Unit 1 discusses Digital Marketing Strategy and essentially synthesizes the following units.

Specifically, a marketing strategy involves a series of well-informed decisions and actions with regards to the brand’s value proposition. A digital marketing strategy provides a new, digital environment in which the brand’s value proposition is developed and managed. Hence, Digital Marketing, is the component of marketing that utilizes internet and online based digital technologies. It therefore covers social media marketing, content marketing, search engine market, email marketing, websites, e-commerce, mobile marketing and influencer/affiliate marketing. Since the emergence of digital marketing, a shift of power, from the organisation to its audiences is evidenced; Customers can now engage in the joint creation of value through their participation (e.g. user-generated content, e-word of mouth).

The skills under objectives are:

1. Compare traditional and digital marketing
2. Develop interest via digital communications
3. List online customer engagement factors

Unit 2 - framework documentation

DIMAS_DMCP_unit1.pdf