Digital Marketing Management Training Course

Participants can define priority audiences using evidence-based segmentation and persona methods.

• STP model used to select commercially attractive audience segments
• First-party, survey, sales and behavioural data assessed for audience insight
• Jobs to Be Done interviews identify functional and emotional purchase drivers
• Persona profiles document needs, barriers, triggers, channels and decision roles
• Buying committees mapped across users, influencers, gatekeepers and economic buyers
• Segment attractiveness scored through value, accessibility, fit and growth potential

Participants can map customer journeys and develop propositions for priority moments.

• Customer journey maps connect needs, questions, touchpoints and conversion barriers
• Moments of truth identified from search behaviour, service data and feedback
• Value proposition canvas matches customer pains, gains and product benefits
• Message hierarchy separates primary promise, proof points and calls to action
• Trust signals selected for high-consideration, regulated and unfamiliar purchases
• Journey gaps prioritised by customer impact, business value and implementation effort

Participants can select and coordinate channels around audience needs and campaign goals.

• Channel selection matrix compares audience fit, intent, cost and controllability
• Paid, owned, earned and shared media assigned distinct campaign roles
• Always-on activity separated from launch, promotional and retention campaigns
• Channel sequencing aligns messages with awareness, consideration, conversion and loyalty
• Frequency planning prevents duplicated exposure and conflicting calls to action
• Integrated campaign architecture links creative assets, landing pages and follow-up

Participants can create a content strategy that supports audience questions and business objectives.

• Content pillars derived from audience needs, propositions and search demand
• Editorial calendars schedule formats, owners, approvals, distribution and refresh dates
• Hero, hub and help content models allocate production effort
• Content audits assess relevance, quality, performance, duplication and retirement needs
• Subject-matter experts briefed using interview guides and evidence requirements
• Repurposing plans adapt core assets for email, social, search and sales
• Content governance assigns ownership, review cycles, version control and escalation

Participants can diagnose website conversion barriers and specify practical improvements.

• Conversion paths mapped from entry source through form, purchase or enquiry
• Landing-page anatomy applies message match, hierarchy, proof and focused action
• Heuristic evaluation identifies usability friction using Nielsen usability principles
• Form design reduces abandonment through field minimisation and error prevention
• Mobile-first checks assess speed, readability, interaction and completion barriers
• CRO backlog prioritises hypotheses by impact, confidence and implementation effort
• A/B test plans define variants, primary metrics, duration and decision rules

Participants can manage organic and paid search activity around demand and conversion intent.

• Keyword research groups queries by intent, volume, difficulty and commercial value
• Search intent classification distinguishes informational, navigational, commercial and transactional queries
• On-page SEO specifies titles, headings, internal links and structured content
• Technical SEO checks crawlability, indexation, redirects, canonical tags and Core Web Vitals
• Google Ads account structure aligns campaigns, ad groups, keywords and landing pages
• Negative keyword lists protect budgets from irrelevant search queries
• Search reporting separates brand demand, non-brand demand and assisted conversions

Participants can plan social media activity that supports brand, demand and customer relationships.

• Platform selection reflects audience behaviour, content fit and commercial purpose
• Organic social calendars balance education, proof, participation and promotional messages
• Community management protocols define response times, escalation routes and tone
• Social listening identifies recurring questions, sentiment shifts and emerging issues
• Employee advocacy guidelines protect brand consistency, disclosure and customer confidentiality
• Influencer assessment examines audience quality, relevance, credibility, reach and disclosure
• Social metrics distinguish attention, engagement, traffic, leads and conversion contribution

Participants can design permission-based email programmes for acquisition, onboarding and retention.

• Email lifecycle maps acquisition, onboarding, activation, retention and win-back stages
• Consent records support lawful mailing preferences, source tracking and suppression
• Segmentation rules combine profile data, behaviour, recency and customer value
• Triggered email programmes respond to registration, abandonment, purchase and inactivity
• Subject lines, preheaders and send times tested against defined hypotheses
• Deliverability controls address authentication, list hygiene, complaints and engagement decline
• CRM handoffs specify lead scoring, sales alerts and feedback loops

Participants can allocate paid media budgets and manage performance against defined targets.

• Media objectives distinguish reach, traffic, lead generation, conversion and retention
• Budget allocation uses marginal returns, channel constraints and test-and-learn reserves
• Audience targeting balances first-party lists, contextual signals and platform options
• Media plans specify spend, flighting, formats, frequency and expected outcomes
• CPM, CPC, CPA and ROAS interpreted within funnel and margin context
• Creative rotation plans reduce fatigue while preserving controlled performance comparisons
• Pacing reports identify underspend, overspend, saturation and delivery constraints

Participants can write actionable campaign briefs and assess creative work against strategy.

