Digital Marketing Strategy

Mastering digital marketing is about much more than learning how to run ads — it’s about understanding how presence, service, and sales intertwine to create a unique customer experience. In this course, you’ll move through the three pillars of the Digital Triangle — a practical framework that organizes your entire online business strategy.

We begin with a clear overview of Digital Marketing Strategy, revisiting the core concepts, metrics, and trends that shape the behavior of today’s connected consumer. You’ll discover how the Digital Triangle brings clarity to the chaos by assigning purpose and priority to each digital channel.

In the Presence pillar, we dive into market analysis, ideal audience identification, and the development of detailed personas. From these profiles, you’ll build a strong editorial plan that positions your brand as a reference in your field, combining SEO, value-driven content, and a smart publishing calendar.

The Service pillar reveals how to design, prototype, and launch digital solutions that truly delight your audience. From mapping customer journeys to post-launch feedback, you'll master the full cycle: research, design, test, refine, and evolve your digital services — whether it’s an app, a subscription platform, or a customer support portal.

Finally, we reach Sales, where theory meets revenue. You'll learn how to orchestrate your digital conversion channels — email marketing, conversational commerce, marketplaces, your own e-commerce store, social commerce, live commerce, native apps, and affiliate programs. You’ll understand the triggers, metrics, and integrations that make each one essential (or not) for your business model.

Armed with proven frameworks, spreadsheets, and templates, you’ll be ready to audit your current operations, launch new initiatives, and scale your results with confidence. Turn knowledge into revenue and take your business (or career) to the next level with the power of the Digital Triangle.

Course Modules:

Introduction to Digital Marketing Strategy

What is Digital Marketing?
The “Digital Triangle” Framework

Digital Triangle: Presence

Defining the Market
Ideal Customer Profile (ICP)
Persona Development
Editorial Planning for Digital Presence

Digital Triangle: Service

Introduction to Digital Services
The Digital Service Development Cycle
- Mapping
- Service Design
- Testing, Learning, and Adjustments
- Implementation
- Feedback and Evolution

Digital Triangle: Sales

Introduction to Digital Sales Channels
Email Marketing
Conversational Commerce
Marketplaces
Owned E-commerce
Social Commerce
Live Commerce
Native Apps
Affiliate Programs

Conclusion

What's inside

Learning objectives

Understand the concept of digital marketing strategy and be able to apply it
Understand and learn how to apply the "digital triangle" framework
Be able to analyze the market, identify ideal customer profiles (icps), and build personas

Be able to plan and execute a digital presence strategy
Develop and implement complementary digital services
Launch and operate digital sales channels

Understand the concept of digital marketing strategy and be able to apply it
Understand and learn how to apply the "digital triangle" framework
Be able to analyze the market, identify ideal customer profiles (icps), and build personas
Be able to plan and execute a digital presence strategy
Develop and implement complementary digital services
Launch and operate digital sales channels

Syllabus

Introduction to Digital Marketing Strategy

What is Digital Marketing?

The "Digital Triangle" Framework

Digital Triangle: Presence

Career center

Learners who complete Digital Marketing Strategy will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

A Digital Marketing Manager orchestrates a brand's entire online presence and sales efforts. This role involves developing and executing comprehensive digital strategies to achieve business objectives. The Digital Marketing Strategy course provides a foundational understanding of the "Digital Triangle" framework, directly applicable to managing presence, service, and sales. Learners will gain expertise in market analysis, ideal customer profiles, and persona development, which are critical for crafting effective digital campaigns. The course delves into planning and executing digital presence strategies, developing digital services, and operating various sales channels like email, social commerce, and e-commerce. Graduates will be prepared to audit operations, launch initiatives, and scale results, making this course essential for aspiring Digital Marketing Managers.

