OrientationBefore we begin

Lecture 00Welcome & OrientationOpen slides →

Part IFoundations

Lecture 01Strategy and JudgmentOpen slides →Lecture 02The Digital Marketing SystemOpen slides →Lecture 03Integrated Strategy ArchitectureOpen slides →

Part IIDiscovery and Value

Lecture 04The Discovery EconomyOpen slides →Lecture 05Digital Value AugmentationOpen slides →

Lecture 06Being Found: SEO and AI SearchOpen slides →

Interactive toolsSearch Intent Quadrant →

Lecture 07Identity Insight StrategyOpen slides →

Interactive toolsPositioning Map →

Part IIIAudience and Story

Lecture 08Audience and Decision ContextOpen slides →

Interactive toolsSegmentation Matrix →Touchpoint Journeys →Frustration Heatmap →Opportunity Backlog →

Lecture 09Value and Content StrategyOpen slides →

Interactive toolsContent Marketing Matrix →

Lecture 10Brand as StoryOpen slides →

Interactive toolsBrand Story Arc →

Lecture 11Social Media StrategyOpen slides →

Interactive toolsContent Marketing Matrix →PESO Model Mapper →

Part IVCampaign and Execution

Lecture 12Campaign Planning FrameworksOpen slides →

Interactive toolsSOSTAC Planner →

Lecture 13Budgeting and the Media MatrixOpen slides →

Interactive toolsMedia & Budget Matrix →

Lecture 14Traffic to TransactionOpen slides →Lecture 15Campaign Strategy ExecutionOpen slides →

Part VEvaluation and Practice

Lecture 16Evaluation and the Move to PracticeOpen slides →

Student check-inFinal Proposal Self-Check →

CapstoneFinal deliverable

Lecture 17Defending a Marketing Decision SystemOpen slides →