CIM Digital Marketing Program
The CIM Digital Marketing Programme focuses on the frameworks and techniques required to plan, execute, and measure effective digital marketing activity. Without a structured digital strategy, organizations risk losing relevance, reach, and return. This course addresses how to align digital marketing plans with business objectives, integrate across digital channels, and use data to drive performance. By attending, professionals will develop the skills needed to manage digital marketing activities strategically and commercially, delivering measurable outcomes and supporting business growth.
PrerequisitesNone — open to managers at all levels
5 Days
2 Sessions
Starting from USD 1,500
Available Online
Course Methodology
The course involves a combination of case studies, practical exercises, and group discussions to build practical skills in strategic digital marketing planning and performance management. Breakout sessions and organized feedback activities help everyone get involved and apply important digital frameworks in different areas like planning and evaluation.
Course Objectives
By the end of the course, participants will be able to:
- Analyze the digital landscape and understand the impact of evolving technology on customer behavior
- Develop integrated digital marketing strategies aligned with business and customer needs
- Structure effective digital marketing plans that balance channels, budgets and resources
- Apply channel-specific strategies for search, social, content, influencer, affiliate and email marketing
- Measure, evaluate, and optimise digital marketing performance using analytics and data storytelling
Target Audience
This course is designed for mid-level marketing professionals responsible for planning, managing, or integrating digital marketing into broader marketing activity. It is particularly relevant for those seeking to deepen their digital strategic planning capabilities and strengthen their understanding of how digital supports wider business goals. The course is also suitable for those with a good foundation in marketing who want to apply structured and measurable approaches to digital marketing management.
Target Competencies
- Digital strategy development
- Integrated marketing planning
- Channel management and optimization
- Digital marketing performance measurement
- Data interpretation and reporting
Course Outline
- The Digital Landscape
- Evaluating how digital technologies and platforms are reshaping customer behavior
- The impact of emerging technologies and regulatory frameworks on strategic planning
- Identifying key digital trends and risks to inform future-focused marketing activity
- Digital Marketing Strategy
- Building digital strategies that align with business priorities and deliver customer value
- Integrating digital effectively across global, multichannel, and cross-functional activity
- Using digital tools and frameworks to prioritize opportunities and manage complexity
- Digital Marketing Planning
- Structuring digital marketing plans using strategic frameworks and customer insight
- Aligning targeting, messaging, and resource allocation to campaign and business goals
- Applying attribution, budgeting, and forecasting tools to support commercial decision-making
- Digital Marketing Channels: The Role of Each Digital Channel in Delivering an Integrated Strategy
- Search Marketing
- Developing search strategies that improve visibility, reach, and conversion
- Aligning SEO and paid media to support campaign and content objectives
- Using search analytics to evaluate performance and refine approach
- Websites and UX
- Understanding the role of websites in brand, engagement, and conversion strategy
- Evaluating user journeys and on-site behavior to improve performance
- Applying UX principles to support consistency and accessibility across devices
- Display Advertising
- Using display to drive brand awareness and support performance campaigns
- How to plan targeting, creativity, and placement to match campaign goals
- Measuring display outcomes using behavioral and conversion data
- Social Media Marketing
- Aligning social channel activity to audience needs and brand strategy
- Developing content and engagement plans that support reach and relevance
- Measuring and optimizing social media impact using defined KPIs
- Content Strategy
- Creating content strategies that align with the customer journey and brand goals
- Managing production across formats and teams to ensure consistency and quality
- Using performance data to refine content approach and increase effectiveness
- Influencer Marketing
- Identifying strategic roles for influencers within brand and campaign plans
- Planning and managing partnerships that support measurable business outcomes
- Integrating influencer activity into the broader channel mix and evaluating ROI
- Affiliate Marketing
- Using affiliate models to support acquisition and performance marketing
- Selecting and managing partners in line with brand and commercial objectives
- How to monitor tracking, attribution, and compliance to optimize return
- Email Marketing
- Planning lifecycle email campaigns aligned to customer behavior and segmentation
- Optimizing message delivery, design, and calls-to-action to drive results
- Tracking engagement and ensuring alignment with data and privacy standards
- Search Marketing
- Digital Marketing Performance
- Defining meaningful metrics and KPIs to evaluate digital marketing success
- Applying evaluation frameworks and analytics tools to track and report outcomes
- Using insights to refine future digital activity and support commercial growth
Face to Face Courses
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