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E-commerce Manager

An E-commerce Manager oversees a company's online sales platform, driving revenue through strategic planning, marketing, and operational efficiency. This includes managing product listings, optimizing conversion funnels, and analyzing sales data. The Digital Marketing Strategy course is exceptionally well-suited for this role, particularly its deep dive into the "Sales" pillar. Learners will master orchestrating digital conversion channels, including marketplaces, owned e-commerce stores, social commerce, and live commerce. Understanding triggers, metrics, and integrations for each channel is crucial for an E-commerce Manager, and the course provides these proven frameworks. It establishes how to turn knowledge into revenue by optimizing digital sales channels, preparing you to launch and scale successful e-commerce initiatives.

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Growth Marketer

A Growth Marketer focuses on scaling a company's user base, engagement, and revenue through data-driven experimentation and optimization across the entire customer lifecycle. The Digital Marketing Strategy course is highly relevant for aspiring Growth Marketers, directly addressing the core objective of turning knowledge into revenue and scaling results. The course equips learners with the "Digital Triangle" framework, enabling them to strategically approach presence, service, and sales. Expertise in market analysis, persona development, and editorial planning from the "Presence" pillar, combined with developing delightful digital services and orchestrating diverse sales channels, provides a holistic toolkit for identifying growth opportunities and driving measurable impact in this dynamic role.

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Product Manager Digital Services

A Product Manager Digital Services guides the development and lifecycle of digital products or services, from conception to launch and iteration. This role demands a keen understanding of user needs, market trends, and business objectives. The Digital Marketing Strategy course, specifically its "Service" pillar, offers direct relevance to becoming a successful Product Manager Digital Services. Learners will master the full digital service development cycle: research, design, testing, refinement, and evolution of digital solutions like apps or subscription platforms. Understanding how to map customer journeys and design services that delight an audience is a crucial skill gained from this course, providing a robust framework for building and launching effective digital services.

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User Experience Designer

A User Experience Designer focuses on making digital products and services intuitive, enjoyable, and accessible for users. This involves understanding user behavior, creating prototypes, and conducting usability tests to refine digital interactions. The Digital Marketing Strategy course, especially its "Service" pillar, provides valuable insights for an aspiring User Experience Designer. It covers mapping customer journeys and the service design process, emphasizing how to design, prototype, and launch digital solutions that delight audiences. The course's focus on testing, learning, and making adjustments based on feedback aligns directly with the iterative process central to UX design, helping to build a foundation for creating engaging and effective digital experiences.

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Content Strategist

A Content Strategist plans, develops, and manages content initiatives to achieve specific business goals, ensuring content is relevant, engaging, and aligned with brand messaging. This role involves understanding target audiences and creating editorial calendars. The Digital Marketing Strategy course offers direct benefits for a Content Strategist, particularly through its "Presence" pillar. Learners will gain expertise in market analysis, ideal customer identification, and developing detailed personas, which are fundamental to effective content creation. The course teaches how to build a strong editorial plan that positions a brand as a reference, combining SEO, value-driven content, and a smart publishing calendar, all crucial elements for a successful Content Strategist.

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Social Media Manager

A Social Media Manager develops and executes strategies for a brand's presence across social media platforms, engaging with audiences, building community, and driving brand awareness or sales. This role requires understanding platform nuances and content optimization. The Digital Marketing Strategy course prepares individuals for this career through its focus on digital presence and sales channels. The "Presence" pillar aids in understanding audience identification and editorial planning for digital channels, directly informing social media content strategy. Furthermore, the "Sales" pillar delves into social commerce and live commerce, providing insights into leveraging social platforms for conversion. This course helps build a strategic approach to managing a brand's social media efforts.

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Conversion Rate Optimization Specialist

A Conversion Rate Optimization Specialist identifies opportunities to improve the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. This role involves data analysis, A/B testing, and implementing changes to improve user journeys. The Digital Marketing Strategy course is highly relevant for a Conversion Rate Optimization Specialist. Its "Sales" pillar specifically covers understanding triggers, metrics, and integrations that make digital conversion channels essential. Learners will gain insights into optimizing various sales channels like e-commerce stores, email marketing, and conversational commerce, directly supporting the goal of maximizing conversions and revenue for businesses.

