Digital Marketing Strategy & Planning

Learn how to build a holistic and effective digital marketing strategy end to end, from research and media planning to measurement and optimisation.
product
5 day course
Supporting material
Classroom, Virtual, Private
Classroom
Face to face, interactive classroom training run from our global training centres.
Virtual Classroom
A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

This five day course looks into the key channels digital marketers would consider in order to build an integrated digital marketing strategy, and the tools available to support these tactics.

Following the See, Think, Do, Care user journey, you will learn how to design a digital strategy and media plan within a real-world planning process; covering the full journey, from research to performance measurement.

With insights and approaches for incrementality vs efficiency studies, audience first planning, and data ethics, you'll leave feeling confident to have challenging conversations regarding live media plans as well as the broader digital marketing landscape.

Our Digital Marketing Strategy & Planning course is available at our training centre in The Shard, London and will run over five consecutive days. We also offer private training at a location of your choice or via Virtual Classroom.

Course overview
Who should attend:
Whether you’re a C-Level Executive hoping to get a better understanding of your business's digital marketing plans, or a graduate trying to break into the marketing industry, this course will solidify any existing knowledge and give a rounded view of the landscape.

Those in finance, data science, or other non-activation media related roles will benefit from achieving a greater understanding of how media can be planned for maximum efficiency, and how to troubleshoot common challenges.
Walk away with the ability to:
  • Describe key media channels, and their respective benefits and challenges
  • Explain how to design a holistic marketing strategy, and the benefits this yields
  • Detail the digital marketing landscape, including recent trends and expected developments
  • Build a media plan from inception to completion, including budget recommendations and forecasts
  • List KPIs for each funnel stage, and how to measure these within the appropriate platforms, using the relevant attribution models
Course agenda
Day 1: Landscape
  • Reviewing the digital ecosystem, evolution, trends, and landscape
  • Introduction to media channels
  • User behaviour and digital trends
  • See, Think, Do, Care framework
  • Media strategy and planning approach
Days 2-4: Media Plan
  • Build a digital marketing strategy with accompanying media plan across 3 days
  • Detail formats, messaging, and platforms for each funnel stage
  • Review measurement approaches and relevant tools for each funnel stage
Day 5: Workshop & Futures
  • Build your own media strategy and channel plan using a real world example
  • Future of digital marketing and expected developments
  • Implications of machine learning & AI
  • Q&A / troubleshooting
Book this course
£1,899 ex VAT
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