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Certified Digital Marketing Specialist

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Course Overview

The Certified Digital Marketing Specialist in Strategy and Planning program is suitable for individuals who are responsible for the planning, build, execution, and measurement of digital strategy and planning. This includes digital marketing or strategy specialists, consultants, executives, or anyone who is aiming to pursue a career in digital strategy, or to enhance their overall digital marketing knowledge.
The program is most suitable for participants who are familiar with the foundational concepts of marketing and with marketing in a digital world. It is specifically aimed at deepening learners’ knowledge of digital marketing strategy and digital or omnichannel marketing campaign planning

Key Takeaways

Use the key strategy components to develop an effective digital strategy for your business
Execute a marketing campaign and evaluate its effectiveness in terms of brand performance
Create a budget for a digital strategy and resource it effectively

Digital Marketing Institute
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The Digital Marketing InstituteSM offers courses in Digital Marketing, Digital & Social Selling, Strategy and Planning, Social Media, Mobile Marketing, and Search Marketing - just choose your area of interest. Find out what course works best for you. At the Digital Marketing Institute, we have made it our mission to transform the skills and knowledge of digital professionals on a global scale. There are three core reasons for this. The first is to advance the careers of marketers and sellers, the second is to address the digital skills shortage to ensure businesses have a capable and agile workforce. The final reason is to provide educators with professional certifications that can nurture future generations. We’re as passionate as we are ambitious, and the journey has only just began.

