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BMC 319 A Practitioner's Guide to Digital Marketing




Course Description

As a corporate communications or marketing professional you have been tasked with developing an efficient, effective, measurable digital marketing program and company website. Where to begin? Guided by frameworks and best-practice models, this course covers the fundamental aspects of digital project management including: competitive analysis, user research and usability tenets, the importance of information architecture and content strategy, gathering of business and technical requirements, content management system benefits and drawbacks; and integration of digital marketing efforts with other channels. Learn how to develop a Request for Proposal (RFP) that will speak the specialized language of digital marketing firms in order to deliver value for money to your organization and extraordinary online experiences to your customers.



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