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Create a digital SWOT using RACE​

Learn how to lay out and populate an omnichannel SWOT-TOWS analysis as part of situation analysis using the RACE planning framework

Module purpose

It’s highly likely you have heard of the SWOT technique because it’s widely used to help review the effectiveness of business and marketing plans. It’s used as part of the situation analysis stage during the strategic planning process to inform these plans.

In this module, we’ll show you a less well-known but highly effective form of SWOT known as TOWs which is better for developing alternative strategies. We’ll also show how it can be applied to digital marketing planning referencing RACE.

Our recommended tool for creating a SWOT is our Marketing SWOT analysis and strategy prioritization workbook template.

Module structure

  • Objectives
  • The SWOT layout
  • How TOWS addresses the weaknesses of SWOT
  • Applying the SWOT technique to digital plans
  • Creating a digital SWOT using RACE
  • Creating a key issues summary
  • Test your understanding
  • Summary

Learning objectives

  • Create an omnichannel or digital channel-specific SWOT
  • Explain why a TOWs matrix is a more powerful technique compared to a simple SWOT

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This module is in the RACE Practical Digital Strategy Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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