This module provides an overview of digital marketing and the main topics that will be covered in the course. It introduces digital marketing concepts, discusses marketing in the digital environment, covers metrics in the digital environment, and explains results and insights in digital marketing.

This module addresses how marketing strategies and digital marketing tools are interconnected. It covers marketing and business strategy, digital as a mindset, digital as a strategy, when to use digital marketing, and when not to use digital marketing.

This module covers the main aspects of operational marketing (Price, Place, Product, and Promotion) in the context of integrated marketing. It addresses integrated marketing for pricing, distribution, product development, and integrated marketing communication, as well as combining online and offline strategies.

This module discusses the importance of the customer in defining company strategies. The focus is on aligning strategies and objectives with a specific consumer profile. It covers aligning audience and objectives, what is the Ideal Consumer Profile (ICP), how to use ICP in your strategy, creating more than one ICP, and testing your ICP.