Online Brand Management

Module I

  1. Understanding How Digital Platforms Influence Brand Reputation
  2. Understanding How Marketers and Businesspeople Can Manage Brand Reputation
  3. Understanding and Identifying Customer Perceptions About the Brand
  4. Managing Online Backlash, Online Issues and Online Complaints
  5. Building Positive Brand Perceptions on Digital Platforms
  6. Reputation Management as a Part of Digital Strategy
  7. Organic Tools, Non-Organic Tools and Audience

Module II

  1. Creating a Digital Marketing Strategy
  2. Concepts: Conversion Funnel
  3. Paid, Owned and Earned Media
  4. Elements of a Good Marketing Strategy and Their Integration into a Digital Marketing Strategy
  5. Defining Objectives and Creating a Media Mix
  6. Measuring, Evaluating, Tweaking and Executing the Strategy
  7. Skill Sets Needed and Tools Needed
  8. In-House versus Outsourcing
  9. Support Systems Available and Agency Structures: Different Kinds of Agencies

Module III

  1. Internet Campaign and Media Strategy: Planning, Budgeting, Measuring and Analysing
  2. Key Steps in Media Planning and Buying
  3. Planning Tools and Key Metrics Used to Analyse Campaign Effectiveness
  4. Return on Investment and Optimising Campaign Conversion
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