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Digital Marketing and Media Essentials
Lesson 1: Overview and Recent Trends
Introduction
Topic 1.1: Discontinuity – the Seeds of Change
Topic 1.2: A fresh look at the 4Ps
Topic 1.3: Australian Digital Landscape
Topic 1.4: POEM Model
Summary
Lesson 2: Owned Media and Content Marketing
Introduction
Topic 2.1: Website Development
Topic 2.2: Responsive and Adaptive Web Design
Topic 2.3: Content Marketing
Topic 2.4: Content in Paid Media
Topic 2.5: Content Marketing Strategy
Summary
Lesson 3: Paid Media
Introduction
Topic 3.1: Where Can Brands Advertise?
Topic 3.2: Advertising Formats
Topic 3.3: Targeting
Topic 3.4: Strategies and Metrics
Summary
Lesson 4: Social Media
Introduction
Topic 4.1: Scope of Social Media
Topic 4.2: Social Media Usage
Topic 4.3: Social Media Strategies
Summary
Lesson 5: Search
Introduction
Topic 5.1: Types of Queries and Listings
Topic 5.2: Paid Search (2:42)
Topic 5.3: SEO
Summary
Lesson 7: Email and Automation
Introduction
Topic 7.1: Acquisition Email Marketing
Topic 7.2: Spam Act
Topic 7.3: Retention & Automation
Topic 7.4: Optimising the Process
Summary
Lesson 8: Digital Strategy
Introduction
Topic 8.1: Strategy Overview
Topic 8.2: Building Brand
Topic 8.3: Acquisition
Topic 8.4: Retention
Summary
Topic 7.4: Optimising the Process
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