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Managing Digital Marketing


Course Outline

With huge shifts in the digital marketing environment, marketers need to keep pace with the latest trends to ensure their strategy and approach continue to deliver. This workshop will help marketers build stronger digital capabilities and crystallise their online vision & goals through a more strategic approach. A framework for reviewing and improving your current digital strategy will be introduced. Key decision points will be identified that you can use to identify new opportunities across the digital mix. These include the shift to content marketing and earned media strategies, alongside the latest trends in search marketing.

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You’ll leave with greater confidence about reviewing the options for incorporating digital tools within your marketing strategy and campaign activities. Your business can then be sure that it’s adopting and developing a structured approach to leverage digital communications technologies. On a personal level, you’ll take away practical advice that is immediately relevant and useful, on top of a clearer strategic focus and a better strategic approach to achieving your organisation’s online objectives.


This course assumes a working knowledge of digital media.

Attendees who will benefit most from this course are marketing managers who have a responsibility for digital communications and a wider team.


Evaluate the impact of digital on your team, your organisation and your brand.

Examine the main principles of new media strategy and their impact on planning

Define a vision and set objectives for your digital marketing strategy

Understand the pros and cons of the range of digital tools

Map the appropriate digital tools to achieve marketing objectives

Develop a plan to better integrate traditional and digital communications

Identify KPIs and deploy tools to monitor and improve your web marketing

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Course Outline

How to take this course

In-company Training

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