Brand communication is becoming more and more digital. New consumers, the Digital Natives (Millennials, Gen Z and Gen Alpha), are entering the scenario with unprecedented new behaviors and attitudes.
The programme provided participants with both a review of the key digital marketing basics and a full coverage of the latest digital marketing techniques.
Programme
Understanding digital consumers: influencing factors, their behaviors and motivations and their path to purchase (digital customers journey)
Identifying the brand’s target: The Digital Natives
Major digital marketing techniques
- Influencer Marketing
- Search Engine Marketing (SEM)
- Viral marketing
- Buzz marketing
- Display Advertising
- Social Media Marketing
- Real Time Marketing (RTM)
Key digital metrics: Google Analytics, Facebook & Instagram Insights
Participating in at least 70% of the lessons
","OtherInfo":"Students worked on a specifically created "Glazer Pharma" case study in which they were able to apply some of the techniques seen during the course
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