Course Information

Digital marketing. Transform your online presence and drive results.

In this course, you will learn how to present a clear, robust and data driven digital marketing strategy to key stakeholders, including KPIs aligned to business goals.

The global spend on digital marketing has now eclipsed traditional marketing and has become the primary communication channels for businesses to engage with their customers.

Digital marketing offers incredible real-time data insights, with every impression and click being trackable. All of this data needs a context that a robust digital strategy can provide.

Join us and learn how your business can cut through the noise and decipher the clicks to develop an effective and profitable digital marketing strategy.

Aims

This course aims to teach experienced digital marketers how to review a digital strategy holistically. We want you to confidently audit, analyse and interpret the data from each channel, vertical and audience, and make informed decisions to drive performance.

Outcomes

By the end of this course, you should be able to:

• map a potential customer’s digital journey with your business or brand
• describe the current digital landscape and the channels that can provide opportunities to reach and engage with your customers
• audit current digital marketing activities
• create an Omni-channel digital marketing plan that clearly identifies lead channels and support channels
• identify KPIs to measure the effect of your digital marketing strategy’s impact
• build a cohesive digital marketing strategy aligned to business goal
• create effective tracking and measurement systems to understand your ROI and attribution
• present effective and informative reporting that is inclusive and clear for all stakeholders.

Content

A review of the current digital landscape

• How world events and disruptive trends have changed consumer consumption of digital marketing

Digital marketing strategies

• Defining which channels and strategies are required at each stage of a customer journey
• Creating your campaign objectives, budgets and KPIs
• Making data driven decisions

Using auditing tools and analytics to define and refine your strategy

• Understanding ROI and attribution models on Facebook and Google
• Tracking interactions and conversions both on and offline
• Understanding your customers digital behaviours and lifetime value

The key attributes of a successful digital marketing strategy

• Defining the purpose, KPIs and ‘win’ channels
• Building tracking and attribution models to suit business needs
• Creating clear reporting
• Engaging stakeholders to create buy in on your digital marketing strategy

Intended audience

Suitable for business owners and marketing professionals in medium to large scale organisations. Owners of start-ups and small businesses who have some marketing experience are also welcome. The curriculum will be adapted to accommodate varying experience levels, sectors, and industries based on class attendance.

Prerequisites

This course is aimed at those who are already familiar with digital marketing.

Delivery modes

• Face-to-face, presenter-taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Face-to-face classes

You are required to bring your own device. You should ensure your device is fully charged as access to power is limited. Please note that University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You will need your own device.

Materials

Course materials are distributed electronically using Dropbox.