Understanding the macro digital environment
Some of you have already learned about the PESTLE model on the global marketing course. The PESTLE analysis is a strategic tool used for analysing an organisation’s external macro environment. …
Course: Get Started With Digital Marketing
Applying Business Model Canvas
Osterwald and Pigneur (2010) developed a Business Model Canvas, which is a framework for online business and particularly start-ups for summarising the key aspects of digital marketing that they need …
Impact of Interactive Communication Technologies on Digital Marketing
In this step, we explore how interactive communication technologies have disrupted different aspects of marketing. The disruption incorporates many aspects, including the disruption of the macro digital environment in relation …
Getting the most out of your learning
Coventry University believes that a good student experience is central to learning at a world-class standard. As this might be your first time studying with Coventry University, we’ve put together …
The Future of Digital Marketing
With the continuous evolution of communication technology, disruption occurs to business operations. Have these disruptions presented new marketing opportunities to your business? To answer this question, it is important to …
The disruption to marketing in the digital world
…the changing digital environment has potentially serious consequences for how marketing is practiced and for the marketing function as a subordinate domain of management. (Quinn et al., 2016, p. 2125) …
Digital Presence Types
Chaffey (2019) classifies companies’ online presence based on their objectives and functionality. So, online presence does not only refer to different digital channels but also the key functionality of digital …
Digital marketing and business objectives
Let’s look at how companies can set business objectives to support the customers’ decision-making process and how they should select marketing techniques to support communication objectives. We can set different …
Should every company adopt a digital marketing strategy?
We have discussed the macro environment and e-customers and the benefits of digital marketing, including interactivity, intelligence, individualisation, integration and its global reach. With these benefits in mind, watch the …
Key features of different digital platforms
Digital marketing is an exciting domain that poses both opportunities and challenges. However, with the proliferation of platforms ever-increasing, where do we begin? Here are some key milestones of digital …
How digital marketing effort can influence purchase/customer behaviour
In the previous steps, we looked at the influencing factors on customers purchasing online and the transformation of customer behaviour. Considering the competitive environment and rich online information availability, these …
The Difference Between Traditional Marketing and Digital Marketing
The distinction between traditional marketing and digital marketing is connected to the evolution of communication methods. Expand this image Traditional Marketing Traditional marketing is based on promotional advertisements through: Newspapers …
The importance of big data in digital age
In today’s increasingly digitalised world, vast information is easily accessible by more and more people. This is known as big data. Watch the video in which Tom Dyer and Owen …
Continue learning with Coventry University
Thank you for joining us in this short course on Beginning Your Digital Marketing Journey – Why Digital Marketing? We hope that you enjoyed the learning experience. This is the …
An introduction to the course
Welcome to Get Started With Digital Marketing. In this course, you will have the chance to develop your skills for recognising opportunities and responding to challenges in a rapidly changing …