Online course 
Group discussions 
40 to 60 hours 
Industry case studies 
3 Live expert talks* 
Hands-on with industry tools Buy 1 Private Course, Get 2 Scheduled Courses Free
Buy any private course for delivery in 2024, and receive two free scheduled training courses to be taken before March 31, 2025. See our offers page for more details.
We deliver great digital campaigns – and we’re here to help you deliver your own. This course balances breadth and depth of knowledge and skill to ensure everyone can collaborate strategically on their campaigns.
The course covers every stage of the customer purchase journey – from when you first get noticed (awareness) to established customers returning and telling everyone about your business (loyalty).
With expert guidance, your team will improve their understanding of marketing, and learn how to measure, research, and strategize campaigns. They will walk away with a full media plan and certificate of completion.
You’ll start by selecting between the standard version of the course or a customized version. Once we’re ready, we’ll kick things off in a welcome call.
Your team will experience a blend of self-paced interactive learning and live sessions – and our trainer will always be on hand to help them out. Throughout the course, they will work to create a real campaign, learning the end-to-end process of building, running and optimizing it. You’ll even be able to run the campaign for your organization at the end of the course.
To find out more, watch our explainer video, which goes into detail about what you can expect from this course.
Course overview
Who should attend:
Teams working together on marketing campaigns. When everyone has a shared strategic view, they work better together and deliver more with their campaigns. This involves people in marketing roles as well as business professionals working with your marketing team.
Brands and teams working with agencies. Challenge your agencies to innovate and deliver strong results by communicating on their terms. The course gives you enough strategic skill to encourage stronger results from your agency.
Small business owners or sole traders. Make sure you understand the basics of digital marketing and know where to focus your marketing efforts for maximum effect.
Traditional marketers looking to move into digital. Bring your specialist knowledge up to date and quickly transition into Digital, no matter where you are in your career. Learn the language and skills you’ll need to run Digital, and explore specialisms that you might want to expand your knowledge on.
New employees onboarding into your company. Gain a broad and deep holistic knowledge of digital marketing whilst gaining hands-on skills to enable you to work in an Agency or in-house.
Digital marketing specialists moving into more strategic roles. Break out of your specialism by taking an in-depth look at broad digital marketing strategies while practically building the skills you need to take on a new role.
What you'll learn:
By the end of this course, you will be able to:
- Create a marketing strategy and explain the benefits it yields
- Build a media plan from scratch, including budget recommendations and forecasts
- Identify key media channels, and describe their respective benefits and challenges
- List KPIs for each funnel stage, and how to measure these within the appropriate platforms, using the relevant attribution models
- Optimize and improve marketing campaigns
- Identify recent trends and expected developments in the digital marketing landscape
Course agenda
- Unit 1: Introduction
- The Landscape and Funnel marketing
- Unit 2: The Digital revolution
- Digital Marketing trends
- Mobile developments
- eCommerce
- Marketing technology
- Unit 3: Media Channels
- Major marketing channels
- Unit 4: Formats
- Formats in review
- The value of a holistic media plan
- Live Webinar: Marketing for the connected world
- Unit 1: Programmatic Advertising
- What programmatic advertising is and how it works
- Unit 2: Analytics
- Web analytics
- App tracking
- Data management
- Unit 3: Martech and Innovation
- AI, Voice Assistants and innovation
- Unit 4: Campaign Fundamentals
- Campaign planning and KPIs
- Personas
- Competitor insights
- Brand safety
- Unit 1: Building awareness
- Brand building
- Awareness messages
- Budgeting
- Metrics that matter
- Reach and frequency
- Unit 2: Tools and opportunities
- Building a content strategy
- Keywords
- Pinterest formats
- Influencer campaigns
- Brand Listening
- Google Shopping
- Google Display Network
- Display creatives
- Live Webinar: Brand building is never a waste of budget
- Unit 1: How to be considered
- Brand Values
- Awareness vs Engagement
- Remarketing
- Metrics that matter
- Analytics Behaviour Reports
- Budgets & projections
- Unit 2: Tools and opportunities
- Social media management
- SEO-friendly content
- Personalization
- Building paid search
- Paid search quality score
- Dynamic creatives
- Unit 1: Ready to convert
- Nudging to conversion
- Building on Funnel strategy
- CPA calculations
- Conversion tracking
- Goals vs. Events
- Unit 2: Tools and opportunities
- E-Commerce and CRO
- Direct Response Content
- Cross-device tracking and strategy
- Unit 3: Nurturing loyalty
- Brand advocates
- First-party audiences
- Lifetime Value vs. Average Revenue per user
- Unit 4: Tools and opportunities
- Remarketing Lists
- Customer Match
- Email marketing at its best
- Live Webinar: ‘Moments that Matter’
- Unit 1: Campaign Execution
- Budget Planning
- Going live
- Reporting
- Optimization and testing
- Unit 2: Reviewing a Campaign
- Campaign data
- Complete your proposed update
