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Digital Marketing for Decision-Makers
Do your digital investments genuinely serve your business objectives? Step back to assess channels, data and indicators, define priorities and engage with your marketing teams. This course is for business leaders and marketing managers who want to guide their digital strategy and assess actions beyond visibility metrics.
- Duration
- 2 days 14 hours
- Code
- MKG007FR Code
Presentation
Digital marketing refers to a range of promotional and communication strategies and actions used on the internet to promote products or services to specific customers. Activities include paid search advertising (SEA), search engine optimisation (SEO), email marketing, content marketing, social media marketing and much more.
For decision-makers, this approach is crucial because it offers effective ways to target, engage and convert customers in an increasingly connected world. This interactive course is therefore designed for professionals with decision-making responsibilities who want to understand and master digital challenges in business management.
Delivered over 2 days, this practice-oriented program provides the essential knowledge and skills to develop and implement an effective digital marketing strategy.
Objectives
Learning objectives:
- Understand digital marketing challenges and master its main levers.
- Analyse data and derive key performance indicators (KPIs).
- Develop an effective digital strategy.
- Put your digital marketing knowledge into practice.
Program
1. Introduction to digital marketing
- What is digital marketing?
- The importance of digital marketing for decision-makers.
- The main objectives of digital marketing.
2. Understanding the different digital marketing levers
- Search engine optimisation (SEO).
- Search engine advertising (SEA).
- Social networks.
- Email marketing.
- Content marketing.
3. Defining KPIs and analysing data
- Key performance indicators to monitor.
- Data analysis and tracking tools.
- Assessing the return on investment of digital marketing actions.
4. Establishing a digital strategy and action plan
- Defining objectives and target audiences.
- Developing a relevant digital strategy.
- Implementing an effective action plan.
5. Practical work and case studies
- Analysis of real-world scenarios illustrating successful digital strategies.
- Practical exercises to apply acquired knowledge.
- Discussion of the issues faced by decision-makers.
Audience
This course is intended for:
- business leaders, marketing and communication managers or directors, and sales managers.
Prerequisites
This course requires no specific skills.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
Course highlights
Lessons focused on experience sharing, discovering new digital strategies and extensive practical work.
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.