Course overview
Digital marketing teams often run search, social, email, content and paid media as separate activities, with inconsistent messages, unclear ownership and weak links to commercial results. This creates duplicated spend, fragmented customer experiences and reporting that counts clicks without explaining revenue, retention or customer value. An integrated approach connects audience insight, brand positioning, channel activity, content, conversion paths and measurement to a single commercial plan.
This course develops the practical skills needed to plan, execute and improve integrated digital marketing programmes. Participants define measurable objectives, segment audiences, map customer journeys, select channel roles and create campaign plans across paid, owned, earned and shared media. They work with SEO, paid search, social media advertising, email automation, content planning, landing-page optimisation, web analytics, attribution and campaign reporting. The course also addresses media budgeting, agency management, privacy requirements, testing methods and dashboard design.
Instruction combines short practitioner briefings with sector-based cases, group planning tasks, campaign simulations and structured review of participant work. Participants apply each method to a live business challenge or realistic case, building a connected set of planning documents throughout the course. They leave with an integrated digital marketing strategy, channel plan, measurement framework, campaign brief and optimisation roadmap that can be adapted for immediate use.
The course suits marketing professionals who already understand basic digital channels and now need to coordinate them around measurable commercial objectives. It is particularly relevant to teams responsible for demand generation, customer acquisition, brand campaigns, e-commerce growth, stakeholder communications or customer retention.
