Professional Diploma in Mastering Digital Marketing : Elevate Your Online Strategy

The Mastering Digital Marketing: Elevate Your Online Strategy course offered by Geneve Institute of Business Management presents a concentrated, practitioner-oriented programme that equips marketers, product owners and business leaders with the frameworks and skills needed to design measurable, resilient online strategies. Over ten instructional units the curriculum moves from audience understanding and channel selection to creative messaging, campaign engineering, analytics and governance. Emphasis is placed on linking customer behaviour to acquisition, retention and monetisation choices so participants leave able to construct data-informed plans, choose tools sensibly, and communicate trade-offs to stakeholders. The syllabus prioritises clarity, measurable outcomes and professional workflows so learners can run repeatable campaigns and sustain momentum across channels.

Target group

• Marketing managers and brand leads who must architect multi-channel campaigns and measure their business impact.

• Digital specialists (SEM, social, email) seeking to broaden skills across channels and strategic planning.

• Product managers and growth teams responsible for acquisition funnels, onboarding and retention flows.

• Content creators and UX professionals aiming to align messaging, design and conversion goals.

• Analysts and reporting owners who translate marketing metrics into actionable recommendations and roadmaps.

• Small business owners and entrepreneurs needing practical frameworks to prioritise spend and scale online presence.

Objectives

• Define target audiences, map customer journeys and prioritise channels by impact and cost.

• Plan integrated campaigns that connect creative assets, media buys and lifecycle communications.

• Execute measurement frameworks: tracking, attribution choices, key performance indicators and dashboards.

• Optimise creative and landing experiences for conversion using experimentation and iterative learning.

• Manage budgets, bidding strategies and channel mixes to maximise return on marketing investment.

• Establish governance, privacy-aware data handling and processes for reproducible campaign delivery.

Course Outline

• Audience Insight and Segmentation:

  • Research sources: first-party signals, surveys and behavioural telemetry for audience definition.

  • Segmentation criteria: demographics, intent signals, value potential and engagement recency.

  • Personas and jobs-to-be-done framing to guide messaging and channel choice.

  • Prioritisation matrix: addressable reach, conversion difficulty and lifetime value estimates.

  Customer Journey Mapping:

  • Stages: awareness, consideration, conversion, retention and advocacy and typical touchpoints.

  • Channel roles across the funnel and how they contribute to progression.

  • Friction points identification and opportunity sizing for improvement.

  • Journey-level metrics and handoffs between marketing, product and support functions.

• Content Strategy and Creative Planning:

  • Content pillars, thematic calendars and aligning material to buyer intents.

  • Messaging frameworks: value proposition, proof points and calls-to-action that convert.

  • Asset formats: short-form video, long-form editorial, email sequences and interactive formats.

  • Repurposing and amplification tactics to stretch creative investment across channels.

  Search Engine Marketing Fundamentals:

  • Paid search mechanics: keywords, match types, bidding and quality signals.

  • Organic search basics: on-page relevance, technical hygiene and link signals.

  • Landing page alignment with search intent and relevance optimisation.

  • Measurement: incremental lift, cost-per-acquisition and search-first attribution choices.

• Social and Content Distribution:

  • Platform selection by audience and content type; reach versus engagement trade-offs.

  • Organic versus paid mixes and sequencing for efficient user acquisition.

  • Community tactics, influencer coordination and moderation basics for long-term trust.

  • Creative testing frameworks and ad variant selection for sustained performance gains.

  Email and Lifecycle Marketing:

  • List hygiene, segmentation and triggered messaging for onboarding and retention.

  • Campaign types: acquisition, re-engagement, winback and nurture sequences.

  • Deliverability fundamentals: authentication, reputation and content best practices.

  • Personalisation approaches, templating and measuring cohort-level lift.

• Performance Media and Programmatic Buying:

  • Channel taxonomy: display, video, native and programmatic exchange mechanics.

  • Audience targeting signals, lookalike methods and contextual strategies.

  • Frequency control, viewability and fraud considerations in media buys.

  • Budget pacing, bid strategies and yield optimisation across inventory sources.

