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Strategic Digital Marketing Planning
Strategic Digital Marketing Planning
0._Overview (1:47)
1._Introduction (5:51)
2._Strategic_Intent (7:28)
3._Strategic_vs._Tactical_Marketing (5:55)
4._Factors_Driving_Change_to_Marketing_Strategy (5:40)
5._Factors_Driving_Change_-_Evolution_of_the_Web (6:22)
6._Factors_Driving_Change_-_Technology_Substitution_and_Digital_Transformation (5:05)
7._Factors_Driving_Change_-_Economic_Conditions_and_CSR (6:45)
8._Factors_Driving_Change_-_Blue_Ocean_and_Strategic_Drift (6:02)
Strategic Planning: Macro, Micro, Internal Environment
9._Strategic_Planning_Frameworks_-_APIC_and_SOSTAC (6:27)
10._Plan_types (4:20)
11._Situation_Analysis__Marketing_Audit (4:15)
12._The_Macro_environment (6:36)
13._The_Micro_Environment_(1) (5:52)
14._The_Micro_Environment_(2) (4:30)
15._The_Internal_Environment_-_marketing_and_resource_orientation (7:10)
16._The_Internal_Environment_-_the_5Ms_and_VRIN_models (6:32)
17._The_Internal_environment_-_Marketing_Mix_Digital_Capabilities_and_the_Brand (8:46)
18._The_Internal_environment_-_Culture_and_Stakeholders (6:41)
19._Summary_of_the_Marketing_Audit_-_SWOT_and_TOWS (5:03)
Setting Objectives and Tactics
20._Setting_SMART_Marketing_Objectives (6:30)
21._The_5Ss_and_RACE_for_Setting_Objectives (3:40)
22._Setting_the_Marketing_Strategy (7:16)
23._Strategic_Models_-_Ansoff_Porters_Generic_Strategies_and_SAF (6:49)
24._Sources_of_Competitive_Advantage_and_Brand_Choices (7:11)
25._Segmentation_Targeting_and_Positioning (7:17)
26._Creating_a_Value_Proposition_and_the_6Cs_of_Customer_Motivation (5:17)
27._Tactics_-_the_7Ps_of_Marketing (4:19)
28._Tactics_-_the_PRACE_Model (5:12)
29._Tactics_-_Product (5:11)
30._Tactics_-_Price (4:58)
31._Tactics_-_Place (6:01)
32._Tactics_-_Promotion (6:40)
33._Tactics_-_People (2:18)
34._Tactics_-_Process (3:58)
35._Tactics_-_Physical_Evidence (2:55)
36._Tactics_-_The_Role_of_AI_in_the_marketing_mix (4:18)
Implementation and Control
38._Allocating_the_Marketing_Budget (4:47)
37._Implementation_-_Allocating_Resources_and_the_5Ms_model (4:23)
39._Implementation_-_Allocating_the_team_(the_T-Shaped_Marketer_and_the_RACI_Model (5:08)
40._Implementation_-_Scheduling_Activities_-GANTT (5:58)
41._Implementation_-_Risk_Management (5:42)
42._Control_-_Metrics_and_KPIs (4:45)
43._Control_-_Key_Digital_Metrics (6:10)
44._Control_-_Measuring_Performance_Based_on_RACE (4:36)
45._Control_-_Measuring_Financial_Performance (6:00)
46._PDCA-_Continuous_improvements (6:25)
25._Segmentation_Targeting_and_Positioning
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