Centre for Continuing Education

Digital Strategy Course for Experienced Marketers

Digital strategy. Planning for success in the digital age.

COVID-19 update: arrangement of our courses

We are now delivering courses online and in-person. Please check the delivery format of each class before enrolling.

Please note that course materials (excluding prescribed texts) are shared electronically within 48 hours of course commencement. Printing is not available.

Digital channels are the primary means by which business must now connect with customers. To be successful, marketers need to apply strategic thinking to their digital marketing activities.

Digital strategy must integrate with broader business objectives, which can be a challenge in larger organisations. Corporate marketers must be able to plan, optimise and integrate digital marketing holistically, to achieve internal buy-in and deliver a customer-centric approach that aligns with organisational goals.


This course aims to integrate your digital marketing tactics into a cogent marketing strategy that you can present to, and obtain approval from, key decision makers. Learn how to turn your ideas and those of your team into a robust strategy that is aligned with the wider business. You will develop the ability to tailor a strategy unique to the needs of your organisation, and integrate it with the core values and business goals to deliver measurable and accountable results.


By the end of this course, you should be able to:

  • recognise the tactical value of popular digital channels
  • asses your organisation’s position with respect to its digital competitors
  • identify digital trends and translate them into business opportunities
  • compile a strategic digital marketing blueprint
  • individually define your chosen strategy and tactics
  • present your strategy and obtain buy-in from stakeholders
  • restructure marketing silos to facilitate better marketing integration
  • accurately attribute results to earned, paid, owned and shared media channels.


Barriers and considerations

  • Organisational challenges
  • Brand, vision and culture
  • The customer-centric approach

A digitally challenged enterprise

  • Evaluate popular digital channels
  • Key channel benefits
  • Tactical values

Strategic planning

  • Goals, Objectives and Strategies
  • Budgeting
  • KPI’s

Action plans

  • Tactics, actions and controls

Stakeholder approval

  • Influencing decision makers
  • Presenting a digital strategy for growth


  • Attribution modelling
  • Data-based decision making
  • Calculating ROI

Intended audience

Suitable for business owners and marketing professionals in medium to large scale organisations who are seeking to refine and improve the ability of their organisation to compete and gain market share using digital tools.

Aimed at those who are already familiar with digital marketing, looking to take it to the next level, or those working with larger budgets that need to convince decision makers. Also suitable for anyone who is looking to better understand and review the work of a third party agency.


Some previous knowledge and experience using digital marketing channels is assumed.

Delivery style

Delivered as face-to-face training with an experienced marketing practitioner, using hands-on exercises, real-world examples, informative videos and actionable checklists.


A copy of the course slides will be provided in class.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • The course gave me confidence about the marketing activities that I'm doing right, as well as an understanding about how a few activities can be improved. Overall, I would give the course a 10/10.
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