Course Methodology

This course utilizes presentations, group exercises, videos, hand-on exercises and practical workshops based on case studies and core principles.

Course Objectives

By the end of the course, participants will be able to:

• Explain the concepts, strategies, and fundamentals of digital marketing
• Create, analyze and implement the appropriate social media marketing strategy for their organization
• Manage advertising campaigns on different social media channels
• Set up and implement search campaigns on Google Ads
• Design and implement email marketing campaigns

Target Audience

This course is ideal for anyone managing or contributing to the digital marketing function of their organization. This includes, but is not limited to, marketing managers, digital marketers, media and communication specialists, and business owners and entrepreneurs.

Target Competencies

• Digital Marketing Channel Integration
• Search Engine Optimization
• Google Ads Platform
• Content Creation
• Digital Marketing Strategy

Introduction to digital marketing

• The concept of digital marketing
• The importance of digital marketing in the modern era
• Types of digital marketing
• The different uses of digital marketing
• Market analysis
• Identifying the target audience

Social media marketing strategies

• Introduction to social media management
• The importance of social media management for businesses and brands
• The role of social media management in building relationships and increasing interaction with customers
• Creating a social media strategy
• Analyzing the target audience
• Determining the goal of the marketing campaign
• Choosing appropriate social platforms and planning content

Content creation and management

• Writing engaging content for social media
• Scheduling posts and using content management tools
• Managing advertisements on social media
• Understanding the different types of ads on platforms such as Facebook, Instagram, LinkedIn, etc.
• Preparing and configuring advertising campaigns on social media
• Measuring and analyzing performance
• Using social media analysis tools to measure campaign performance and analyze data
• Providing reports
• Understanding how to improve performance based on available data

Marketing campaigns and Ad groups

• Understanding the basic concepts of marketing campaigns
• Understanding the types of ads available on the Google Ads platform
• Search engine marketing:
• Setting up and implementing search campaigns on Google Ads
• Analyzing keywords and choose the appropriate words for ads
• Optimizing ads to increase clicks and improve conversion rates
• Google Display Ads advertising network
• Principles of the Google Display Network
• Preparing and implementing display campaigns and targeting the audience effectively
• Analyzing performance and optimizing campaigns on the display network
• Search Engine Optimization (SEO)
• Principles of SEO and how to optimize a website for better rankings
• Advanced SEO tools and techniques

Email marketing and local marketing

• Designing and implementing email marketing campaigns
• Local online marketing strategies
• Segmenting the target audience
• Targeting an audience according to people’s information in terms of name, email, or phone number

Measure performance, continuous improvement, and design the strategy for digital marketing

• Key digital marketing performance indicators (KPIs)
• Analyzing and utilizing data to improve performance
• Designing the Inbound Marketing Methodology
• Implementing the Inbound Marketing Methodology