Digital Marketing Strategy & Planning

The Chartered Institute of Marketing

The Chartered Institute of Marketing

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Who should attend

This course is for anyone with responsibility for planning and creating a digital strategy in any type of organisation.

About the course

This highly interactive virtual course will help you develop a digital marketing strategy that you can take away and implement in the real-world. Using practical tools, techniques and frameworks throughout, the course will help you develop a strategy that is both customised to your unique situation and can be implemented with the resources you have available. Over a six-week period, you’ll join a group of fellow participants for a weekly 1.5-hour session led by highly experienced digital marketing practitioner. Each session builds on the previous one to increase your knowledge and build a strategy plan that you can take away and implement.

You’ll be provided with a strategy framework document that you can customise and build throughout the 6 sessions, with the final session giving you an opportunity to pitch back your plan to your peers.

  • Week 1: Digital marketing in perspective - challenges and trends
  • Week 2: Digital marketing strategy:analysis, targeting and personas
  • Week 3: Objectives, KPIs  and building a measurement framework
  • Week 4: Developing an OVPand channel considerations
  • Week 5: Planning integrated digital marketing campaigns
  • Week 6: Measurement, iteration and ROI & final strategy workshop

Learning outcomes

By the end of the course you will be able to:

  • Develop and build a digital marketing strategy
  • Identify business ‘blocks’ that can slow down or prevent the effective implementation of your digital strategy
  • Build personas and user journey maps to help you develop effective digital plans
  • Understand the core tactical consideration to allow you to review activity effectively
  • Understand and analyse web and social analytics for integration into measurement frameworks
  • Build effective measurement plans to ensure the ongoing effectiveness of your strategy

Experts

Daniel Rowles

Daniel has been working in Digital Marketing for the past 19 years, with extensive experience working both client side and within the agency environment. He is a Course Director for the CIM, a certified Google Squared trainer and a lecturer at Imperial College and Cranfield School of Management. ...

Ciaran Rogers

Experienced digital marketer and co-host of Target Internet's Digital Marketing Podcast, Ciaran has been practising and developing digital marketing techniques and strategies for the last 19 years. Ciaran has helped organisations of all types to use digital marketing effectively, working with a ...

Digital Marketing Strategy & Planning at The Chartered Institute of Marketing

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.