About the Course
This course provides a practical and strategic understanding of digital marketing and how
businesses can leverage online platforms to drive visibility, engagement, and revenue.
Participants will learn how to design, execute, and optimize digital marketing campaigns across
key channels such as social media, search engines, and email. The course focuses on
performance-driven marketing, enabling participants to attract the right audience and convert
them into customers.
It is designed to equip professionals with the skills needed to navigate the digital landscape and
achieve measurable business results.
Target Participants
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● Marketing and Communications Professionals
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● Business Owners and Entrepreneurs
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● Social Media Managers and Content Creators
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● Sales and Business Development Teams
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● Brand Managers
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● Anyone looking to build or improve digital marketing skills
What You Will Learn
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● Understand the fundamentals of digital marketing
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● Develop and implement effective digital marketing strategies
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● Run paid advertising campaigns on platforms like Facebook and Instagram
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● Create engaging content for different digital channels
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● Optimize websites and content for search engines (SEO basics)
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● Analyze marketing performance using data and analytics
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● Generate leads and convert them into customers
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● Build and manage a strong online presence
Course Duration
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● Face-to-face workshops: 5 days
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● Virtual Training: 7 days
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● LMS: Self-paced learning
Course Outline
Introduction to Digital Marketing
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● Overview of digital marketing
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● Importance of digital channels in business growth
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● Key digital marketing trends
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● Customer journey in the digital space
Digital Marketing Strategy
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● Setting marketing goals and objectives
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● Identifying target audience and buyer personas
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● Channel selection and strategy development
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● Identifying target audience and buyer personas
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● Budget planning and allocation
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● Campaign planning and execution
Social Media Marketing
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● Overview of social media platforms (Facebook, Instagram, LinkedIn, Twitter)
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● Content creation and content calendars
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● Community management and engagement
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● Social media growth strategies
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● Influencer and partnership marketing
Paid Advertising (Performance Marketing)
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● Introduction to paid ads
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● Facebook and Instagram ads setup and management
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● Audience targeting and segmentation
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● Ad creatives and copywriting
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● Campaign optimization and scaling
Search Engine Optimization (SEO)
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● Basics of SEO
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● Keyword research and implementation
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● On-page and off-page SEO
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● Website optimization techniques
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● Improving search engine rankings
Content Marketing
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● Content strategy development
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● Types of content (blogs, videos, graphics)
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● Storytelling for marketing
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● Content distribution channels
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● Measuring content performance
Email Marketing and Automation
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● Building email lists
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● Designing effective email campaigns
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● Automation tools and workflows
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● Personalization and segmentation
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● Measuring email performance
Analytics and Performance Traking
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● Introduction to marketing analytics
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● Key metrics and KPIs
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● Using tools like Google Analytics
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● Tracking conversions and ROI
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● Data-driven decision-making
Conversion Optimization and Sales Funnels
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● Understanding sales funnels
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● Landing page optimization
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● Lead generation strategies
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● Conversion rate optimization (CRO)
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● Customer retention strategies
Digital Marketing Trends and Innovation
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● Artificial intelligence in marketing
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● Emerging platforms and tools
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● Personalization and customer experience
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● Future of digital marketing
Training Approach
This course will be delivered through a coaching-first approach that goes beyond traditional
instruction. Whether in our Nairobi classroom, live virtual cohorts, or through our White Label
LMS, participants engage in a safe and nonjudgmental learning environment designed for
meaningful transformation.
We focus on the individual behind the professional title, connecting with the heart before
training the mind. This approach encourages reflection, practical application, and deeper
engagement, ensuring that learning is not only understood but also internalized and applied with
confidence.
Certification
Participants will receive a certificate upon successful completion of the course, recognizing their
knowledge and practical competence.
Customized Training Solutions
This course can also be delivered as a tailor-made program, designed to address the specific
needs, priorities, and operational challenges of your organization.
