Class Details
Digital Marketing Strategy Course for Managers and Leaders
Course summary
In this course, you will learn how to present a clear, robust, and data-driven digital marketing strategy to key stakeholders, with KPIs aligned to business goals.
Digital marketing spend now outpaces traditional channels and is the primary way businesses engage customers. With this shift comes an overwhelming amount of data – every click and impression is trackable. This course shows you how to put that data in context, using it to guide teams, evaluate agencies, and communicate strategy effectively.
Join us to learn how your organisation can cut through the noise and build an effective, profitable digital marketing strategy.
Aims
This course aims to equip marketing managers, leaders, and business owners with the ability to review and guide digital strategy holistically. You will learn how to confidently audit, analyse, and interpret data across channels and audiences, and then make informed decisions that drive team performance and business outcomes.
Learning outcomes
By the end of this course, you should be able to:
- map a potential customer’s digital journey with your brand
- describe the current digital landscape and identify the right channels to engage your audience
- audit current digital marketing activities and team or agency outputs
- create an omni-channel digital marketing plan with clear channels that will work best for you
- set KPIs that measure impact and align with business objectives
- build a cohesive digital marketing strategy tailored to stakeholder goals
- understand tracking and attribution at a high level to ask the right questions of your teams
- present effective, easy-to-understand reporting to stakeholders.
Content
- The evolving digital landscape and consumer trends
- Defining campaign objectives, budgets, and KPIs
- Using data and auditing tools to refine strategy
- Understanding attribution models
- Tracking interactions and conversions
- Evaluating customer behaviour, value, and customer journey
- Attributes of a successful strategy: purpose, KPIs, “win” channels
- Creating clear reporting
- Engaging stakeholders to secure buy-in
Who this course is for
This course is suitable for business owners and marketing professionals in medium-to-large organisations, as well as start-up founders with some marketing experience. It is best suited for those managing teams, agencies, or stakeholders who want clarity and confidence in directing strategy.
The curriculum will be adapted to accommodate varying experience levels, sectors, and industries based on class attendance.
Prerequisites
This course is aimed at participants who are already familiar with the basics of digital marketing.
Delivery modes
- Face-to-face, presenter-taught workshop using your own device
- Online workshop via the platform Zoom
Materials
Course materials are distributed electronically using Dropbox.
What you need to do before the course
To participate in this course, you will need to have a laptop. If you have Meta, LinkedIn or Google analytics accounts set up, please ensure you have your login details ready.
Sessions
Location
Online via Zoom
Other information
Our online via Zoom courses are interactive and delivered in real-time. You will have the chance to ask questions and join in activities, just as you would in any in-person class.
Our facilitators are well versed in Zoom delivery and will skillfully guide you in your online learning journey.
Instructions regarding how to connect to online classes will be sent to participants about 4 days before the class commences.
Meet the facilitators
Heather Porter
Heather Porter has 15 years’ experience in digital marketing as a business owner, consultant and speaker, and holds a Bachelor of International Business from San Diego State University. She is the founder of Website Love, a website development and social media agency specialising in digital marketing strategies for educational services, coaching and consulting businesses.
Heather is an Amazon Kindle #1 bestseller, co-author of four business books, and trainer of ‘That Social Media Show’ on the Bizversity business app used in over 100 countries. She is also one of seven Meta (formerly Facebook) Certified Lead Trainers in Australia and New Zealand, and is a Meta Certified Media Buying Professional.
Heather regularly speaks for local councils, chambers of commerce and business training organisations. For the last three years, she has also been the Master Social Media Trainer for Pacific Trade Invest Australia where she regularly trains and supports businesses throughout the Pacific Islands on how to use social media.
Heather loves helping simplify digital marketing for businesses so they can easily pinpoint what works for them and stop wasting time and resources.
