PROCESS OF COMPREHENSIVE PROFESSIONAL TRAINING MANAGEMENT

LEARNING GUIDE FORMAT No. 1

1. IDENTIFICATION OF THE LEARNING GUIDE

Digital Marketing
Training program code: 62360004
N/A
●Project phase (if it is a degree course): N/A
●Project activity (if it is a Titled training): N/A
●Competence: 260101055. Structure the digital marketing strategy according to objectives
campaign and legal regulations.
Learning outcomes to achieve:
o260101055-1 -Digital marketing plan form taking into account market segment.
o260101055-2 - Establish metrics taking into account the digital marketing plan.
Duration of the guide: 48 hours.

2. PRESENTATION

Training in digital marketing contributes to the learner's development of skills and abilities that enable them to
will lead to strengthening traditional productive units and bringing them into the digital age from a new
advertising and marketing optics. The year 2020 has completely turned the global economy upside down, so
same, the decision-making regarding advertising and the way to market products and services
accelerating in our country the evolution of business models and inviting to experiment with scenarios
new like the digital environment.

Taking traditional marketing as a basis, where multimedia inputs have been printed and still
they are used in companies but do not have a reach beyond the local, the need to have is generated
new knowledge about trends in consumer behavior; which are
changes in very short time frames and, likewise, respond to an online target market
offering the company's products and services through quality content via websites
and social networks.

3. FORMULATION OF LEARNING ACTIVITIES

The recent and rapid technological advances have created the current digital era, in which widespread use
The internet and other powerful technologies are having a striking effect on professionals in the
marketing in consumers.

Examine with study or work colleagues through online searches, inquiries in newspapers.
and magazines, how they are changing strategies and practices in marketing to take advantage of the benefits
What technology brings to the commercial and promotion areas of companies. Once I complete the exercise.
answer the following questions:

How do you define digital marketing?

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 What is the difference between advertising and marketing?
What are the 4Ps?

Based on this reflection on the impact that the implementation of strategies will have on the company
digital, address the development of the following learning activities.

RAP UNIT 1

3.1 Learning Activity 1. Plan marketing variables for the structuring of the strategy
online.

8 hours

Since the marketing plan originates from the company's strategic planning, the objectives
Those defined in this will be responsible for directing the marketing plan proposal and the
strategies to follow to achieve market positioning.

●AA1-EV01- Report: strategic analysis matrix.

Next, a written report must be made where the related items are developed.
applied to a company dedicated to the sale of products or services of its choice, in order to
identify the fundamental variables that will help structure the digital marketing plan accordingly
with the FLOR analysis and what the marketing objectives would be. According to the chosen company, carry out
a report that contains:

1. Business Identification
● Brief historical overview.
● Mission
● Market needs that it satisfies.
● Products or services offered.
● Presence in the digital environment.

2. Environment Analysis
● Analysis of the external environment, consider the political, economic, and technological environment.
● Analysis of the internal environment, identify customer market segment, main
competitors, suppliers, intermediaries, and the functional areas that make up the company.
● Develop the FLOR matrix (Strengths, Limitations, Opportunities, and Challenges).
● Detail the current situation of the company based on the FLOR matrix.

3.Digital Demarketing Plan

In order for the selected company to attract and retain its target audience, propose for the
digital marketing plan
● Digital marketing objectives that the selected company can carry out.
● Design competitive strategies according to the Porter model (competitive advantages and ...
differentiation from the competition.
● Design promotion and sales strategies.
● Market segment and target audience.

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4. Conclusions of the strategic analysis
According to the information collected in the previous points, briefly present the
conclusions about the development carried out.

Guidelines for the submission of evidence:

Product to be delivered: Strategic analysis matrix report.
●Format: PDF document.
●Document structure: cover page, introduction, development (maximum 5 pages with the items)
described), conclusions and references. Apply APA 7th edition guidelines.
To send the report, please refer to the relevant activity area and access the space to
the submission of the evidence: AA1-EV01- Report: strategic analysis matrix.
●Fast shipping route: Go to the Evidence folder and then to the link AA1-EV01- Report:
strategic analysis matrix.

3.2 Learning Activity 2. Identify different specialized marketing strategies considering the
characteristics of the market or segment.

Duration: 12 hours.

• AA2-EV02 - Practical exercise: target audience archetype (Buyer persona).

Considering the previous activity in which the target audience was defined, in this activity of
learning requires the development of a positive and negative buyer persona of a potential client for
the chosen company. Recreate a lifestyle that includes the following aspects:

Buyer persona of the company

Product or service
Date of preparation
Characterization Variables to consider Information obtained
Marital status.
Daily activities.
Age
Demographic information Income.
Distribution and purchase frequency.

Consumer profile.
Values and Interests.
Emotional bonds.
Who do you identify with.
General interest
What are your strengths?
Short-term personal goals.
Long-term personal goals.
Biggest fears.
Art and entertainment.
Lifestyle
Magazines, written media.

