Journal Entry At the end of units 2, 4 and 6 you need to reflect on the topics you have studied and how you will be able to apply them to your personal and/or professional life. Write a short (approx 200-300 words) Journal Entry to explain: The key things you learned during the last two weeks How can they relate to the workplace? How they can aid your personal and professional development? Remember to be specific and give examples Your Journal Entry should be submitted to the Journal Tool below. Your tutor will then provide brief feedback on your submission. What is reflective writing? For guidance on reflective writing, please visit the Study Skills Hub writing section. —- Unit 5: Managing Digital Marketing Welcome to the Managing Digital Marketing unit. With the rapidly evolving digital technologies and platforms, it’s important to constantly review new digital marketing opportunities to be able to respond to the changes and effectively manage online marketing in an organisation. In this unit we will look at digital businesses, the implication of the digital disruption and new opportunities and challenges presented to online marketers. You will also understand how to use web analytics in order to measure online marketing campaigns. Finally, since digital marketing professionals are now in possession of large amounts of data, we will discuss the importance of complying with the legal requirements when acquiring and using customer data. In this unit we shall: Discuss digital disruptions, key success factors and challenges of managing digital innovation on the buy-side, in-side and sell-side. Explore the concept of social business. Review how to set and balance marketing budgets and select the right communications mix. Access the options for selecting the right suppliers for digital marketing. Look at the use of web analytics and Digital Marketing and Measurement Model that provides a step-by-step guidance to measure digital marketing activities. Review digital business security threats and solutions, focusing on the privacy consideration in digital marketing. On completion of this unit you will be able to: Understand the digital transformation as well as identify opportunities and challenges of managing the application of digital technologies within an organisation. Evaluate the impact of social media marketing on internal company activities. Set appropriate budgets for digital marketing activities. Understand the options for selecting the right digital marketing agency. Develop a strategy to measure digital marketing activities. Understand the methods for minimising the impact of security threats and the procedures for acquiring and handling user data. —- Unit 6: Digital Marketing Planning Welcome to the Digital Marketing Planning module. Digital marketing plan is based on and integrated with traditional marketing disciplines and planning methods and eventually, with business plans. The key difference from the traditional marketing planning is that digital marketing plan is adapted for the contemporary online media environment and is mixed with the new online marketing communications techniques. In this unit we will cover how to create a complete, integrated digital marketing plan, based on the SOSTAC framework. In this unit we shall: Review the context and main components of a digital marketing plan based on the SOSTAC framework. Analyse a business performance both internally and externally to answer a “Where are we now?” question. Understand how to set objectives for an organisation that help to clarify a “Where do we want to be?” question. Explore how to form a strategy (based on the TOPPP SITE framework) for a digital marketing plan that will help to answer a “How do we get there?” question. Take a look at the tactics and consider their applications using the Tactical Matrix to provide an answer to a “How exactly do we get there?” question. Understand how to ensure excellent execution of the tactics in your digital marketing plan. Examine measurement and metrics required to see if “we are getting there”. Review the key resources needed for the execution of your digital marketing plan based on 3Ms model. On completion of this unit you will be able to: Apply SOSTAC framework to your digital marketing plan. Access your performance within the organisation and the business environment. Set objectives for the digital marketing plan. Understand what strategy is, its components and how it differs from tactics. Select the relevant digital communications mix to form your tactics. Manage execution of the tactics specified in your digital marketing plan. Build a review process based on web analytics and management dashboards. Understand the requirement and allocation of the key internal and external resources.