Digital Marketing Strategy & Planning

Overview

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 OVP and channel considerations 
Week 5: Planning integrated digital marketing campaigns 
Week 6: Measurement, iteration and ROI & final strategy workshop  

Who should attend?

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

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