Marketing Digital Transformation during pandemic Foundation

Course overview and introduction

During events such as the Coronavirus (Covid-19) pandemic, which alter the business environment, marketing takes centre stage as the public face of an enterprise, for better or for worse. There is much uncertainty about the future which will more likely influence consumer behaviour for years to come and redefine marketing for the current and future generations.

B2B marketers are facing a new challenge and unique scenario which they haven’t dealt with before. A badly managed or poorly framed digital strategy can backfire during a crisis. That means, marketers need to be fast and pragmatic to adapt their strategy including how they lead their team, engage with their customers and manage their brand digitally so they are not perceived as indifferent or worse, insensitive during difficult times.

Digital channels are becoming the obvious choice for B2B marketers as buyers spend more time at home and there’s reason to believe that this behaviour shift will endure at some level. In this scenario, lead generation/demand generation are impacted due to the cancellation of an event, direct outreach via digital channels can be enormously helpful.

This course is designed to give you a practical guide to make a start with your digital marketing strategy and plan, whilst driving a strong cultural change in your organisation. This will help you identify and plot your digital journey, establish a digital framework, embed the right processes and governance tools to measure your digital success.

Aims of the course

The overall aim is to offer marketers a practical guide, skills and insights of building a robust digital culture to become highly effective digital marketers and generate a positive and measurable impact on their company’s bottom line.

Who is the course for?

This is a practical course for anyone involved with the hands-on management of digital channels at all levels who need to develop an understanding of digital marketing strategy, technology, tools, tactics and measurement of digital success.

You may be working client side or agency side, either in a digital marketing or broader marketing role. Beginner digital marketing knowledge is not required.

Benefits of attending the course

The course will benefit both attendees and their organisations as it will enable marketers to demonstrate how to future-proof their marketing using digital strategy, technology and tracking tools effectively. Provide a better understanding of effectively using digital marketing strategy, tactics and different tools, allowing them to play a more active part in helping their organisations succeed in their strategic objectives.

Qualifications

Attendees will receive a certificate detailing that they have successfully completed the course.

Indicative content

Introduction to Digital Marketing
Martech and campaign tagging
Digital KPIs – performance and measurement
Organic content – SEO and organic social media
Paid media – PPC, Paid Social, Programmatic and other
Digital strategy, virtual lead generation and content amplification
Legal and compliance – GDPR, FCA guidelines and processes
Website and Conversion Rate Optimisation
Managing and keeping up with the future digital changes

Teaching and Learning Strategy

A relevant range of learning methods will be used depending upon the delivery channel, but will include:

Seminars and tutorials
Group work and discussions
Case studies

Delegates are encouraged to bring their real-life challenges and examples to the group work discussion and send them in advance, so our trainers can help illustrate different solutions suitable for different business situations.

Intended learning objectives (ILOs)

By the end of the session participants should be able to:

Understand how to begin digital transformation in the marketing team during the Covid-19 and enable the team to track their digital marketing efforts in the midst of a pandemic.
Learn how to integrate digital marketing channels including, organic and paid media, B2B channels, website design, data analytics to generate inbound leads for their business.
Understand what different tools and platforms (martech) are available and what are the right martech solutions to use to your advantage and accelerate demand generation.
Learn how to attribute the digital marketing success against the marketing ROI to position marketing as a growth driver function for the business.

Lilia Dikova

Trainer Biography

Peter is Professor of Entrepreneurship, an internationally respected specialist in entrepreneurship and business education. He has over 25 years experience managing, ‘partnership working’ with and consulting for growth-seeking small businesses. For several years, he divided his time between the teaching, research and development roles of Professor in Entrepreneurship in university business schools and provision of direct support to small businesses. His research focuses predominantly upon small business strategy development processes and incorporates a comparative dimension that examines small business development in the developed economy context of the UK, the developing economy contexts of Malaysia and Ghana and the transitional economy context of Russia.

He has held leadership positions in the higher education and commercial sectors ranging through Dean and Departmental Head of Business Management to Professorial Lead of Entrepreneurship Research Centres. Within such roles, Peter has designed, developed and delivered innovative business and management education programmes at all educational levels [undergraduate; postgraduate and executive education] and in developed, developing and transitional economy contexts; and has developed creative teaching and assessment approaches and methodologies.

In recognition of his work, his appointments have embraced business and management subject Quality Assessor for the Higher education Funding Council, Director on the Board of North Manchester Business Link and Consultant Industrial Fellow to a leading London independent school. His teaching and lecturing capability has regularly unfolded a ‘repeat client-base’ with students following him from their school context to undergraduate studies; and undergraduates requesting his support for their ongoing study at PhD level. Indicative of his coaching and mentoring skills are five PhD completions (and two of these progressing on to Professorship and Associate Professorship in their specialist fields}.

His international consultancy work includes small business strategic development support and the design, development and delivery of small business management training provision in Russia and Ghana, and Masters level curriculum development in the area of small business management in Malaysia. He has also undertaken consultancy activity for major British companies and agencies, based upon the outputs of his academic research activity, including projects for British Aerospace; the National Freight Consortium; London Development Agency; Welsh Development Agency, the British Council and the UK Small Business Service. His output in the field includes articles, book chapters and conference papers disseminated across ten different countries.

Marketing Digital Transformation during pandemic – Foundation