Digital Marketing Strategy
A comprehensive framework for developing and executing integrated digital marketing strategies that drive measurable results. Moves participants beyond channel-specific tactics to a holistic, strategic perspective, ensuring that every digital activity is aligned with overarching business objectives.
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What You'll Learn
Conduct a situation analysis (internal and external) to identify key strategic challenges and opportunities
Formulate measurable digital marketing objectives that are directly aligned with business goals
Develop a comprehensive digital strategy, including target audience definition, channel selection, and a content plan
Create a tactical plan for the execution of the digital strategy
Design a measurement framework to track performance and demonstrate the ROI of digital marketing activities
About This Course
This essential course provides a comprehensive framework for developing and executing integrated digital marketing strategies that drive measurable results. It moves participants beyond channel-specific tactics to a holistic, strategic perspective, ensuring that every digital activity is aligned with overarching business objectives. The course is designed for practitioners who want to build a robust foundation in strategic planning, enabling them to design, implement, and measure the impact of their digital marketing efforts with confidence and clarity. The course addresses the persistent strategy deficit identified by the CIM — many digital marketers are proficient in specific channels but lack the strategic framework to integrate them effectively. It builds the horizontal bar of the "T-shaped marketer," enabling specialists to become more effective and versatile. **Assessment**: A final project requiring the creation of a complete digital marketing strategy for a given case study, including a situation analysis, objectives, a tactical plan, and a measurement framework. **Reading List**: Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson. | Smith, P.R. & Zook, Z. (2019). Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page.
Who Is This For?
- →Open entry — no formal prerequisites required
- →Suitable for anyone with an interest in marketing
- →Basic familiarity with digital marketing channels is helpful but not required
Course Content
RAMMS Framework
This course covers:
Phases 1, 2, 3, 4, 5, 6
FunnelLabs
Visualise customer journeys, build marketing funnels, and map personas — the practical tool used alongside this course.
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