Centre for Continuing Education

Digital Strategy Course for Experienced Marketers

Digital Marketing. Learn digital marketing strategies that work.

Learn Digital Marketing the smart way with Digital Marketing courses at CCE, the University of Sydney.

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.

Aims

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.

Outcomes

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.

Content

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

Analysis

  • 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. It is 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. This course is also suitable for those looking to better understand and review the work of a third party agency.

Prerequisites

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.

Materials

Participants will be provided with a copy of the course slides.

Features

  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion
Digital Strategy Course for Experienced Marketers

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