Digital Marketing Strategy for Professionals
Professor
Linda Saulīte
About the professor
Linda Saulīte, doctor of sciences and assistant professor at RTU, is a senior manager with more than 20 years of experience in business management. Professional in marketing, communication strategies and media management. Currently, she is a member of the board and heads the communication and media agency group Dentsu Latvija, which provides the development and implementation of full spectrum media, including e-commerce, strategies for global, regional and local companies.
Course Description
Designed for marketing professionals seeking to master the art of crafting and executing successful digital marketing strategies, this course provides hands-on training and support that will create a deep impact. Participants will acquire the skills to develop engaging content, seamlessly integrate multiple marketing channels, and leverage data-driven insights to optimize their campaigns. The course equips professionals with practical tools and methodologies to enhance campaign effectiveness and achieve measurable results. Through hands-on learning, participants will develop the ability to create targeted strategies, engage audiences, and optimize campaigns for maximum impact.
Course Goals
Develop a digital marketing strategy that meets the company’s goals and target audience
Understand the role of the manager for the effective integration of digital strategy into the company’s goals and development
Choose and effectively use digital marketing channels, perform effective budget analysis.
Understand the target audience and their behavior in the digital environment. Analyze target audience engagement and addressing criteria in the digital environment
Analyze the results of digital marketing campaigns using appropriate measurement tools and metrics
After the course participants will be able to:
- Master strategic planning
- Harness data analysis to drive informed decisions
- Understand audience segmentation in the digital world
- Leverage technology for maximum impact
- Evaluate channel effectiveness
Course will be:
Online and In Person
Prerequisites
- Basic knowledge of the basic principles of marketing.
- Understanding the company’s target audience and product or service offering.
- A basic understanding of the use of digital technologies in marketing is desirable but not required.
Teaching methods used:
- Interactive lectures: Lectures will be supplemented with discussions, questions and answers, as well as practical examples.
- Group work: Participants will be divided into groups to solve tasks together and present their results.
- Case study: Real life examples are analyzed to illustrate different digital marketing situations.
- Practical tasks: Participants perform practical tasks to strengthen the acquired knowledge and skills.
Topic 1
The importance of digital marketing in company strategy (1 h)
– Integration of digital marketing into the overall company strategy
– Digital transformation and its impact on business
– Leadership role in digital marketing: strategy direction and team management
– the latest digital marketing trends: Artificial intelligence and digital marketing; the latest channels and ways in marketing communication
Topic 2
Audience analysis, consumer journey and omnichannel strategies
– Target audience research methods and tools
– Creation of Buyer Personas
– Segmentation strategies: how to effectively reach your audience. Customer Journey Mapping
– Multi-channel approach: coordinated communication across all channels
Topic 3
Digital marketing budget planning and ROI analysis
– Allocation of budget between different digital channels
– How to measure and improve digital marketing return on investment (ROI)?
– ROI analysis and campaign optimization
– Resource planning and evaluation of team effectiveness
Topic 4
Leadership role in managing the digital marketing team
– Building and managing an effective digital marketing team
Development of critical digital skills in the team
– Strategic planning and digital marketing strategy development
Topic 5
Discussion and case studies
– Digital marketing strategy planning process
– How to adapt the strategy to changing market trends? Global trends and their impact on local markets
– Analysis of examples of real companies
– Discussion: Managerial challenges and strategies in the digital age
Professor
Linda Saulīte
About the professor
Linda Saulīte, doctor of sciences and assistant professor at RTU, is a senior manager with more than 20 years of experience in business management. Professional in marketing, communication strategies and media management. Currently, she is a member of the board and heads the communication and media agency group Dentsu Latvija, which provides the development and implementation of full spectrum media, including e-commerce, strategies for global, regional and local companies.
Course Description
Designed for marketing professionals seeking to master the art of crafting and executing successful digital marketing strategies, this course provides hands-on training and support that will create a deep impact. Participants will acquire the skills to develop engaging content, seamlessly integrate multiple marketing channels, and leverage data-driven insights to optimize their campaigns. The course equips professionals with practical tools and methodologies to enhance campaign effectiveness and achieve measurable results. Through hands-on learning, participants will develop the ability to create targeted strategies, engage audiences, and optimize campaigns for maximum impact.
Course Goals
Develop a digital marketing strategy that meets the company’s goals and target audience
Understand the role of the manager for the effective integration of digital strategy into the company’s goals and development
Choose and effectively use digital marketing channels, perform effective budget analysis.
Understand the target audience and their behavior in the digital environment. Analyze target audience engagement and addressing criteria in the digital environment
Analyze the results of digital marketing campaigns using appropriate measurement tools and metrics
After the course participants will be able to:
- Master strategic planning
- Harness data analysis to drive informed decisions
- Understand audience segmentation in the digital world
- Leverage technology for maximum impact
- Evaluate channel effectiveness
Course will be:
Online and In Person
Prerequisites
- Basic knowledge of the basic principles of marketing.
- Understanding the company’s target audience and product or service offering.
- A basic understanding of the use of digital technologies in marketing is desirable but not required.
Teaching methods used:
- Interactive lectures: Lectures will be supplemented with discussions, questions and answers, as well as practical examples.
- Group work: Participants will be divided into groups to solve tasks together and present their results.
- Case study: Real life examples are analyzed to illustrate different digital marketing situations.
- Practical tasks: Participants perform practical tasks to strengthen the acquired knowledge and skills.
Topic 1
The importance of digital marketing in company strategy (1 h)
– Integration of digital marketing into the overall company strategy
– Digital transformation and its impact on business
– Leadership role in digital marketing: strategy direction and team management
– the latest digital marketing trends: Artificial intelligence and digital marketing; the latest channels and ways in marketing communication
Topic 2
Audience analysis, consumer journey and omnichannel strategies
– Target audience research methods and tools
– Creation of Buyer Personas
– Segmentation strategies: how to effectively reach your audience. Customer Journey Mapping
– Multi-channel approach: coordinated communication across all channels
Topic 3
Digital marketing budget planning and ROI analysis
– Allocation of budget between different digital channels
– How to measure and improve digital marketing return on investment (ROI)?
– ROI analysis and campaign optimization
– Resource planning and evaluation of team effectiveness
Topic 4
Leadership role in managing the digital marketing team
– Building and managing an effective digital marketing team
Development of critical digital skills in the team
– Strategic planning and digital marketing strategy development
Topic 5
Discussion and case studies
– Digital marketing strategy planning process
– How to adapt the strategy to changing market trends? Global trends and their impact on local markets
– Analysis of examples of real companies
– Discussion: Managerial challenges and strategies in the digital age