Description
Digital Marketing & Strategic Communications Programme
Course Overview
The Digital Marketing & Strategic Communications Programme is a comprehensive, industry-aligned course designed to equip professionals, entrepreneurs, and organisations with the tools to build, manage, and protect brands in the digital age.
Participants will gain practical skills in:
• Social media marketing
• Content strategy
• Digital advertising
• Brand positioning
• Analytics & performance tracking
• Online reputation management
• Crisis communication
• Public relations best practices
This course blends strategy, creativity, data analysis, and risk management.
Course Objectives
By the end of the programme, participants will:
• Develop and execute a digital marketing strategy
• Create high-performing content
• Manage paid digital campaigns
• Build and protect brand reputation
• Respond effectively to online crises
• Implement PR best practices
• Measure ROI and optimise performance
Course Structure
The programme is divided into core modules and specialist sub-modules.
MODULE 1: Foundations of Digital Marketing
• Understanding the digital ecosystem
• Buyer personas and target audience profiling
• Brand positioning in the digital space
• Marketing funnels and customer journeys
• Digital marketing ethics
Outcome: Participants understand the strategic landscape before execution.
MODULE 2: Content Strategy & Storytelling
• Content pillars and editorial calendars
• Copywriting fundamentals
• Video marketing basics
• Short-form vs long-form content
• Platform-specific content strategies
• SEO fundamentals
Outcome: Participants create strategic, audience-driven content.
MODULE 3: Social Media Marketing
• Platform deep dives (LinkedIn, Instagram, X, Facebook, TikTok)
• Community management
• Algorithm fundamentals
• Influencer partnerships
• Social listening tools
Outcome: Participants build and manage high-engagement social platforms.
MODULE 4: Paid Advertising & Performance Marketing
• Meta Ads
• Google Ads fundamentals
• TikTok Ads
• LinkedIn advertising
• Campaign budgeting
• A/B testing
• Conversion optimisation
Outcome: Participants run paid campaigns with measurable ROI.
MODULE 5: Analytics & Data-Driven Decision Making
• Google Analytics basics
• Social media insights
• KPI setting
• Reporting dashboards
• Campaign optimisation strategies
Outcome: Participants make marketing decisions based on data, not guesswork.
MODULE 6: Online Reputation Management
• Monitoring brand sentiment
• Managing reviews
• Handling negative feedback
• Digital footprint auditing
• Personal branding strategies
Outcome: Participants actively manage digital credibility.
SPECIALIST SUB-MODULE: Crisis Communication in the Digital Age
This advanced module focuses on managing high-risk situations in real time.
Topics Covered:
• Understanding reputational risk
• Crisis lifecycle stages
• Rapid response frameworks
• Social media crisis containment
• Internal vs external messaging
• Media holding statements
• Legal considerations
• Post-crisis recovery strategy
Practical Components:
• Drafting crisis response statements
• Simulated crisis scenario exercises
• Live response strategy planning
Outcome: Participants gain the ability to respond calmly, strategically, and effectively under pressure.