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 Social networks, web pages.
TV programs.
Favorite music.
Sports.
Hobbies.
Vacations, work trips.
Events you can't miss.
What a purchase.
Purchases (regarding the Places where you prefer to shop.
product or service Brands that you buy.
analyzed Aspirational brand that I would like to acquire.
Decision-making power over the purchase.
Build a daily routine in life
A Day in the Life of the Buyer
of that fictional character y sus
person
regular activities.
Build a weekend routine.
A weekend in life a week in the life of that character
delete buyer persona fictitious and its activities, according to
his lifestyle.

And finally, according to the information collected in the previous table, define:

1. The positive buyer persona for the selected company, profile of the ideal customer that just ended
create
2. The negative buyer persona for the selected company, antagonist profile of the ideal customer
which I had just created and that does not fit the characteristics of the target audience.

Note: For further guidance on the development of the activity, you can consult the following link:

Unable to access the content of the provided link.

cCegQIABAA&oq=Buyer persona&gs_lcp=CgNpbWcQARgBMgcIABCxAxBDMgsIABCABBCxAxCDATILCAAQgAQQsQMQgwEyBQgAEIAEMgUIAB

Guidelines for submitting the evidence:

●Product to deliver: practical exercise. Target audience archetype.

Format: PDF document.
●Document structure: cover page, introduction, development, and references. Apply APA 7th edition guidelines.
edition.
To send the document, please refer to the corresponding activity area and access the space.
for the submission of evidence AA2-EV02 - Practical exercise: target audience archetype.
●Quick shipping route: Go to the Evidence folder and then to the link AA2-EV02 - Exercise
practical: target audience archetype.

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4. EVALUATION ACTIVITIES

Learning Evidence Evaluation Criteria Techniques and Instruments of

Evaluation
Evidence of knowledge Set marketing objectives
Checklist
AA1-EV01 - Report: matrix of digital according to FLOR analysis and
IE-AA1-EV01.
strategic analysis. business model.
Tactical communication structure
online according to marketing objectives
Product evidence digital.
Checklist
AA2-EV02 - Practical exercise:
IE-AA2-EV02.
target audience archetype. Describe market segment A
starting from products or services
offered.

4. GLOSSARY OF TERMS
5. GLOSSARY OF TERMS

Buyer persona: takes into account specific sociodemographic data and information about aspects such as
his/her online behavior, personal, professional, and in relation to the company that offers this product or
service.

Call to action: calls to action through buttons located on the website interface.

Co-creation: it is the involvement of the customer in the product development.

Conversion: they are the interactions that a user performs on the website thanks to the strategies of
content proposals in the marketing plan.

CTR (Click Through Rate): an indicator that measures users' interest in the creative proposal,
percentage of clicks made by users in relation to the ad impressions.

Insights: an anglicism that refers to a deep motivation of the consumer in relation to their
behavior towards a sector, brand, or product. It is based on perceptions, images, or experiences of
consumer with the brand. term that refers to consumer psychology, important in
direct marketing to connect with the consumer on an individual level and make them feel identified with it
proposed message and act accordingly.

MailChimp: a free marketing platform that allows sharing marketing campaigns

It is possible to design, send, and calculate the impact of the campaign from e-marketing.

Metrics are those data expressed numerically that help us analyze performance.
a specific online marketing campaign.

Strategic plan: a document that involves all areas or processes of the company that allows
address the objectives and achieve their business vision.
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PPC: cost per click. It is an indicator where the position of the ad, the conversion rate can be measured,
the return on investment, impressions, and quality scores given by the user.

Social networks: they are websites formed by communities of individuals with interests or activities.
in common (such as friendship, kinship, work) and that allow contact between them, with the aim of
communicate and exchange information.

Remarketing: it is a system for adapting and personalizing ads to users who visit with
prior to the company website. Also known as retargeting.

ROI: in English Return On Investment, is the index that measures the profitability of the company's investments.
In online advertising, ROI indicates the profitability of advertising investment.

SEM: usually serves to designate paid advertising campaigns on search engines, although its
definition could encompass all those marketing actions that take place within a search engine,
they are not payment.

SEO is the set of digital marketing strategies that aim to place a web page in a position
optimal within the main internet search engines.

SMO: consists of optimizing the digital identity presence of an entity or individual on social networks.
social

Social media: it is a part of the overall marketing strategy of every brand that develops actions.
on social media aimed at promoting their services or products and, in this way, generating a
linking with its target audience.

