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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. …

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 …

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 …

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 …