Learn fundamental strategic marketing concepts and tools to be more confident in this digital world

Review of the fundamental digital marketing
Learn fundamental strategic marketing concepts and tools to be more confident in this digital world
This introductory course will equip you with the necessary vocabulary and concepts, point you to a specialization that will enrich your business, and enable you to design digital experiences that your consumer needs and your stories tell. The acceleration program is a five-day blended learning experience consisting of five modules that correspond to the central disciplines of digital marketing success:
+ consumer insighting
+ content strategy
+ experience design
+ paid strategy and
+ intelligence
In-session activites
F2F sessions come with in-session activities. These are essential as these will be the building blocks of the final project.
The webinar sessions are designed to complement the blended learning dynamics of the course and are intended for special topics.
Comprehensive exam
A 50-point exam covering all topics discussed. Passing grade is at 80%.
Final project
The final project is to create or design a digital experience using the given case study. This is to be submitted individually.
Certificate of participation
The certificate of participation is given to students who participated and have submitted all requirements.
Certificate of completion
The certificate of participation is given to students who participated, submitted all requirements and have acquired a grade of C+ or higher.
Time investment
60 hours | F2F sessions 45 hours | Exam 2 hours | Final Output 8 hours | Online readings 5 hours

The CDM digital marketing framework
Brand philosophy (competitive analysis, socio-economic factors, market need)
Objectives (Brand purpose, core assets, reason-to-believe, brand values & persona)
Market segments (business objectives, marketing objectives, measures of success (KPIs). 市场细分
Content (consumer persona, customer journey map, big idea)
Channels (content themes, content calendar)
Platform strategy, channel mix, content execution

Day 1. The consumer insight and strategy
This module highlights the power and the benefits that come with understanding the consumer. The student is expected to develop a customer profile, customer journey map, and craft a consumer insight statement.
Human-centered design: introduction and the three lenses of HCD, HCD process, Best practices in innovation, methods of empathy work and market research
Customer persona: definitions and significance of customer persona, demographics, psychographics, technographic
Activiti 1. Creating the customer persona based on digital research
Customer journey mapping
Customer journey frameworks, essential parts
Activity 2. Creating the customer journey map
Customer insight, defining customer insight, jobs, pains, and gains
Parts and testing the insight
Activity 3. Developing customer insight
Objective-setting and strategy
Reframing the objectives
Developing big ideas (creative campaign strategy)
Activity 4. Developing the big idea
Omnichannel 全方位渠道 approach
Ominchannel beyond multichannel
POEM framework, touchpoint selection process
Integrated campaigns (ALT, OOH, Activation)
Q&A, student evaluation and reminders

Day 2. The content strategy
This module is all about digital storytelling and the different elements that come with creating a content strategy. It also looks into different forms of content creation and optimization through SEO and UX.
Creating a content strategy, content territory and themes, Human themes and triggers
Activity 5. Creating a content strategy
Content calendar, content formats
Search engine optimization
Introduction to SEO
Search engine ranking factors
3 easy steps to get you started
Video marketing, the aesthetic of digital video, planning for video creation, video platforms
User experience, UX research, user interface, information architecture
Activity and UX audit
Q&A student evaluation and reminders

Day 3. Relationship and experience
This module explores different digital platforms that lead to establishing stable relationships with consumers. This session will focus on eCRM, eCommerce, mobile marketing, email marketing, and community management
Customer relationship management Part 1 of 2, defining CRM, desiging the customer experience
Customer relationship managerment Part 2 of 2, loyalty programs
Ecommerice, ecommerce business models, order flow diagram, Pillar principles of ecommerce, innovations in ecommerce
Email marketing, email marketing fundamentals
Community management, building and maintaining a community, defensive and insightful social listening, customer service, crisis management
Q&A, student evaluation and reminders

Day 4. Paid advertising
This module focuses on the different buying and targeting methods in the field of paid online advertising. Through this session, the student will be able to learn and apply best practices in managing various platforms and resolving marketing challenges.
Paid online advertising: paid advertising landscape, spending on digital, future of paid advertising
Targeting methods, buying methods
Advertising on google: search engine marketing, display advertising, advertising on Youtube
Advertising on facebook
Paid social media, twitter, Instagram, linkedin, snapchat
Native advertising, formats, platforms
Q&A a student evaluation and reminders

Day 5. Intelligence
This module explains in detail the fundamentals of the filed of analytics. It will enable the students to build a measurement framework, interpret and create visualizations of data sets, and identify and utilize common types of digital metrics. 指标
Introduction to analytics: the importance of data in making marketing decisions, describing a marketing dashboard
Digital measurement, elements of a measurement framework, KPI’s and metrics, pre, during, post campaign, always on conversion funnel. Defining key performance indicators, corresponding metrics for various digital channels, A/B testing, introduction to data governance
Analytics tools, methods, frameworks & guidelines: the stages of analytics maturity, methodology toolbox
Data visualization: comparison, distribution, composition, relationship and interactive
Textual data: customer service automation, contextual analysis, research on digital
Tools: google trends, google analytics, facebook insights, social listening tools
Synthesis合成: final project walkthrough
Q&A student evaluation and reminders

