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DMI Tracks – Advance Digital Strategy

DMI Tracks – Advance Digital Strategy

9 Hours Online • Short Course

Understand the fundamentals of digital communications and branding decisions that companies make when developing brands and explore the tactics, tools, and best practices for visualising, presenting, and reporting data and use insights to take actions that generate a higher ROI.

This expert-led short course is ideal for marketing professionals that want to plan, build, execute, and optimize an advanced digital marketing strategy. You will quickly increase your skills by exploring key areas such as brand building, budgeting, how to make data-driven decisions and focus on digital transformation strategy to drive growth.

Program learning outcomes and content

WHAT WILL I LEARN?

Key skills and competencies you will gain
  • Marketing Communication Fundamentals
  • Brand Communications
  • Public Relations
  • Understanding Data
  • Analytics and Analysing Data
  • Planning a Digital Marketing Budget
  • Driving Business Performance and Growth
  • Managing Digital Marketing and Digital Transformation Projects
Module 1 - Communications and Branding

Explore the theory of communications and the digital and traditional media mix. You will explore the concepts of brand equity and architecture and learn from seeing examples of how successful brands are built. You will also learn how to work with different stakeholders in the media and know the value of public relations to marketing activities.

Knowledge Gain:

  • Marketing Communication Fundamentals
  • Fundamentals of Digital Communications
  • Brand Decisions
  • Brand Communications
  • Public Relations

Tookits Included:

  • Creative Brief Template
  • Brand Style Elements Template

CaseStudy/Webinar:

  • How to Write a Press Release
Module 2- Using Data to Make Decisions Risk

Deep dive into data visualization, reporting and understand the fundamentals of digital marketing analytics and the best practices to apply in order to gain crucial insights into your campaigns

Knowledge Gain:

  • Understanding Data
  • Universal Analytics & GA4
  • Analyzing Data
  • Reporting on and Visualizing Data
  • Turning Data into Actions
  • Metrics and Measuring Progress

Tookits Included:

  • Walkthrough – Universal Analytics Overview
  • Walkthrough – GA4 Overview
  • Vizualising Data with Excel
  • Using Google Optimize to Improve Performance
Module 3- Budgeting Digital Strategy

Focus on the factors used to determine a digital marketing campaign budget and use budget tracking and media planning tools to explore creative budgets, media budgets, and digital media pricing.

Knowledge Gain:

  • Planning a Digital Marketing Budget
  • Applying a Digital Marketing Budget
  • Digital Media Pricing
  • Channel Integrations and Attribution

Tookits Included:

  • Digital Marketing Budgets
  • Paid Media Budget Forecasting Tool
  • Paid Media Scenario Forecasting Tool
Module 4- Using Digital Transformation to Drive Growth

Explore the concepts of digital transformation and how project management skills can be used to successfully implement projects. You will see the benefits of selecting the correct tactics and channels to suit your objectives and target audience. You will also explore techniques and tactics to drive growth and expansion in an organization.

Knowledge Gain:

  • Managing Digital Marketing and Digital Transformation Projects
  • Selecting Digital Channels
  • Digital Strategic Frameworks
  • Driving Business Performance and Growth
  • Digital Strategies and Growth

Case Study/ Webinar:

  • HSBC: Driving Digitization in Banking

Expert Insights:

  • Project Brief Template
  • Market Expansion Tool

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