Certified Digital Strategy & Planning Specialist

Digital marketing might seem a world away from old-school marketing. But the basic principles of communications are still the same. And traditional advertising, sales and comms still have big influences on the way we do things in digital spaces. While there’s a ton more exciting opportunities with digital marketing, it’s important to remember what makes it all work in the first place. This module covers:

• marketing mixes
• customer journeys
• communications and creative planning
• media strategy
• amplifying brand performance

Compared to traditional comms, there’s an incredible array of channels, platforms and methods in digital communications. Audiences (your target markets) are more diverse and fragmented. And you’ve got to know them better than ever to communicate with them effectively. This module covers:

• fundamentals of planning in digital communications
• improving ROI
• understanding your audience
• setting budgets for strategies
• reviewing resources
• measuring and analysing results

Your audiences spend their time on a breadth of different digital channels. If you want to meet them where they are, you need to understand how, why and when they use each channel. And that’s before you know the technical aspects of marketing with each channel, plus how different channels integrate and work together. This module encapsulates the must-knows of digital channels, including:

• inbound and outbound strategies
• cross media planning
• digital channel mix
• social media
• content marketing
• search marketing
• email marketing
• affiliate marketing
• automation
• display and video advertising

Automation can’t do everything, but it can make your life a whole lot easier – and streamline your team’s work plans. It’s a smarter way to work that can save you time and resources whilst maximising your ROI. In this module, learn about your strategic options for:

• key concepts in automation
• from generating to managing and nurturing leads
• keeping automated comms true and relevant
• analysing and reporting on leads using automation data

Clever budgeting and resourcing isn’t just about how much money you’ve got to spend on a campaign. It’s about how you get the maximum ROI for your money, time and resources – including your team’s talent. Get confident with resourcing basics, including:

• key factors to consider
• setting a budget that makes sense
• monitoring and optimising budget as you go
• hiring, training and retaining the best people

‘Big data’ only sounds intimidating if you don’t know where it comes from and what it means. With a few key practices, you can turn the massive volume of data available to you as a marketer into something you can use to guide strategy in meaningful ways. This module helps you understand and confidently discuss:

• how data is collected and organised
• analytical tools for marketers
• artificial intelligence and other cutting-edge analytical tech
• applications for analytical tools

Leadership capability is essential if you want to confidently drive your organisation’s digital future, with the backing of your team and stakeholders. This module equips you with the insights to:

• lead transitions from traditional to digital marketing
• keep your knowledge and skills consistently up to date
• capably and convincingly implement digital strategies

A documented strategy is centred on a ‘how’: how you’ll get from where you are, to where you want to go. But there’s a lot more that goes into a clear and actionable digital strategy. In this module you’ll learn how to approach formulation methodically, including:

• research and intelligence
• developing multiple strategic alternatives
• selecting the best options for your organisation
• formalising and communicating your strategy