Course information

In this course, you will learn how to present a clear, robust, and data-driven digital marketing strategy to key stakeholders, with KPIs aligned to business goals.

Digital marketing spend now outpaces traditional channels and is the primary way businesses engage customers. With this shift comes an overwhelming amount of data – every click and impression is trackable. This course shows you how to put that data in context, using it to guide teams, evaluate agencies, and communicate strategy effectively.

Join us to learn how your organisation can cut through the noise and build an effective, profitable digital marketing strategy.

This course aims to equip marketing managers, leaders, and business owners with the ability to review and guide digital strategy holistically. You will learn how to confidently audit, analyse, and interpret data across channels and audiences, and then make informed decisions that drive team performance and business outcomes.

By the end of this course, you should be able to:

• map a potential customer’s digital journey with your brand
• describe the current digital landscape and identify the right channels to engage your audience
• audit current digital marketing activities and team or agency outputs
• create an omni-channel digital marketing plan with clear channels that will work best for you
• set KPIs that measure impact and align with business objectives
• build a cohesive digital marketing strategy tailored to stakeholder goals
• understand tracking and attribution at a high level to ask the right questions of your teams
• present effective, easy-to-understand reporting to stakeholders.

• The evolving digital landscape and consumer trends
• Defining campaign objectives, budgets, and KPIs
• Using data and auditing tools to refine strategy
• Understanding attribution models
• Tracking interactions and conversions
• Evaluating customer behaviour, value, and customer journey
• Attributes of a successful strategy: purpose, KPIs, “win” channels
• Creating clear reporting
• Engaging stakeholders to secure buy-in

This course is suitable for business owners and marketing professionals in medium-to-large organisations, as well as start-up founders with some marketing experience. It is best suited for those managing teams, agencies, or stakeholders who want clarity and confidence in directing strategy.

The curriculum will be adapted to accommodate varying experience levels, sectors, and industries based on class attendance.

This course is aimed at participants who are already familiar with the basics of digital marketing.

Delivery modes

• Face-to-face, presenter-taught workshop using your own device
• Online workshop via the platform Zoom

Face-to-face classes

You are required to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You will need your own device.

Course materials are distributed electronically using Dropbox.