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Brand Manager

A Brand Manager is responsible for shaping the perception of a brand, developing its identity, and ensuring consistent messaging across all touchpoints to build loyalty and drive growth. The Digital Marketing Strategy course offers significant advantages for an aspiring Brand Manager. The "Presence" pillar specifically addresses positioning a brand as a reference in its field. Learners will master market analysis, ideal customer profiling, and persona development, which are essential for understanding target audiences and crafting resonant brand messages. By understanding how presence, service, and sales intertwine to create a unique customer experience, this course helps build a holistic view crucial for effective Brand Manager duties in the digital age.

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Search Engine Optimization Specialist

A Search Engine Optimization Specialist works to improve a website's visibility in search engine results pages, driving organic traffic and increasing a brand's online discoverability. This involves technical optimization, keyword research, and content strategy. The Digital Marketing Strategy course offers specific components directly beneficial for a Search Engine Optimization Specialist. Within the "Presence" pillar, the course emphasizes building an editorial plan that positions a brand as a reference in its field, explicitly combining SEO with value-driven content. Understanding ideal customer profiles and personas, also covered in the course, is foundational for targeting the right audiences with search-optimized content, making this course helpful for mastering SEO strategies.

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Marketing Analyst

A Marketing Analyst collects, processes, and interprets marketing data to identify trends, measure campaign effectiveness, and provide insights that inform strategic decisions. This role relies heavily on understanding consumer behavior and campaign metrics. The Digital Marketing Strategy course provides relevant foundational insights for an aspiring Marketing Analyst. It revisits core concepts, metrics, and trends that shape consumer behavior, offering a strong contextual understanding. The course also emphasizes auditing current operations and scaling results with confidence, which inherently involves data analysis. By learning to understand the triggers and metrics for various digital sales channels, learners can develop a data-driven mindset essential for a Marketing Analyst.

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Email Marketing Specialist

An Email Marketing Specialist designs, implements, and optimizes email campaigns to nurture leads, engage customers, and drive conversions. This role involves list management, content creation, and performance analysis. The Digital Marketing Strategy course is directly applicable to an Email Marketing Specialist, as it includes a dedicated section on email marketing within its "Sales" pillar. Learners will understand how to orchestrate email marketing as a digital conversion channel, learning about its triggers, metrics, and integrations. The course's broader focus on customer experience through presence, service, and sales also provides context for crafting email strategies that align with overall digital business objectives, enhancing the effectiveness of email campaigns.

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Affiliate Marketing Manager

An Affiliate Marketing Manager establishes and nurtures relationships with affiliate partners to promote products or services, driving sales and generating revenue through commission-based programs. This role requires strategic planning and performance tracking. The Digital Marketing Strategy course is highly relevant for an aspiring Affiliate Marketing Manager. Specifically, the "Sales" pillar includes a dedicated section on affiliate programs, where learners will understand their role as a digital conversion channel. The course's emphasis on comprehending triggers, metrics, and integrations relevant to various sales channels, including affiliate initiatives, provides a strategic foundation for managing and optimizing affiliate marketing efforts to maximize revenue.

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Customer Success Manager

A Customer Success Manager focuses on ensuring customers achieve their desired outcomes while using a company's product or service, fostering retention and identifying opportunities for growth. This role requires understanding customer needs and journey. The Digital Marketing Strategy course may be helpful for a Customer Success Manager, particularly through its "Service" pillar. This section reveals how to design and launch digital solutions that truly delight an audience and covers mapping customer journeys. The emphasis on post-launch feedback and the evolution of digital services directly supports the core functions of a Customer Success Manager in ensuring customer satisfaction and continuous improvement based on user experience.

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Business Development Manager

A Business Development Manager identifies new business opportunities, builds relationships with potential clients or partners, and creates strategies to expand a company's market reach and revenue. The Digital Marketing Strategy course may be helpful for a Business Development Manager due to its strategic focus. Learners will understand how presence, service, and sales intertwine to create customer experiences and how to apply the "Digital Triangle" framework. The course includes defining markets, identifying ideal customer profiles, and launching new initiatives, which are all vital for identifying and pursuing growth opportunities. This foundation in digital business strategy can inform effective business development efforts and drive new revenue streams.

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