The CIM Digital Marketing Programme

Overview

The CIM Digital Marketing Programme is a focused, practical course for marketers who want to plan, manage and measure digital activity with greater confidence and commercial impact. It covers the latest tools, channels and techniques - giving professionals a structured approach to building digital marketing strategies that deliver results. 

The course explores key digital channels including SEO, PPC, social media, content, email, influencer, affiliate and display. Delegates learn how to integrate digital into wider marketing strategy, use data to drive decision-making, and apply best-practice frameworks across the customer journey. 

Who should attend?

This is a practical course for marketers responsible for planning or managing digital channels, whether in a digital specialist or general marketing role. It is ideal for those who want to improve their ability to deliver integrated digital strategies, manage performance and contribute more confidently to business growth. No technical knowledge is required. 

Learning outcomes

The Digital Landscape

• • Understand how technology and customer behaviour shape digital marketing
  • Analyse the impact of AI, martech, and emerging tools on marketing strategy
  • Explore the regulatory environment including data privacy and compliance
  • Evaluate opportunities and risks in an evolving digital context

Digital Marketing Strategy

• • Develop digital marketing strategies aligned with business and customer goals
  • Integrate digital into multichannel and global marketing plans
  • Address the challenges of digital integration and resource allocation
  • Use strategic frameworks to ensure consistency and local relevance

Digital Marketing Planning

• • Build structured digital plans using customer personas and journey mapping
  • Forecast budgets and allocate spend across digital activity
  • Apply attribution models to assess digital contribution
  • Align planning to engagement, conversion and retention objectives

Digital Marketing Channels

Apply strategic use of key digital channels:

• • SEM: Use search to capture intent and direct high-value traffic
  • Organic Search: Increase visibility with relevant, optimised content
  • Paid Search: Target specific audiences with measurable ad spend
  • Websites: Create a clear, user-friendly experience that supports conversion
  • Display Advertising: Build awareness through targeted digital presence
  • Social Media Marketing: Connect and engage with audiences across platforms
  • Content Strategy: Plan content that supports brand and customer goals
  • Influencer Marketing: Activate campaigns using creators to drive action
  • Affiliate Marketing: Drive performance through cost-effective partner networks
  • Email Marketing: Deliver relevant messages to build loyalty and prompt action

Digital Marketing Performance

• • Define and track digital KPIs and success metrics
  • Apply frameworks such as SOSTAC and data storytelling
  • Use tools such as Google Analytics 4 (GA4) for monitoring and evaluation
  • Analyse and report performance to support continuous improvement