Essential Marketing Terms and Definitions
Email Marketing
Email marketing is a marketing channel, usually housed under digital marketing, that uses email to reach customers and promote current products.
Facebook Marketing
Facebook marketing refers to the act of marketing your business on Facebook, which remains a popular social media platform with over 3 billion monthly active users. On the site, you can use a balance of organic and paid advertising to reach potential and current customers.
The Four Ps
Successful marketing relies on the Four
Read MoreDigital Audiovisual Project Management: Strategy and Execution
1. Introduction to Digital Project Management
Project Manager: The professional who balances artistic vision with technical and financial efficiency to meet measurable goals.
The 5 Project Phases
- Initiation: Validating the idea, reviewing the script, assessing feasibility, and starting rights acquisition.
- Planning: Mapping out tasks, budgets, and timelines using tools like Gantt Charts.
- Execution: Releasing funds, organizing logistics, and creating media content.
- Control/Monitoring: Tracking progress
Mastering Public Relations and Strategic Communication
Unit 1: Introduction to Public Relations
- PR: Building relationships, mutual benefit, two-way communication, trust, and reputation.
- Propaganda: Manipulation, one-way communication, emotional influence, and maintaining power.
- Public Opinion: The collective opinions of society.
- Persuasion: Ethical influence, free choice, and mutual benefit.
- Manipulation: Lies or hidden intentions that benefit only the communicator.
PR vs. Advertising
- PR: Earned media, reputation, listening and speaking, and long-term relationships.
Digital Marketing Strategy and Performance Analytics
Maslow’s Hierarchy of Needs
- 1. Physiological needs: Food, water, sleep, and shelter (the base of the pyramid).
- 2. Safety needs: Security, health, job stability, and protection.
- 3. Love and belonging: Friendship, family, relationships, and acceptance.
- 4. Esteem needs: Respect, recognition, confidence, and self-esteem.
- 5. Self-actualization: Personal growth, achieving goals, and becoming the best version of yourself.
The Marketing Mix (7Ps)
- Product: The item or service being sold.
- Price: The value assigned
The Impact of Digital Technology and Modern ICT Tools
The Role and Significance of Digital Technology
Digital technology has shifted from being a specialized tool to the very infrastructure of modern life. It serves as the primary medium through which we communicate, work, learn, and govern.
1. Key Roles of Digital Technology
Digital tech acts as a catalyst across various domains by performing several critical functions:
- Information Democratization: It provides near-instant access to the collective sum of human knowledge, breaking down geographical and
E-commerce Business Models and Performance Metrics
E-commerce Business Models
- DTC (Direct-to-Consumer): Brand sells directly without intermediaries (e.g., Dollar Shave Club, Nike.com). Pros: Control over pricing, data, and experience. Cons: High responsibility for logistics and acquisition.
- Marketplace: Platform connects buyers and sellers (e.g., Amazon, Airbnb). Pros: Scalability and network effects. Cons: Dependence on sellers and commission pressure.
- Subscription: Recurring fee model (e.g., Netflix, Spotify). Pros: Predictable revenue. Cons: High