Digital Media & Integrated Marketing Strategy Course

Register for this course

We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.

Course Overview

This course empowers professionals to design and execute data-driven, omnichannel marketing strategies that align with business goals and audience behavior. Participants will explore the full spectrum of digital media, from owned and earned media to paid campaigns, AI-enhanced content, and cross-platform storytelling. With a focus on customer journey mapping, performance analytics, and ethical personalization, learners will leave equipped to lead integrated campaigns that deliver measurable impact across web, social, email, and mobile.

Course Duration

5 Days

Target Audience

Marketing and brand managers
Digital strategists and campaign planners
Entrepreneurs and startup founders
Communication officers and PR professionals
Agencies managing multi-channel campaigns

Personal Impact

Gain confidence in leading integrated marketing initiatives
Build a portfolio-ready strategy and campaign blueprint
Strengthen their ability to align messaging with audience behavior
Stay ahead of trends with AI, automation, and omnichannel tools

Organizational Impact

Improve marketing ROI through strategic media planning and execution
Increase brand visibility and engagement across digital touchpoints
Build internal capacity for agile, data-informed marketing
Ensure compliance with global privacy and accessibility standards
Foster a culture of ethical, customer-centric communication

Course Level: Foundation

Course Objectives

By the end of this course, participants will be able to:

Develop integrated marketing strategies across paid, owned, and earned media
Use AI tools (ChatGPT, Jasper, Canva Magic) to streamline content ideation and personalization
Map customer journeys and align messaging with funnel stages
Launch and optimize campaigns across web, email (Brevo), social, and mobile
Analyze performance using GA4, heatmaps, and attribution models
Ensure compliance with ethical marketing and data privacy standards

Course Outline

Module 1: Digital Strategy Foundations

RACE and AIDA frameworks
Aligning digital strategy with business objectives
Owned, earned, and paid media integration

Module 2: Audience Intelligence & Journey Mapping

Persona development using behavioral data
Mapping awareness-to-conversion journeys
Touchpoint alignment and content planning

Module 3: Content Strategy & AI Tools

AI-assisted content creation (ChatGPT, Jasper, Grammarly)
Visual storytelling with Canva Magic and Pictory
Content calendars and omnichannel repurposing

Module 4: Channel Strategy & Media Mix

Web, email (Brevo), social, mobile, and influencer integration
Platform-specific messaging and timing
Budget allocation and media planning

Module 5: Campaign Execution & Automation

Launching cross-platform campaigns
Email automation flows with Brevo
Real-time collaboration and asset management

Module 6: Analytics, Attribution & Optimization

GA4, heatmaps, and multi-touch attribution
KPI dashboards and reporting frameworks
A/B testing and continuous improvement loops

Module 7: Ethics, Accessibility & Compliance

GDPR, cookie policies, and consent management
Inclusive content and accessibility standards
Ethical personalization and algorithmic transparency

Module 8: Case Study – Integrated Campaign in Action

Breakdown of a successful omnichannel campaign
Strategy, execution, KPIs, and lessons learned
Application to capstone project

Module 9: Capstone Project

Design and present a full-funnel digital media strategy
Include audience mapping, content plan, and analytics framework
Peer review and instructor feedback

Course Administration Details:

METHODOLOGY

The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.

ACCREDITATION

Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.

TRAINING VENUE

The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.

ACCOMMODATION AND AIRPORT PICKUP

Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email: info@skillstateinstitute.org
Phone: +254100920301

TAILOR-MADE

This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:

Email: info@skillstateinstitute.org
Phone: +254100920301

PAYMENT

Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org