Marketing & Communication

Digital Marketing Techniques

This course provides practical insights into digital marketing techniques, focusing on SEO, content marketing, social media strategies, email marketing, and analytics. Participants will develop actionable skills to enhance their marketing efforts and drive measurable results in their organisations.

5 days Classroom or live online English

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Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

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Why attend

From knowledge to real-world impact.

Digital marketing is crucial for businesses aiming to thrive in a competitive landscape. Professionals often struggle with effectively utilising digital channels to reach their target audiences, leading to missed opportunities and suboptimal marketing performance. This course addresses these challenges by equipping participants with essential techniques to enhance their digital presence, including SEO optimisation, content creation, and social media engagement strategies. By mastering these skills, participants will be able to make informed decisions that directly impact their marketing outcomes, ensuring that their organisations remain relevant and competitive in the digital age. Furthermore, the course will empower them to leverage data analytics to refine their strategies based on real-time feedback and performance metrics.

Participants will engage in practical exercises that mirror real-world scenarios, enabling them to apply digital marketing techniques effectively. They will learn to analyse data from various digital platforms, create compelling content, and develop targeted campaigns that resonate with their audiences. By practising these skills, participants will gain the confidence to implement strategies that drive engagement and conversions. The course culminates in a comprehensive project where they will integrate all learned techniques, allowing them to leave with a robust digital marketing plan tailored to their organisation's needs. This hands-on approach ensures that participants can immediately apply their new skills to enhance their marketing initiatives.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course employs a blend of interactive workshops, case studies, and hands-on exercises to build practical capabilities in digital marketing. Participants will work on real-life scenarios, utilising tools such as Google Analytics and social media platforms to develop campaigns. Each day includes collaborative group activities where participants will create marketing materials, analyse performance data, and present their findings. Outputs will include a comprehensive digital marketing plan, performance analysis reports, and campaign proposals, demonstrating their understanding and application of the techniques learned throughout the course. This approach ensures that participants not only learn theoretical concepts but also gain essential practical experience.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Analyse the components of an effective digital marketing strategy and identify key performance indicators (KPIs).
Design a content marketing plan that aligns with target audience needs and business objectives.
Implement SEO techniques to improve website visibility and organic search rankings.
Evaluate social media platforms for their suitability in reaching specific target audiences.
Construct an email marketing campaign that adheres to best practices and legal requirements.
Assess digital marketing analytics to measure campaign performance and inform future strategies.

Target audience

Who should attend.

This course is suitable for:

Marketing professionals seeking to enhance their digital skills.
Business owners aiming to improve their online presence and customer engagement.
Sales teams looking to leverage digital channels for lead generation.
Communications specialists tasked with managing digital content and outreach.

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Developing comprehensive digital marketing strategies.
Utilising SEO tools and techniques effectively.
Creating engaging content tailored to target audiences.
Implementing and managing social media campaigns.
Analysing digital marketing performance metrics.
Executing email marketing campaigns with compliance.

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Foundations of Digital Marketing

Applied activity: Participants will create a digital marketing strategy outline for a fictional product, identifying key channels and target audiences while justifying their choices based on market research and customer insights. They will also consider potential challenges and opportunities in the digital landscape.

Output: A digital marketing strategy outline with justifications and a SWOT analysis.

09:00–09:54Understanding digital marketing concepts and terminology in context.
09:54–10:48Identifying key digital marketing channels and their roles in strategy.
10:48–11:00Exploring the customer journey in a digital context to enhance targeting.
11:00–11:30Coffee break
11:30–12:12Exploring the customer journey in a digital context to enhance targeting. (continued)
12:12–13:06Setting measurable objectives for digital marketing efforts and campaigns.
13:06–14:00Defining target audiences using segmentation techniques and tools.

Day 2Content Marketing Essentials

Applied activity: Participants will develop a content marketing plan for their fictional product, including types of content, distribution channels, and a content calendar. They will also outline how to measure the success of each content piece and adjust strategies accordingly based on audience feedback.

Output: A comprehensive content marketing plan with a content calendar and measurement metrics.

09:00–09:54Defining content marketing and its importance in digital strategy and engagement.
09:54–10:48Identifying types of content and their purposes in various marketing contexts.
10:48–11:00Developing a content calendar to ensure consistent messaging and audience engagement.
11:00–11:30Coffee break
11:30–12:12Developing a content calendar to ensure consistent messaging and audience engagement. (continued)
12:12–13:06Creating engaging content that resonates with target audiences and drives action.
13:06–14:00Measuring content effectiveness through analytics and feedback mechanisms.

Day 3Search Engine Optimisation Techniques

Applied activity: Participants will perform keyword research and optimise a webpage for SEO, applying best practices learned during the session. They will also create a report detailing their optimisation strategy and expected outcomes, considering competition and search intent.

Output: An optimised webpage draft with a keyword strategy and a competitive analysis report.

09:00–09:54Understanding SEO fundamentals and its impact on visibility and traffic generation.
09:54–10:48Conducting keyword research to inform content creation and optimisation strategies.
10:48–11:00Optimising on-page elements, including meta tags and content structure, for better search rankings.
11:00–11:30Coffee break
11:30–12:12Optimising on-page elements, including meta tags and content structure, for better search rankings. (continued)
12:12–13:06Building backlinks and understanding off-page SEO strategies for authority.
13:06–14:00Utilising tools for SEO analysis and performance tracking to inform decisions.

Day 4Leveraging Social Media for Engagement

Applied activity: Participants will create a social media campaign for their fictional product, including post ideas, visuals, and a measurement plan. They will also decide on the best times and formats for posting to maximise engagement and reach.

Output: A detailed social media campaign proposal with content examples and a performance measurement plan.

09:00–09:54Identifying the right social media platforms for target audiences and business objectives.
09:54–10:48Creating a social media strategy that aligns with marketing goals and brand voice.
10:48–11:00Developing engaging posts and visuals for social media that encourage interaction.
11:00–11:30Coffee break
11:30–12:12Developing engaging posts and visuals for social media that encourage interaction. (continued)
12:12–13:06Measuring social media performance and engagement metrics to inform strategy.
13:06–14:00Understanding advertising options on social media platforms to enhance reach.

Day 5Analytics and Performance Measurement

Applied activity: Participants will analyse a set of fictional campaign data using Google Analytics, drawing insights and recommendations for future campaigns based on their analysis. They will present their findings to the group, focusing on actionable strategies for improvement.

Output: A performance analysis report with actionable insights and recommendations for future campaigns.

09:00–09:54Understanding the importance of analytics in digital marketing for decision-making.
09:54–10:48Setting up Google Analytics for tracking website performance and user behaviour.
10:48–11:00Interpreting data to inform marketing decisions and optimise campaigns effectively.
11:00–11:30Coffee break
11:30–12:12Interpreting data to inform marketing decisions and optimise campaigns effectively. (continued)
12:12–13:06Using analytics to optimise campaigns and improve ROI through data-driven insights.
13:06–14:00Creating reports to communicate findings and recommendations to stakeholders.

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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