• Single-minded proposition states the customer benefit and reason to believe
• Campaign briefs define objective, audience, insight, message, deliverables and constraints
• Creative territories tested against distinctiveness, relevance, clarity and credibility
• Copy frameworks apply PAS, AIDA and objection-handling message structures
• Calls to action matched to audience readiness and conversion path
• Asset specifications cover formats, dimensions, copy limits and accessibility requirements
• Approval workflows control legal, brand, product and stakeholder review stages

Participants can create a measurement plan that links marketing activity to decisions.

• Measurement frameworks connect objectives, KPIs, metrics, targets and decision owners
• GA4 event model distinguishes events, parameters, conversions and audiences
• UTM conventions standardise source, medium, campaign, content and term tagging
• Tracking plans document customer actions, data owners, tools and validation checks
• Data quality audits identify missing tags, duplicates, referral errors and bot traffic
• KPI trees relate media measures to leads, sales, revenue and retention
• Dashboard requirements distinguish executive, campaign and channel management views

Participants can interpret performance evidence and prioritise optimisation decisions.

• Funnel analysis identifies drop-off points between impression, click, conversion and retention
• Cohort analysis compares acquisition groups by activation, repeat purchase and value
• Attribution models compared using last-click, position-based and data-driven approaches
• Incrementality tests distinguish caused outcomes from coincidental observed conversions
• Performance diagnosis separates audience, offer, creative, channel and landing-page causes
• Optimisation registers record hypotheses, actions, evidence, owners and expected effects
• Weekly review routines convert reports into decisions and accountable next steps

Participants can apply essential governance controls to digital marketing activity.

• GDPR principles applied to lawful basis, transparency, minimisation and retention
• Consent management distinguishes necessary cookies from marketing and analytics cookies
• Privacy notices explain data purposes, sharing, rights and contact routes
• WCAG 2.2 checks address text alternatives, contrast, captions and keyboard access
• Brand safety controls exclude unsuitable placements, publishers and user-generated content
• Marketing claims reviewed for substantiation, fairness, clarity and approval evidence
• Incident escalation procedures address data breaches, complaints and harmful content

Participants can manage agencies, suppliers and marketing technology decisions with clear controls.

• Agency scopes define deliverables, service levels, responsibilities and commercial terms
• Supplier scorecards assess strategic input, delivery quality, responsiveness and results
• Request-for-proposal criteria compare capability, approach, cost, governance and references
• Martech stack maps CRM, analytics, automation, content and advertising platforms
• Build, buy and configure decisions weigh requirements, ownership, cost and integration
• Service-level agreements set response times, reporting cadence and issue escalation
• Quarterly business reviews examine performance, risks, priorities and improvement actions

Participants can prepare a financially credible case for digital marketing investment.

• Marketing budgets separate fixed costs, media spend, production and contingency
• Lead-to-sale assumptions connect conversion rates, sales capacity and revenue forecasts
• Customer acquisition cost calculated against contribution margin and customer lifetime value
• Scenario planning models conservative, expected and ambitious campaign outcomes
• Investment cases state assumptions, risks, dependencies, returns and decision thresholds
• Variance analysis explains differences between planned spend, delivery and outcomes
• Finance conversations use agreed definitions for revenue, margin, cost and payback

Participants can organise digital marketing work and report progress to stakeholders.

• RACI matrices clarify accountability across marketing, sales, technology and agencies
• Agile marketing boards visualise priorities, work in progress and delivery blockers
• Campaign operating rhythms schedule planning, production, launch, review and optimisation
• Stakeholder maps identify decision makers, contributors, blockers and informed parties
• Executive reporting focuses on outcomes, insights, risks, decisions and next actions
• Performance narratives explain cause, consequence, corrective action and expected impact
• Team capability assessments identify skill gaps, hiring needs and development priorities

Participants can assemble, review and present a complete digital marketing management plan for a selected business priority.

• Plan scope confirms commercial objective, priority audience, offer and planning horizon
• Audience evidence supports segmentation choices, personas and journey priorities
• Channel architecture integrates content, search, social, email, website and paid media
• Campaign brief specifies message, assets, budget, schedule, responsibilities and approvals
• Measurement plan defines KPIs, GA4 events, UTMs, dashboards and review cadence
• Risk register addresses data protection, accessibility, delivery dependencies and reputational issues
• Peer review tests commercial logic, feasibility, measurement quality and stakeholder clarity
• Presentation structure secures decisions on investment, ownership, timing and next steps