The Digital Marketing Management Process

This week’s topics

The Digital Marketing Management Process

1. Application of strategic frameworks like SOSTAC and RACE
2. Defining measurable digital campaign objectives
3. Tactical implementation and channel selection
4. Budgeting and campaign scheduling
5. Integrating RACE and SOSTAC® planning frameworks
6. Lecture 17 : Objectives & Budgeting
7. The RACE marketing planning framework

What you will be able to do

• 2.4 Apply a digital marketing management process in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: apply a digital marketing management process in the tourism and hospitality industry.

Study materials

Videos

• Integrating RACE and SOSTAC® planning frameworks · YouTube · Dr Dave - Dr Dave Chaffey · 10 min · for registered students
• The RACE marketing planning framework · YouTube · Dr Dave - Dr Dave Chaffey · 5 min · for registered students
• The Marketing Planning Process · YouTube · Galton College · 46 min · for registered students
• Marketing Objectives · YouTube · Galton College · 22 min · for registered students
• Marketing Planning · YouTube · Galton College · 47 min · for registered students
• The 7Ds of Digital Marketing · YouTube · Dr Dave - Dr Dave Chaffey · 4 min · for registered students

Further resources

• Principles of Marketing, ch. 16: The Marketing Plan · PDF · Saylor Academy, textbook chapter; pp. 507–542 · for registered students
• Principles of Marketing, ch. 13.4: Steps in the IMC planning process · PDF · OpenStax, textbook chapter; pp. 448–458 · for registered students
• All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students