  Affiliate and Partner Marketing:

  • Partner models: CPA, revenue share and hybrid arrangements when to use each.

  • Tracking integrity, postback flows and reconciliation of partner payouts.

  • Onboarding partners, creative assets and compliance guardrails for brand safety.

  • Performance incentives, scaling partners and lifecycle contribution tracking.

• Conversion Rate Optimisation (CRO):

  • Heuristics for prioritising tests: impact, confidence and implementation cost.

  • Test design, hypothesis framing and experimentation governance.

  • Measuring lift: statistical basics, duration planning and segment-specific effects.

  • Iteration cycles and learning capture to prevent redundant work.

  Landing Experience and UX Principles:

  • Above-the-fold value clarity, trust signals and progressive disclosure for conversion.

  • Form optimisation, field reduction and friction minimisation techniques.

  • Mobile-first considerations and responsive flows for consistent cross-device conversions.

  • Performance and perceived speed impacts on conversion and retention.

• Analytics, Attribution and Reporting:

  • Instrumentation basics: event schemas, consistent naming and schema governance.

  • Attribution approaches: last-click, multi-touch, incrementality and experiment-backed models.

  • Dashboards and reporting cadence tailored to stakeholders and decision-making horizons.

  • Data quality checks, sampling pitfalls and handling cross-device identity challenges.

  Experimentation and Statistical Thinking:

  • A/B test design, control selection and guarding against common biases.

  • Power, sample size and stopping rules to protect inference validity.

  • Interpreting heterogeneous effects and acting on subgroup results.

  • Experiment lifecycle: ideation, prioritisation, rollout and knowledge capture.

• Analytics Infrastructure and Tagging Strategy:

  • Choosing tool stacks: analytics platforms, CDPs and data warehouses for scale.

  • Tag management: consistent firing, governance and staged rollouts.

  • Event taxonomies and lineage to support analytics, personalisation and measurement.

  • Privacy-preserving instrumentation and minimisation to meet regulatory constraints.

  Data Privacy and Compliance:

  • Regulatory landscape essentials: consent, lawful bases and cross-border flows.

  • Practical consent architectures and progressive disclosure for user trust.

  • Minimising retained personally identifiable data and designing deletion workflows.

  • Vendor due diligence, DPIAs and contractual clauses for processors.

• Automation and Growth Engineering:

  • Programmatic personalisation, content selection and automated sequencing approaches.

  • Trigger-based lifecycle automations and escalation for high-value user moments.

  • Integrating analytics signals into creative and bid automation loops.

  • Guardrails, monitoring and human-in-the-loop controls for automated systems.

  Budgeting and Channel Mix Optimisation:

  • Top-down versus bottom-up budget allocation frameworks for marketing portfolios.

  • Measuring marginal returns and rebalancing channels against targets.

  • Scenario planning and runway management for seasonal or promotional spikes.

  • Procurement and vendor negotiation practices that protect margin and flexibility.

• Brand, Reputation and Crisis Preparedness:

  • Maintaining consistent brand voice across channels and rapid remediation for errors.

  • Reputation monitoring, sentiment signals and escalation protocols.

  • Preparing playbooks for social, PR and regulatory incidents affecting campaigns.

  • Coordinating legal, comms and product teams during governance-sensitive events.

  Governance, Teaming and Operating Models:

  • RACI design for campaign ownership, approvals and creative stewardship.

  • Centralised versus decentralised marketing models and trade-offs for speed.

  • Hiring, skills mapping and continuous learning priorities for digital teams.

  • Vendor, contractor and agency management for predictable delivery.

• Measurement Beyond Acquisition: Retention and LTV:

  • Cohort analysis, churn drivers and levers to improve lifetime value.

  • Subscription mechanics, monetisation options and pricing experiments.

  • Cross-sell and upsell sequencing informed by user behaviour signals.

  • Building retention loops into product and communications to compound growth.

  Emerging Channels and Future-Proofing:

  • Voice interfaces, connected devices and contextual marketing opportunities.

  • Generative and assistive technologies for creative scale and workflow augmentation.

  • Platform shifts and how to evaluate new channel product-market fit.

  • Responsible innovation criteria and staged adoption for unproven channels.