The British Academy for Training and Development offers this training program in Digital Marketing in response to the rapid transformations that have reshaped business practices and established a new competitive reality, where digital channels have become a primary driver for institutional growth and market presence.

The program focuses on building an integrated knowledge framework that clarifies the concepts of digital marketing and its strategic dimensions, and presents in an organized manner the most prominent channels and tools that enable organizations to reach their audiences and build sustainable relationships with them. The program also addresses the fundamentals of planning and executing digital marketing activities in alignment with institutional objectives, and highlights the role of analysis and monitoring in enhancing performance and improving the quality of marketing decisions. The program places special emphasis on the concepts of digital identity and managing institutional presence across different platforms, along with coordinating communication messages to achieve consistency and clarity. This program has been carefully designed to provide participants with a deep understanding of the digital environment and its requirements, and to strengthen their ability to keep up with rapid changes with confidence and professionalism, within a methodological framework that supports sound planning and effective execution in a constantly evolving digital world.

Who Should Attend?

• Leaders and managers responsible for planning and supervising marketing activities in organizations.

• Entrepreneurs and business owners seeking to enhance their digital presence.

• Employees working in corporate communication, public relations, and marketing departments.

• Individuals interested in developing their professional skills and building a specialized career in digital marketing.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Equip participants with a comprehensive understanding of digital marketing concepts and strategic dimensions.

• Enable participants to leverage digital channels in a way that supports institutional objectives.

• Enhance the ability to plan and manage digital marketing activities efficiently.

• Clarify the foundations of building digital identity and strengthening the organization’s image.

• Develop skills in performance analysis and measuring digital marketing indicators.

• Overview of Digital Marketing

  • The concept of digital marketing and its drivers.

  • The evolution of marketing practices in the digital era.

  • The role of digital marketing in supporting organizational direction.

• Understanding the Digital Audience

  • Characteristics and behaviors of the digital user.

  • Interaction patterns across different platforms.

  • Factors influencing purchasing decisions.

• Core Digital Channels

  • Websites as a marketing interface.

  • Search engines and their importance in reach.

  • Social media platforms and their communication roles.

• Digital Content Management

  • The concept of digital content and its communication goals.

  • Types of content according to digital channels.

  • Aligning content with audience characteristics.

• Search Engine Marketing (SEM)

  • Principles of appearing in search results.

  • Optimizing content for search engines.

  • Monitoring and evaluating overall performance.

• Social Media Marketing

  • Selecting the appropriate platforms for institutional identity.

  • Building a coherent digital presence.

  • Organizing digital communication messages.

• Digital Advertising

  • The concept of digital advertising and its strategic objectives.

  • Types of ads across digital platforms.

  • Managing advertising budgets efficiently.

• Digital Brand Management

  • Building the organization’s digital identity.

  • Unifying brand perception across digital channels.

  • Protecting institutional reputation in the digital environment.

• Digital Performance Measurement & Analysis

  • Performance indicators in digital marketing.

  • Tools for digital measurement and monitoring.

  • Using data to support decision-making.

• Contemporary Trends in Digital Marketing

  • Recent shifts in the digital landscape.

  • The impact of emerging technologies on marketing.

  • Aligning strategies with digital changes.