Digital Strategy and Leadership Specialist

What you cover

10 modules

1. 01Managing Marketing ActivitiesHow consumer research drives segmentation, targeting, positioning and value proposition, and the strategic choices on product, promotion, price and place that make up a marketing programme.
2. 02Brand Strategy and CommunicationsCommunications and branding across digital and traditional media: brand equity and architecture, working with media stakeholders, reputation management and PR, and handling a crisis online.
3. 03Digital Marketing & Customer ExperienceAudience research and segmentation, choosing channels, omnichannel strategy, and the customer journey and customer experience — including how core UX principles lift ROI.
4. 04Digital ChannelsChannel planning, inbound and outbound strategy, cross-media planning and mobile — with social, SEO, paid search, email and affiliate marketing, how AI optimises each, and automation, CRM and sales enablement.
5. 05AI, Analytics, Data, and EthicsData types and management, marketing analytics, using AI to get more from data, visualisation and reporting — and the privacy, ethics and data-protection questions that come with it.
6. 06Managing a Digital TeamThe skills of an effective manager, and how they differ from those of an individual contributor: managing digital teams, developing talent, motivation in hybrid and remote settings, and giving feedback.
7. 07Budgeting and Building an Effective Digital TeamSetting a campaign budget, managing creative and media spend and digital media pricing, and recruiting, training, onboarding, coaching and mentoring a digital team.
8. 08Digital LeadershipThe competencies of a digital leader and the move from managing to leading: big-picture thinking, emotional intelligence, trust, relationships and managing conflict.
9. 09Developing a Digital StrategySituation analysis with SWOT and PESTEL, frameworks such as SOSTAC, RACE, the 4 C's and AAAR, and a digital strategy built on SMART objectives, KPIs and an action plan.
10. 10Driving Business Performance with Digital Marketing StrategyDigital transformation and project management for marketing projects, the martech stack and data-privacy rules, and the metrics — from SEO visibility to customer acquisition cost — that show growth.