Planning a digital experience – Final project brief
This document serves as a guide for your final project in this course. You are encouraged to build on the concepts and design your output freely.
1. Choose a set of objectives to work on
2. Identify the ff:
+ consumer persona
+ customer journey map
+ consumer insight
+ unique value proposition
3. Identify the ff:
+ big idea
+ content strategy
4. Indicate the ff:
+ platform strategy
+ measurement framework
The world’s leading internet television network, Netflix, was established in 1997 by two software engineers. The brand now has over 100 million members in over 190 countries.
Brand persona :
Netflix is a trailblazer. He doesn’t follow trends, He sets them. He is innovative, flexible, creative, and agile. He loves trying new things, but he can easily move on from things that no longer work for him.

Brand purpose: as the world’s leading internet television network, Netflix allows members to watch as much as they want, anytime, anywhere, on nearly any internet connected screen.

Brand promise: We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact.

Core assets: Netflix members with a streaming-only plan can watch TV shows and movies instantly in over 190 countries. Netflix has international offices.

Reason to believe : Netflix focuses on one ultimate service, and that is to provide an amplified viewing experience. Subscribers get to watch anytime and anywhere without commercials. Exclusive access to Netflix produced shows also add to the novelty of the brand.

Brand values: Judgment productivity creativity Intelligence Honesty Communication Selflessness Reliability Passion

Fast facts: 81% of adults between 18-35 subscribe to Netflix
45 to 54 year-olds are the fastest growing demographic of users on Netflix
In PH, 60% of internet users are subscribed to Netflix
For this year, Netflix decided to boost the number of its subscribers in the Philippines and has tapped you to create a digital solution to localize the brand. They have allocated 500 million pesos to exhaust for marketing expenses. All you need to do is to create the deck detailing your plan. Use your leanings from the CDM acceleration program as your guide in this endeavor.

Business objective: increase the number of Netflix subscribers from 60% to 75% by the first quarter of 2018.
Marketing objectives: make netflix one of the top choices in the Philippines when it comes to subscription video-on-demand (SVOD).
Encourage non-subscribers to sign up for free trial.
Criteria for Grading
Evaluation of the components of your assignment (45 points)
a. Do they contain the appreciate information?
b. Are they well thought out?
c. Are they written well?
d. Are the presentations well-delivered?
Extent of creativity and going out-of-the-box (15 points)
Quality of research (10 points)
Apparentness of the big idea/ coordination of all campaign components (20 points)
Attention to detail (10 points)

Business objectives
What are your goals as a business? Define the bottom line for your organization.
Marketing objectives
What should marketing do to help achieve the business objectives? Marketing objectives are typically communicative in nature, although some would also involve product ideation and management.

Customer profile
Consumer: define your consumer. Who are you talking to? Wholse life do you wish to improve?
Purchase behavior
Note: in reality, customer profiles are derived and created from market research and social listening (for prospective customers) or database segmentation (for current customers).
Data incites patterns, patterns build characteristics, characteristics form a persona. For this exercise, feel free to justify why you chose such persona/s for your campaign.

Jobs, Pains, Gains
First, you want to outline what jobs you believe your (potential) customers are trying to get done that lead them to purchase your products and services. Second, describe all the pains you believe your customers might have or might fear related to those jobs – negative emotions, undesired costs or risks. Third, describe all the gains you believe your customer expects or desires as an outcome of that job. This could be benefits like functional utility, social gains, positive emotions, or cost savings.

Customer journey
What is your consumer’s journey? How do they find out about the product? What questions do they ask? How do they purchase? Put yourself in the shoes of your consumers. Why would they want to buy their product? Would they recommend their purchase to their immediate circle of family and friends?
Sample customer journey





Define the milestones yourself
Fill up vertically first, before moving to the next milestone.
Customer insight
Considering all the information you have discovered about your consumer, what is your piercing insight? Remember: Truth, Motivation, Tension.
Unique value Proposition:
What is it that differentiates you from your competitor in the eyes of your customer?
Strategy, The plan that translates the big idea into a product, a solution or an experience.
Big Idea
Big idea is the driving, unifying force behind a brand’s marketing efforts. Based on your objectives and insight, what do you want to say?
Content strategy
The content strategy refers to the collection of messages and stories that the brand wishes to communicate. It also identifies the channels for distribution and their roles. Finally, it also involves the actual content formats that are intended to be produced.
Execution : the platform strategy that your solution will take place in.
Platform strategy
How do you plan to communicate this big idea to your target consumers? Which digital channels would you use for production and publicizing?
Brand experience
Integrating design, strategy and going back to the business objectives and piercing insight, what experience does your brand want your customer to have?
How much time can you spend for awareness, for consideration, etc? How do you plan on your multi-platform executions to play out? Determine at what point each execution touches with your consumer’s journey.
Apart from time, how much budget can you allot on the execution of this campaign?

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