MKT-30/ Digital Marketing Strategy

3-Day Intensive Course for Marketing and Growth Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your end-to-end journey from strategy to performance:

Day 1: Digital Strategy Foundations & Customer Journey Mapping
Understand digital ecosystems, business goals, and map audience journeys. Set the strategic foundation for targeted campaigns and omnichannel alignment.

Day 2: Channel Planning, Content & Conversion Optimization
Design campaigns across SEO, paid media, social, and email. Learn to create conversion-driven content and build funnels that turn visitors into leads.

Day 3: Analytics, Automation & Performance Scaling
Master data-driven optimization using KPIs, attribution models, A/B testing, and automation tools. Learn how to measure, report, and scale success.

Course Overview

Digital isn’t just a platform — it’s a mindset.
This course transforms marketing professionals into strategic digital thinkers. You’ll go beyond channel management to build cohesive customer journeys, optimize touchpoints, and measure ROI across a full digital funnel.

It combines strategic clarity with hands-on tactics, making it ideal for anyone tasked with growing online presence, engagement, and revenue.

You’ll learn how to:

• Align digital strategy with business objectives

• Map full-funnel customer journeys

• Build omnichannel campaigns across SEO, SEM, social, and email

• Write and optimize high-converting content

• Use Google Analytics, Hotjar, and CRM tools for insight

• Run A/B tests, funnel audits, and retargeting workflows

• Set up dashboards and attribution models to track real impact

What’s Inside Each Day

Day 1 — Digital Strategy Foundations & Customer Journey Mapping

• Digital marketing vs. traditional marketing

• Identifying marketing goals: awareness, acquisition, retention

• Customer journey stages (AIDA, TOFU/MOFU/BOFU)

• Personas and behavior mapping

• Messaging alignment and value propositions

• Workshop: Map your brand’s customer journey

Focus: Strategy • Journey Mapping • Targeting

Day 2 — Channel Planning, Content & Conversion Optimization

• SEO basics: keywords, on-page, backlinks

• Paid media: Google Ads, Meta Ads, performance structure

• Social strategy: owned vs. paid social, influencer alignment

• Email flows: nurturing, segmentation, automation

• Landing page and funnel design

• Content strategy: formats, CTAs, copywriting for web

• Workshop: Design an integrated campaign

Focus: Channels • Content • Conversions

Day 3 — Analytics, Automation & Performance Scaling

• KPIs and marketing metrics (CAC, LTV, ROAS, CTR, bounce)

• Google Analytics, Hotjar, Meta Ads Manager dashboards

• A/B testing and CRO tools (Optimizely, VWO, GA Experiments)

• Retargeting, audience sequencing

• Marketing automation tools (HubSpot, Mailchimp, ActiveCampaign)

• Attribution models: first-click, last-click, linear, data-driven

• Workshop: Build a performance dashboard

Focus: Measurement • Optimization • Automation

Course Goals

By the end of this course, you’ll be able to:

• Build and align digital strategy to your business model

• Plan and execute campaigns across major digital channels

• Optimize customer journeys to drive acquisition and retention

• Analyze and report digital performance with confidence

• Implement data-driven workflows for scale and ROI

Who Should Take This Course?

• Marketing managers and specialists responsible for digital results

• Growth professionals and content strategists

• Startup founders and SMBs building customer pipelines

• Agency teams seeking structured frameworks

• MBA or MSc students specializing in marketing and business strategy

Class Reference: MKT-30/
Form Updated on: 06/17/2025 (Version 1)
Last Modified on: 06/17/2025

Program Note

Includes editable templates for journey mapping, campaign briefs, ad structure, performance dashboards, and content calendars. Case examples drawn from SaaS, retail, B2B, and non-profit sectors.

Brief pédagogique en français

MKT-30/ Digital Marketing Strategy est présenté ici en version synthétique française afin que les équipes pédagogiques puissent évaluer rapidement l'intérêt du module.

Le module s'inscrit dans la famille Diplômes et certifications. Il peut être adapté au calendrier de l'école, au niveau Tous niveaux, au volume horaire 3 jours et aux modalités d'évaluation prévues.

Objectif d'intervention

Ce module vise à donner aux étudiants le langage et les repères nécessaires pour expliquer des systèmes IT.

Livrables et activités possibles

• description de systèmes, incidents, risques ou architectures
• dialogues de support, reporting technique et documentation courte
• présentations ou dossiers alignés avec le niveau de la promotion

Adaptation école

LC peut ajuster le déroulé, la langue d'enseignement, les supports, les exercices et les critères d'évaluation selon la promotion, le diplôme, le niveau d'autonomie attendu et les contraintes de planning.

Pour une version détaillée du syllabus en français, LC confirme le programme final après cadrage du niveau, des heures, du calendrier et des livrables attendus.