Digital Marketing Strategy: Tactics, Action and Control

Build planning and control skills to make your digital marketing stand out

On this two-week course, you’ll start by exploring the ‘T’ and ‘A’ in the SOSTAC® framework – ‘Tactics’ and ‘Action’. You’ll gain insights into the process of defining and planning your tactics and how to take action to deploy and manage them effectively.

These steps are not just about which channels you use and how you use them, but also the practical ways to manage your activity effectively. Throughout the course, you’ll learn how to align your tactics with your situational insights to make sure you are working towards achieving your goals.

Gain the confidence to test and learn from your digital marketing strategy

Next, you’ll focus on how to build an iterative approach to digital marketing planning by using ‘Control’ – the last step in the SOSTAC® framework.

This uses measurement to change and improve the previous steps in the framework, particularly your tactics and actions.

There is no ‘one size fits all’ answer to the right channel mix but this course will show you how to test and learn from your activities so you can assess what is working and maximise its impact based on your learnings.

Learn to interpret data to develop your measurement and reporting skills

You’ll take your learning about objective setting and dashboards from the previous courses on this ExpertTrack and further discover how to interpret data. This will help you consider how you can improve measures and adjust your approach to build the perfect digital marketing channel mix to achieve your objectives.

Created by The Open University with experts in digital marketing strategy, Target Internet

You’ll learn with Target Internet who have provided expertise to leading brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

This course is ideal for those who are interested in deepening their understanding of digital marketing strategy as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies in marketing, communications and business more generally.

• Developing and managing a tactical plan
• Welcome to the course!
• Defining tactics and action
• Getting the right digital marketing channel mix
• Align tactics with situational insights
• Week 1 review
• Developing an iterative approach to measurement
• Welcome to the week
• Using data for campaign improvement
• Using data for tactical planning
• Looking for opportunities for experimentation
• Week 2 review