Welcome to the “Introduction to Digital Strategy” course!

This course is adapted from part of the book “Digital Marketing Strategy” by Pierre-Yann Dolbec of Concordia University. In this course, we’ll explore the key concepts and practices of digital strategy to help businesses succeed in the digital age.

We’ll start by looking at value creation in the digital age and how companies can use digital technologies to improve their competitive advantage. We’ll also explore the differences between inbound and outbound marketing and how companies can use both to achieve their business objectives.

We’ll then look at the different types of digital media, including paid, owned and earned, and how companies can use them to reach their target audience. We’ll also discuss the importance of defining objectives, goals and key performance indicators (KPIs) to measure the success of digital strategy.

We’ll look at the difference between strategy and tactics, and how companies can use the RACE (Reach, Act, Convert, Engage) framework to develop an effective digital strategy. We’ll also look at how companies can use personas and customer journeys to develop a customer-centric digital strategy.

Finally, we will use the RACE framework to conduct a competitive analysis and understand how competitor companies are using digital strategy to succeed in their market.

The course will be based on case studies and concrete examples, to give you a practical understanding of how digital strategy is implemented in the real world. You will also have the opportunity to work on individual and group projects, to put your knowledge and skills into practice.

By the end of this course, you should have a solid understanding of the key concepts and practices of digital strategy, as well as the ability to design and implement an effective digital strategy for a business.

I’m delighted to accompany you on this exciting journey and can’t wait to see what you achieve!

In this course, you’ll find videos that explain each chapter of this mooc, then additional textual content from the digital book and end-of-chapter quizzes to help you practice and assimilate the course.

Content is available in both French and English.

This course is rich in content and will be divided into 3 modules with numerous chapters.

Source : Concordia University