Marketing Strategy & Digital Customer Engagement

Categories: Chartered
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About Course

This module equips learners with the knowledge and skills needed to craft effective marketing strategies and engage customers in the digital age. It begins with a strong foundation in core marketing principles and explores consumer behavior to understand how customers make decisions. Learners will examine the strategic use of digital channels—including SEO, social media, email, and paid ads—to build brand awareness and drive conversions. The module also covers brand storytelling, CRM systems, and loyalty programs that foster lasting customer relationships. Finally, students will learn how to measure marketing performance using tools like Google Analytics and dashboards to make data-driven decisions.

What Will You Learn?

  • Understand and apply core marketing principles including the 4Ps, 7Ps, positioning, and market segmentation
  • Analyze consumer behavior and map customer journeys across digital touchpoints
  • Use digital marketing channels effectively: SEO, content marketing, email, social media, and paid advertising
  • Develop brand narratives and consistent visual identities for digital environments
  • Implement CRM strategies, automation, and loyalty programs to retain customers
  • Track and optimize campaign performance using Google Analytics, dashboards, and other marketing tools

Course Content

Marketing Foundations and Customer Behavior

  • Core Marketing Principles – 4Ps, 7Ps, Segmentation, and Positioning
  • Understanding consumer behavior: needs, motivations, and buying decision processes
  • Mapping the customer journey: touchpoints, pain points, and optimizing experiences

Digital Marketing Tools and Engagement Channels

Measuring Success with Marketing Analytics

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