso, as acoes de marketing digital podem ser medidas conforme o andamento da campanha, coisa que e praticamente impossivel nas campanhas de marketing tradicional. Muitos desses jovens ja nasceram com a Internet e, portanto, nao possuem paradigmas a serem quebrados, pois acham a Internet tao comum como sao a TV ou o radio para uma pessoa de 30 anos. 9 on Advertising Age’s A-List, address challenging issues affecting their business models, marketing and digital presence. Using it in tweets and Facebook posts throughout the month can help the content receive more attention, he said. While tracking the basics, such as Twitter mentions or site traffic, is critical, recognize that there are multiple levels of metrics and performance benefits, he said.
It’s messy and evolutionary and varies tremendously from one organization to another. Esses jovens estao exigindo cada vez mais das empresas uma presenca digital e, quem nao estiver pensando em acoes marketing digital, pode comecar a perder clientes hoje e, principalmente, nos proximos 3 anos. At the highest level, companies need to evaluate how social media platforms help them reach the main goals of the organization, such as raising brand awareness and increasing prestige. And before adopting the latest social media craze, answer two questions: Does it reach the key audience I’m targeting? Then the email itself becomes more of a summary of what you’re sharing during the week or month.” Many firms might not have enough to create unique updates for all of the social media platforms that are relevant to their target audiences. This can be accomplished by putting one employee who understands the social media rules of engagement – who to respond to and how to create authentic conversations – in charge of responding. One solution, said Hanlon, is to use one of the apps that link social media networks and manage updates simultaneously, such as Buffer and HootSuite. Learn what key audiences’ expectations and behaviors are, and then decide which technologies will optimize the firm’s online presence and get the highest ROI.



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