Course Methodology

This is a practical, hands on course. Through instructor-led presentations, demonstrations and group work, participants are given industry insight to enable them to build their own Digital Marketing strategy by the end of the course. 

Course Objectives

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

• Understand Digital Marketing fundamentals and channels
• Adopt a “80% strategy and 20% tactics” methodology
• Understand how the “START Methodology” works
• Apply the “START Methodology” to their organization, startup, product, service, or project
• Integrate digital channels for best strategy application
• Implement Digital Marketing strategies for social media, Google Networks, email and more

Target Audience

This course is suitable for anyone aiming to build and/or apply Digital Marketing strategies for their organization. This includes but is not limited to marketing managers and directors, Chief Digital Officers, brand managers, social media professionals and managers, sales managers, media and communication specialists, advertising managers, and business owners who utilize online advertising.

Target Competencies

• Digital Marketing strategy
• Digital Marketing channels integration
• Advertising on digital marketing channels skills
• Google Ads Platform
• Using Digital Marketing for B2B and B2C

Introduction to Digital Marketing Strategy

• Introducing the “START Methodology”
• Selling points
• Touch points
• Analysis and Monitoring
• Retention
• Talk to the Business

Strategy Frameworks

• Designing a Digital Marketing strategy
• Designing a Digital Marketing action plan
• Social media strategic planning
• Social media strategy, management, and advertising
• Facebook
• Instagram
• Twitter
• LinkedIn B2B
• Social media brand building strategies vs. sales activation strategies
• Facebook lead generation forms and Facebook pixel ID
• Facebook re-targeting visitors
• Instagram ads and re-targeting

Search Engine Strategy

• Search Engine Optimization (SEO) strategy
• On-page and off-page optimization
• Google Ads - search, display and videos
• Re-targeting website visitors using Google Ads

Email Marketing Strategy

• Email marketing using MailChimp and connecting MailChimp with HubSpot
• Utilizing HubSpot as a marketing and sales platform
• Google Analytics

“START Methodology” Application Project