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This highly interactive virtual course will help you implement digital marketing campaigns, using a wide range of digital channels from an international perspective. Using practical tips and case studies, the course will provide you with the knowledge you need to make your activity a success in a range of markets. You will join a group of fellow participants led by a highly experienced international digital marketing practitioner, who has worked in over 50 countries. Award-winning case studies, from both developing and developed countries, will be used throughout the training. 

Session 1: Creating great content and driving people to it: Websites, Search Marketing, Customer Acquisition and Content Marketing 

Session 2: Customer Engagement: Mobile Marketing, Social Media Marketing and Email Marketing  

Who should attend?

This course will show you how to develop and adapt your international digital communications activities, so that they will be effective in the market you are targeting.  

Learning outcomes

Website and SEO:

  • How to optimise your website for different markets 
  • Understand the principles of search marketing
  • Using search channels like Google, Baidu, Bing, Yahoo, Yandex and Naver 
  • The principles of website design including user experience (UX)  
  • Learn the key metrics you should use for your website 

Customer Acquisition: 

  • Understand the principles of Paid search advertising in channels like Google, Baidu, Bing, Yahoo, Yandex and Naver 
  • Learn how to target display ads 
  • Discover how to target social media ads and which ad formats work the best, for each of the key global social media platforms 
  • Know how affiliate marketing works and when to use it 
  • Discover how to influence and select influencers  

Content Channels:

  • Learn the characteristics of localised content and how to create it  
  • Showcasing campaigns that have won global awards for marketing integration 
  • Discover how to use video and YouTube 
  • Understand when and how to use blogging to develop thought leadership content 
  • Develop audio content using podcasting and music streaming channels, such as Spotify playlists 

Mobile Marketing:  

  • Learn the latest global mobile marketing trends and statistics 
  • Discuss the impact mobile is having on search, web design, content channels and email marketing 
  • Discover when to use mobile apps and what how apps improve customer engagement 

Social Media Marketing:

  • How to create effective international social media campaigns 
  • Tools and techniques for measuring social media campaigns 
  • Top tips on how to use: Facebook, Messenger, Instagram, Pinterest, Tik Tok, WhatsApp, X/Twitter, Threads, Snapchat, YouTube, LinkedIn and WeChat 
  • Learn about social media channels from regions where the western channels are not used, like China and Russia (WeChat, QQ, VKontakte etc) 

Email Marketing, Automation and CRM: 

  • International email marketing best practice and trends 
  • Learn how to improve targeting and segmentation 
  • Discover why and how to utilise greater personalisation 
  • Use marketing automation to make your comms more efficient 
  • Learn how to use analytics, profiling and predictive modelling  

Course Dates

Start Date Duration Location
14 Dec 2023 1d Virtual
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29 Feb 2024 1d Virtual
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23 May 2024 1d Virtual
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Course Director

Nick Baggott

Nick Baggott FCIM is MD of Navigate Consulting Ltd and has worked in over 50 countries in Europe, Asia, Latin America, Africa, the Middle East and North America with clients like Google, Microsoft, American Express, Avon, EY, BP and Vodafone and will use examples from these brands and countries in the training. He has consulted on and managed campaigns using digital marketing for a number of years and has a successful digital marketing blog. He was formerly Group Client Service Director at Chemistry, having built the agency from start up to one of the UK’s biggest independent agencies before leaving when the company was sold to Publicis. Nick has been a CIM Course Director for a range of digital marketing courses for the last 9 years.


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