10104336Digital Strategic Planning
Course Information
Description
This course provides the core elements of your future digital marketing plan.  Review how to develop key marketing objectives including digital support tools and timelines to help you get measurable results. Explore how the right digital components can maximize audience engagement, customer value, and your brand voice. Analyze digital crisis management concepts and create a fast-response plan for the unexpected situation. The capstone project brings concepts together for implementation in your career area.
Total Credits
3
Course Competencies
  1. Explore key digital marketing objectives
    Assessment Strategies
    Project, Written or Digital Product, and/or Presentation
    Criteria
    Identify your business’s digital objectives
    Identify areas in your marketing that may be outdated or insensitive
    Review A/B testing and where/if it would be appropriate for your creative
    Review past digital marketing efforts
    Your presentation includes examples of a business’s digital marketing tools, a review of areas that can be improved, and a list of elements to be revised

  2. Identify your Digital Support Toolbox
    Assessment Strategies
    Project, Written or Digital Product, and/or Presentation
    Criteria
    Explain how each major social medium is best for Now/Then strategy and which creative style is best
    Describe various digital marketing theories and assess best practices for each
    Use basic technical terminology for layout, photography, and video assets
    Explain the concept of Superfans and how they fit into digital marketing

  3. Conduct research and analysis on “What are Key Results” and timeliness
    Assessment Strategies
    Project, Written or Digital Product, and/or Presentation
    Criteria
    Your topic choice is relevant to your business
    Identify key examples, references to, or online resources related to a chosen topic
    Describe how psychology and anthropology impact digital marketing
    Relate key findings in the research to your business
    Theorize where this research applies to your digital marketing
    You orally present a summary of key findings to the class

  4. Develop your brand voice through the creation of Digital Personas
    Assessment Strategies
    Project, Written or Digital Product, and/or Presentation
    Criteria
    Develop your brand voice through creation of digital personas
    Identify tools to reach digital persona(s)
    Generate creative elements relevant to your persona
    You lead an in-class or online presentation of your personas and strategies
    Your presentation includes: multiple personas with explanations connecting your brand, list of digital tools to connect with personas, examples of relevant creative, and a strategic timeline for a campaign

  5. Evaluate audience engagement metrics
    Assessment Strategies
    Written case study response
    Essay
    Criteria
    Compare multiple analytic tools / dashboards and identify their strengths and weaknesses
    Identify which KPIs are essential for your industry
    Evaluate how engagements on each major Digital Tool are ranked and assessed

  6. Create a digital crisis management plan: RealTime 24 Plan: the Digital Response to the Unplanned
    Assessment Strategies
    Written product
    Criteria
    Identify the five types of crises found in digital marketing environments
    Analyze past crisis fails related to digital marketing
    Differentiate between a local unplanned digital marketing crisis and a national unplanned digital marketing crisis
    Justify the use of a digital crisis management plan
    Examine the LAERR plan
    You use the RealTime 24 Plan: the Digital Response to the Unplanned tool Digital crisis management plan includes: examples of communication messages, examples of creatives, lists of who would implement plan, what tools (hardware and software) would be essential, and rough timelines for multiple scenarios

  7. Create a digital marketing plan for your business
    Assessment Strategies
    Presentation, Capstone Project
    Criteria
    Presentation is well organized
    Presentation is neat, professional and presentable in real-time format
    Presentation includes: objectives, Target Personas, appropriate Digital Tools, Timeline, KPIs with metrics, and rationale for how campaign supports Brand Voice,
    You provide examples of creative
    You create an outline of LAERR crisis plan