Digital Marketing for Entrepreneurs

Background and Rationale

Digital Marketing for Entrepreneurs is a comprehensive introductory course teaching the foundational basis of digital marketing strategy and its role in driving business growth. The course covers end-to-end marketing strategy from planning, execution, and evaluation to improvement. As a result, entrepreneurs and marketers can develop a holistic marketing strategy that integrates traditional marketing practices with innovations in digital marketing.

As the Philippine market shifts from traditional to digital marketing, more businesses promote products and services through digital platforms. While traditional marketing tactics are still used, integrating digital marketing is beneficial in adopting today’s business environment, especially in an era where the pandemic changed how Filipinos interact with businesses. This course offers foundational marketing concepts executed with innovative digital marketing techniques fit for today’s business environment.

This course is offered through distance education by UP Open University. Learners will be given online and offline course materials to apply theories and concepts in real-world situations, including modules and activities.

The course integrates online Open Educational Resources for students to gain further specialization in specific digital marketing tactics. A course coordinator will guide participants in real-world applications with anecdotes of experience implementing concepts and theories stated in the modules. In addition, students can interact with their fellow participants through online learning management systems and conferencing technologies.

This program is designed for Filipinos wanting a panoramic view of digital marketing and its role in business growth. Specifically, students will find this course fun and worthwhile, whether they are:

1. A Filipino who has an existing business and wants to promote digitally;
2. A Filipino who has plans to practice freelance digital marketing;
3. A Filipino working full-time and wanting to start a digital marketing agency;
4. A Filipino working full-time and wanting to expand knowledge of digital marketing;

Course Objectives

The course aims to provide students with comprehensive knowledge of digital marketing. Students may use the knowledge to grow a business, practice as a digital marketing freelancer, start a digital marketing service business or improve corporate digital marketing work.

At the end of the course, the participant should have a clear grasp of foundational marketing concepts, frameworks and mental models implemented using technology and specialized online competencies. Specifically, the participant should be able to:

1. Understand the fundamentals of digital marketing;
2. Construct customer persona, customer journeys and branding guidelines to build deeper connections with a business target market;
3. Assemble tactical marketing activities needed to build an effective marketing campaign;
4. Formulate a digital marketing plan containing customer persona and journey, branding platform, campaigns and analytics; and
5. Manage marketing plan execution using principles that minimize risk and contribute to Philippine society. 

Course Outline

The Digital Marketing for Entrepreneurs course consists of 5 units with 20 modules. The specific outline is as follows:

Unit I: Marketing Fundamentals

1. Marketing in the Modern World
2. Market Research
3. Marketing Mix
4. Marketing Funnel

Unit II: Digital Marketing Content and Media

1. Branding
2. Content Types and Formats
3. Digital Media

Unit III: Digital Marketing Tactics

1. Website Optimization
2. Search Engine Marketing
3. Social Media Marketing
4. Content Marketing
5. Email Marketing
6. Alternative Digital Marketing Tactics
7. Antipodal Marketing Tactics
8. Marketing Automation

Unit IV: Digital Marketing Analytics

1. Marketing Analytics
2. Conversion Optimization

Unit V: UPOU Digital Marketing Plan

1. UPOU Digital Marketing Plan Template
2. 3E Execution Framework

Course Requirements and Grading

To complete the course, students must: 

1. Participate in online class discussion forums and online meetings.
2. Submit four (4) coursework.
3. Submit a Digital Marketing Plan.
4. Present the Digital Marketing Plan.

Course Schedule

Enrollment

Interested participants may register online using the Online Sign-up form, or visit the Faculty of Management and Development Studies, UPOU HQ, Los Baños, Laguna. Details of course offering will be emailed a month before the start of class. (This includes the admission form with the assessment of fees and payment procedures.)

Schedule of Course Offerings

For inquiries, please email FMDS at [email protected] or call us at (049) 536-6010.