Course Outline

Module 1
This module introduces the key concepts underlying the Digital Marketing Institute’s 3i Framework for selecting and implementing the best digital strategy for your organization. It provides an overview of the key components in an effective digital strategy, which are expanded upon in much greater detail in subsequent modules. It also covers different types of business strategies, the difference between a business value proposition and a digital value proposition, and the importance of robust strategic management to maintain a long-term strategy.
The DMI Methodology
→ Lesson Goal: To understand the fundamental concepts underpinning the DMI 3i Methodology and the DMI Framework for digital strategy and planning
Key Digital Strategy Topics
→ Lesson Goal: To recognize the importance of the key components in an effective digital strategy
Adding Value to a Digital Strategy
→ Lesson Goal: To recognize how to develop an effective business strategy
Improving a Digital Strategy
→ Lesson Goal: To understand the importance of strategic management and maintaining a long-term strategy
Module 2
Traditional Communications
This module introduces fundamental marketing principles and tools including the value proposition, the classic marketing mix, market research, the customer journey, communications planning, creative planning, media strategy, and amplifying brand performance. By referring to current and recent examples, it illustrates how digital technology and changing consumer behavior and lifestyles are altering the consumer decision-making process and disrupting traditional marketing models and strategies.
Formulating a Marketing Strategy
→ Lesson Goal: To recognize the value of analyzing the purpose and value proposition of a business when formulating a marketing strategy and to understand how the shift in power from retailers to consumers and the digital revolution are redefining the way businesses design their communications and marketing strategies
Integrating Different Assets into a Marketing Plan
→ Lesson Goal: To recognize how technology is changing consumer lifestyles and the purchase decision-making process and its implications for marketing communications and strategy
Conducting Market Research and Communications Planning
→ Lesson Goal: To conduct market research and identify the requirements for a creative brief and marketing communications plan
Planning Creative and Media Strategy
→ Lesson Goal: To develop a creative strategy and media plan to amplify brand performance
Module 3
Digital Communications
This module begins by covering the benefits and challenges associated with digital communications and the importance of researching and selecting the most appropriate digital channels to reach and engage with your target audience. It covers the tools and digital PR activities you can use to extend your reach on social media, content management, the factors to consider when creating a budget for a digital campaign, resourcing a digital team, and the importance of aligning digital metrics with customer service metrics to review the performance of a digital campaign.
Fundamentals of Digital Communications
→ Lesson Goal: To understand the fundamentals of digital communications planning
Planning a Digital Campaign
→ Lesson Goal: To understand your audience and choose the most appropriate channels for your campaign
Executing a Digital Campaign
→ Lesson Goal: To create a budget for your digital strategy and to resource it effectively
Analyzing a Digital Strategy
→ Lesson Goal: To review, measure, and analyze your digital strategy
Module 4
Digital Channels
This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.
Channel Planning
→ Lesson Goal: To recognize best practices when planning your digital channels
Inbound Channels: Social and Content
→ Lesson Goal: To recognize best practices for social media marketing and content marketing
Inbound Channels: Search Engine Marketing
→ Lesson Goal: To recognize best practices for search engine marketing
Inbound Channels: Email, Affiliate, and Automation
→ Lesson Goal: To recognize best practices for email marketing, affiliate marketing, and marketing automation
Outbound Channels: Display and Video Advertising
→ Lesson Goal: To recognize best practices for display and video advertising
Module 5
Marketing Automation
This module begins with the fundamentals of marketing automation and looks at how businesses are using marketing automation tools with CRM software to create significant sales enablement, lead nurturing, and customer relationship management opportunities. It provides in-depth coverage on generating, managing, and nurturing leads, including topics on importing and managing contact lists, lead scoring and tracking, segmentation, retargeting, and using marketing automation data and social media automation tools to drive campaigns and to detect new business opportunities.
Key Concepts in Marketing Automation
→ Lesson Goal: To describe and apply the key concepts in marketing automation
Managing and Nurturing Leads
→ Lesson Goal: To adopt best practice for managing and nurturing leads
Generating and Communicating with Leads
→ Lesson Goal: To recognize opportunities for generating new leads using automation tools and use best practices to communicate with them
Analyzing and Optimizing Leads
→ Lesson Goal: To recognize how to use automation data to analyze and report on leads
Module 6
Budget and Resourcing
→This module dives deep into budgeting and resourcing digital campaigns to set them up for success. It begins by focusing on how to plan a digital marketing budget including the key budgetary factors to consider during planning. It covers how to maximize ROI for a given budget and best practices for recruiting and retaining key digital talent. It also covers topics on setting a budget, addressing campaign objectives and KPIs, timeframes, forecasting, organizational structure and systems, and supporting processes and software. Applying a budget is also covered, including specific topics on traditional media budgets, optimizing digital media budgets, digital media pricing, channel integration and attribution, and budgeting for creative.
Planning a Digital Marketing Budget
→ Lesson Goal: To recognize the factors to consider when planning a marketing budget
Setting a Digital Marketing Budget
→ Lesson Goal: To set a marketing budget
Applying a Digital Marketing Budget
→ Lesson Goal: To monitor and optimize a budget during campaign execution
Recruiting and Training Digital Marketing Personnel
→ Lesson Goal: To use best practices for recruiting and training digital marketing personnel
Module 7
Big Data and Analytics
This module dives deep into data and analytics – two critical facets of digital marketing and digital strategy. It begins with topics on data cleansing and preparation, the different types of data, the differences between data, information, and knowledge, and data management systems. It covers best practices on collecting and processing data, big data, machine learning, open and private data, data uploads, and data storage. The module concludes with topics on data-driven decision making, artificial intelligence, data visualization and reporting, and the key topic of data protection.
Preparing and Managing Data
→ Lesson Goal: To use best practices to clean up, prepare, and manage data
Collecting and Analyzing Data
→ Lesson Goal: To use best practices to collect, upload, and process data
Storing and Visualizing Data
→ Lesson Goal: To recognize how to store data effectively and extract meaning from it
Data-Driven Reporting
→ Lesson Goal: To recognize how to use data to drive decision-making and reporting
Module 8
Digital Leadership
This module probes the critical areas of digital leadership, digital strategy, and digital transformation. It is aimed at all marketers willing to establish personal leadership and shows how you can become a digital leader by learning from best practice. It covers topics on executive sponsorship, digital adoption, building effective digital teams and training, facilitating collaboration, and digital centers of excellence. It also covers processes for bringing a digital strategy into a mainstream market and how to manage a digital strategy to maturity. It concludes with topics focused on evaluating and reporting on a digital strategy, including metrics to track, stakeholder reporting, and establishing an executive digital footprint.
Fundamentals of Digital Leadership
→ Lesson Goal: To recognize the concepts underpinning effective digital leadership
Becoming a Digital Leader
→ Lesson Goal: To recognize the actions and behaviors of an effective digital leader
Implementing a Global Digital Strategy
→ Lesson Goal: To direct the implementation of a digital strategy
Evaluating and Reporting on a Digital Strategy
→ Lesson Goal: To evaluate and report on a digital strategy
Module 9
Strategy Formulation and Plan
This module focuses on using strategic planning to drive marketing activities that will enable a business to win a competitive advantage. It covers assessing internal capabilities and addressing skills gaps, benchmarking, information gathering, SWOT analysis, evaluating digital channel tactics, and strategy implementation. It also covers documenting a digital strategy using SMART criteria and knowing how to evaluate the effectiveness of a digital strategy using KPIs, targets, and marketing analytics.
Analyzing a Digital Strategy
→ Lesson Goal: To use strategic planning to drive marketing activities and win a competitive advantage for a business
Documenting a Digital Strategy
→ Lesson Goal: To use best practices to benchmark a digital marketing strategy
Implementing a Digital Strategy
→ Lesson Goal: To use best practice tactics to implement a digital strategy
Reviewing the Effectiveness of a Digital Strategy
→ Lesson Goal: To understand how to review the effectiveness of your digital strategy

Who Should Attend?

This highly practical and interactive course has been specifically designed for
→ Marketing Managers
→ Senior Marketing Executives
→ Marketing Directors

Related Courses


What language will the course be taught in and what level of English do I need to take part in an LEORON training program?
Most of our public courses are delivered in English language. You need to be proficient in English to be able to fully participate in the workshop and network with other delegates. For in-house courses we have the capability to train in Arabic, Dutch, German and Portuguese.
Are LEORON Public courses certified by an official body/organization?
LEORON Institute partners with 20+ international bodies and associations.We also award continuing professional development credits (CPE/PDUs) for:1. NASBA (National Association of State Boards of Accountancy) 2. Project Management Institute PDUs 3. CISI credits 4. GARP credits 5. HRCI recertification credits 6. SHRM recertification credits
What is the deadline for registering to a public course?
The deadline to register for a public course is 14 days before the course starts. Kindly note that occasionally we do accept late registrations as well, but this needs to be confirmed with the project manager of the training program or with our registration desk that can be reached at +1071 4 1075 5711 or [email protected].
What does the course fee cover?
The course fee covers a premium training experience in a 5-star hotel, learning materials, lunches & refreshments, and for some courses, the certification fee and membership with the accrediting bodies.
Does LEORON give discounts?
Yes, we can provide discounts for group bookings. If you would like to discuss a discount on a corporate level, we will be happy to talk to you.