Digital Marketing Strategy Online

Perfect for anyone looking to get a comprehensive view of Digital Marketing, this six-week online course will help you to solidify your digital marketing knowledge and build a real-life strategy.
6 week online course
Group discussions and collaboration
8 - 10 hours a week
Industry case studies
3 Live expert talks*
Hands on with industry tools
This in-depth course moves quickly from key knowledge and concepts into practical application. You’ll learn when and where you can reach consumers and explore the tools you should consider to get your message in front of people who are likely to spend with you.
Week by week, you’ll work on your own Media Plan, following the journey consumers take when considering, buying and recommending your product or service. By the end of the course, you’ll walk away with a full Media Plan and portfolio, along with a certificate of completion.

Our course is structured around something called the purchase funnel. This unique approach means you’ll delve into all relevant channels (for instance Facebook, Banner Ads, email campaigns, etc.) as you follow consumers through their purchasing journey.

You’ll gain the broadest but most in-depth knowledge, preparing you to work on your own digital marketing campaigns, work as a generalist digital marketer, delve deeper into a specialism, or strategise with Marketers within your organisation.

We’ll focus on doing more than executing. We’ll prepare you to research, strategise, measure and improve performance at each and every stage.

Please note: this course is suitable for groups of over 20.
Course overview
Who is this course for?

School leavers, graduates and professionals switching careers

Gain a broad and deep holistic knowledge of Digital Marketing whilst gaining hands-on skills to enable you to work in an Agency or in-house.

Traditional marketers looking to move into digital

Bring your specialist knowledge up to date and quickly transition into Digital, no matter where you are in your career. Learn the language and skills you’ll need to run Digital and explore specialisms that you might want to expand your knowledge on and learn with Jellyfish.

Digital Marketing specialists moving into more strategic roles

Break out of your specialism by taking an in-depth look at broad digital marketing strategies while practically building the skills you need to take on a new role.

Small business owners or sole traders

Make sure you understand the basics of digital marketing and know where to focus your marketing efforts for maximum effect.

Why Jellyfish?

We’re real-world practitioners. Learning with Jellyfish means you’ll be learning from and working with the brightest in the industry, to learn what really works based on our expertise as a global digital partner. Our focus is to equip you with practical and hands-on skills that will take you further than a purely academic understanding.

We’re tool-agnostic, which means you’ll be prepared to work with the best tool for your job. We will explore and use certain tools in the course, and offer specialist courses you can take to further your knowledge.

We know what employers are looking for. We provide in-housing and hybrid solutions for organisations around the world, while simultaneously training some of the biggest agencies out there.

How it works
You’ll learn by working and reflecting as a group, which makes learning stick.

Working with your cohort as you progress through each week, you’ll be commenting and sharing feedback with each other. What you build and how you’ll improve it will be based on feedback from your cohort and our industry practitioners. By learning this way, you’ll naturally be able to work with stakeholders on real campaigns.

You’ll hear from practitioners in live webinars each week and have your questions answered by industry experts.*

You’ll walk away with a full marketing strategy and a Media Plan that will make your campaign run. You can choose between one of our lifelike examples, or bring a real campaign you're currently working on.

There is no formal examination. Your success depends on the work you put in to build a portfolio you’ll be proud to show any employer.

When you finish, we’ll provide you with a certificate of completion to include in your portfolio.

Channels we cover:
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

*Live talks are scheduled in weeks one, three and five. Where possible, they are on Thursdays at 6pm in the following timezones; UTC, UTC + 8 and UTC - 7.
Course Overview
Module 1 - Fundamentals
  • Unit 1: Introduction
  • The Landscape and Funnel marketing
  • Unit 2: The Digital revolution
  • Digital Marketing trends
  • Mobile developments
  • eCommerce
  • Marketing technology
  • Unit 3: Media Channels
  • Major marketing channels
  • Unit 4: Formats
  • Formats in review
  • The value of a holistic media plan
  • Live Webinar: Marketing for the connected world
Module 2 – Digital Campaigns
  • Unit 1: Programmatic Advertising
  • What programmatic advertising is and how it works
  • Unit 2: Analytics
  • Web Analytics
  • App tracking
  • Data management
  • Unit 3: Martech and Innovation
  • AI, Voice Assistants and innovation
  • Unit 4: Campaign Fundamentals
  • Campaign planning and KPIs
  • Personas
  • Competitor insights
  • Brand Safety
Module 3 – Awareness
  • Unit 1: Building awareness
  • Brand building
  • Awareness messages
  • Budgeting
  • Metrics that matter
  • Reach and frequency
  • Unit 2: Tools and opportunities
  • Building a content strategy
  • Keywords
  • Pinterest formats
  • Facebook
  • Influencer campaigns
  • Brand Listening
  • Google Shopping
  • Google Display Network
  • Display creatives
  • Live Webinar: Brand building is never a waste of budget
Module 4 – Consideration
  • Unit 1: How to be considered
  • Brand Values
  • Awareness vs Engagement
  • Remarketing
  • Metrics that matter
  • Analytics Behaviour Reports
  • Budgets & projections
  • Unit 2: Tools and opportunities
  • Social Media Management
  • SEO-friendly content
  • Personalisation
  • Building Paid Search
  • Paid Search Quality Score
  • Dynamic creatives
Module 5 – Conversion and Loyalty
  • Unit 1: Ready to convert
  • Nudging to Conversion
  • Building on Funnel Strategy
  • CPA calculations
  • Conversion tracking
  • Goals vs Events
  • Unit 2: Tools and opportunities
  • E-Commerce and CRO
  • Direct Response Content
  • Cross-device tracking & strategy
  • Unit 3: Nurturing loyalty
  • Brand Advocates
  • First-party audiences
  • Lifetime Value vs Average Revenue per User
  • Unit 4: Tools and opportunities
  • Remarketing Lists
  • Customer Match
  • Email Marketing at its best
  • Live Webinar: ‘Moments that Matter’
Module 6 – Delivering your campaign
  • Unit 1: Campaign Execution
  • Budget Planning
  • Going live
  • Reporting
  • Optimisation & testing
  • Unit 2: Reviewing a Campaign
  • Campaign data
  • Complete your proposed update
Why Digital?
Find the time to fit learning around your schedule by joining a digital learning cohort. You’ll gain the same experience, but work in your own time and learn in an environment that suits you. All you need to learn is a digital device and an internet connection. You can learn on any device. We’d recommend a tablet or laptop so you can easily build your media plan.
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