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6. BIBLIOGRAPHIC REFERENCES

ABC delete entrepreneur 13 of March of 2017). Microenvironment: factors

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Agency, M. (April 20, 2020). What are keywords? A guide for beginners. Marketeros Agency.
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beginners/#What_is_a_keyword

Customer journey: what it is and how to define it in your strategy

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CELE. (December 4, 2019). Colombia Bill for Regulation of Use and Appropriation of Networks
social –2019. The provided input is a URL and does not contain translatable text.
use-and-appropriation-of-social-networks-2019/

Ceupe, E. B. (December 11, 2018). What is sales forecasting?https://www.ceupe.com/blog/what-

sales-forecast.html

Consumer truth. (n.d.). Insight Techniques.http://www.consumer-truth.com.pe/insight-techniques/

Decree 2242 of 2015, Through which the conditions for issuance and interoperability are regulated
electronic invoice for massification and fiscal control. November 24, 2015 No. 49706
Unable to access external URLs to translate content.

Decree 587 of 2016, By which a chapter is added to Book 2 of Part 2 of Title 2 of the Decree.
Unique to the Commerce, Industry and Tourism sector, Decree number 1074 of 2015, and it is regulated the
Article 51 of Law 1480 of 2011. April 11, 2016 No. 49841Invalid URL provided for translation.
info.bdigital.sena.edu.co/normativa/detalle/decreto-587-de-2016-45418/pdf
Team ma. (2017). Data analysis in digital marketing - Analytical Marketing. Analytical Marketing.
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González, R. (September 8, 2020). Conversion in Digital Marketing: What is it? Baética.

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Google 2020 What rich media? - Help of Studio.

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Hubspot (2020). Start using HubSpot software.(Unable to translate content from a link. Please provide the text directly.

Kotler, P., & Armstrong, G. (2008). Fundamentals of Marketing (8th ed., p. 65). Pearson Education.

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Pearson Education.

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Law 1273 of 2009, through which the Penal Code is amended, a new protected legal asset is created.
designated for the protection of information and data - and the integrity of those is fully preserved
systems that use information and communication technologies, among others
provisions. (Diary Official 47223 January 5 of 2009) Invalid input
The provided text appears to be a URL and does not contain translatable content.

Law 1341 of 2009, which defines principles and concepts regarding the information society and the
organization of Information and Communication Technologies ICT, the Agency is created
National Spectrum and other provisions are issued. (Official Journal 47426, July 30, 2009).
Unable to access or translate the content from the provided URL.

Law 1480 of 2011, through which the Consumer Statute is enacted and other provisions are established
provisions.12 Oct, 2011 No. 48220 Invalid input
info.bdigital.sena.edu.co/codes/details/consumer-statute-27

Law 1581 of 2012, which establishes general provisions for the protection of personal data.
October 17, 20127Unable to access external URLs for translation.
de-2012-24760/pdf

Law 527 of 1999, Through which access to and use of data messages is defined and regulated,
of electronic commerce and digital signatures, and the certification entities are established
if dictate others provisions. (August 18 of 1999 Invalid request. Please provide text for translation.
The provided text is a URL and does not contain translatable content.

Law 633 of 2000, by which regulations in taxation matters are issued, provisions are dictated on the
treatment of mandatory funds for social interest housing and introduces regulations for
strengthen the finances of the Judicial Branch. (December 29, 2000).Invalid input. Please provide the text you would like to be translated.
info.bdigital.sena.edu.co/normativa/detalle/ley-633-de-2000-795/txt
MadridNYC. (December 19, 2019). Legal aspects to consider in your marketing strategy
online.Link provided cannot be translated.

Pérez, L. (August 20, 2020). What is the conversion rate and how to increase it on your website? Rock
Content.Unable to access external content or links.

Prettel, G. (2012). Marketing within reach: theories and their application in the Colombian context (p. 32).

Autonomous University of the West, Department of Research and Technological Development, Group of
Marketing and Advertising Research, GIMPU, 2012.

The Creative Strategy: Relationships Between Concept and Idea

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VELOGIG. (February 20, 2020). SEM: Position your brand on Google with Search Engine Marketing.
Unable to access content from the provided URL.marketing/.

Viñarás, E. (February 20, 2018). What is an insight?Invalid URL or unsupported content.

un-insight.

We are social (2020). Digital 2020 Colombia.The provided text is a URL, not translatable content.

Webceo (2020). Online SEO Tools for Agencies with Lead Generation. The provided text is a URL and cannot be translated.

7. DOCUMENT CONTROL

Name Cargo Dependence Date

Patricia Valencia Center of Technologies September
Subject expert
Duck hunter Agro-industrial – Cartago. from 2020
Vilma Lucía Perilla Designer Industrial Management Center – October
Méndez instructional Capital District from 2020
Alix Cecilia Evaluator Industrial Management Center – October
Author
Chinchilla Wheel instructional Capital District from 2020
(es)
Rafael Neftalí Industrial Design Center and the October
Pedagogical Advisor
Lizcano Reyes Manufacturing–Regional Santander from 2020
Julieth Paola Vital
Center for the Industry of the October
López Style correction
Graphic Communication from 2020

8. CHANGE CONTROL (complete only if making adjustments to the guide)

Name Cargo Dependency Date Reason of

a Change
Author(s)

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