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Fundamentals of Digital Marketing, 2/e by Puneet Bhatia

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CHAPTER 5

Digital Marketing Strategy Definition

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the key concepts of developing strategy for digital business and the emerging business structures
  • Analyze the core competencies of a firm and how they can be aligned with changing value functions to redefine a firm’s OVP (Online Value Proposition)
  • Understand the customer development strategy and concepts of STP2.0 Framework
  • Define the digital marketing mix and the 4 extended Ps of Digital Marketing
  • Plan the digital marketing strategy roadmap, its four key stages and their elements
  • Understand the 6S Digital Marketing Implementation Stages and PLC (Product Life Cycle) Stages in the context of Digital Marketing

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