Strategy, Audience and Value Proposition
Establishes the core decisions: objectives, audience, value proposition, positioning, customer journey and channel roles.
Read the whole first subject without an account: its lessons, summary and review questions.
Subject lessons
- Lesson 1 The Role of Digital Marketing: From Business Goals to Marketing Objectives
- Lesson 2 Understanding the Audience: Research, Segmentation and Targeting
- Lesson 3 Value Proposition, Positioning and Message Design
- Lesson 4 Customer Journey, Funnel and the Role of Each Channel
- Integrated subject summary Review questions
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