XCPD-731 - Digital Channel Management

Course Description

Course Description

This course introduces best practices on product distribution and promotion through new media channels (web 2.0, mobile devices, banner/display ads, SMS). Once a marketing campaign has been launched, managing the integrated mediums can become a challenging responsibility. Course participants will identify methods to make strategic choices regarding integration of branding and messages across digital mediums.

To be considered successful, a campaign must engage and serve its audience. Participants will explore how an organization's message can remain consistent yet fresh across platforms and review available tools to serve audience interests. Participants will discuss methods that organizations may employ to define critical success factors and performance measures.

In this course, participants will become familiar with methods to evaluate new technologies in view of business needs, budgets, and marketing campaign goals.

Course Objectives

Upon completion of the course,successful students will be able to:

• Identify methods to evaluate digital channel marketing strategy progress
• Discuss competing priorities in a new media campaign
• Compare various methods and tools for managing messages in multi-channel marketing campaign
• Measure campaign performance