Digital Marketing (SEO, Content Marketing, Social Media Marketing, PPC, Email Marketing)

INTERNATIONAL TRAINING ON DIGITAL MARKETING (SEO, CONTENT MARKETING, SOCIAL MEDIA MARKETING, PPC, EMAIL MARKETING)

COURSE BACKGROUND

In the contemporary business landscape, the internet and digital platforms have irrevocably transformed how consumers engage with brands, research products, and make purchasing decisions. A robust online presence and strategic digital marketing initiatives are no longer optional but are fundamental for any organization seeking to reach its target audience, build brand visibility, generate leads, and drive sales. Businesses that fail to adapt to this digital shift risk being invisible to their potential customers, losing market share to digitally savvy competitors, and missing out on crucial growth opportunities.

The demand for skilled digital marketing professionals who can navigate this complex ecosystem is soaring globally, and particularly in rapidly digitizing economies like Kenya. Kenyan businesses, from startups to established enterprises, are increasingly leveraging digital channels to connect with a tech-savvy population, requiring expertise in various digital disciplines to stand out in a crowded online space and achieve measurable ROI. Mastering key digital marketing components – including Search Engine Optimization (SEO), Content Marketing, Social Media Marketing, Pay-Per-Click (PPC) advertising, and Email Marketing – is essential for success in this environment.

ECAS Institute offers this comprehensive “Digital Marketing” course to equip marketing professionals, entrepreneurs, business owners, and aspiring digital specialists with the practical knowledge, essential tools, and cutting-edge strategies to effectively plan, execute, and optimize integrated digital marketing campaigns. This program will empower participants to build a strong online presence, drive targeted traffic, convert leads, and measure the impact of their digital efforts.

COURSE OBJECTIVES OF THE TRAINING

Upon successful completion of this course, participants will be able to:

Understand the core concepts and strategic importance of digital marketing in today’s business world.
Master techniques for optimizing website visibility through Search Engine Optimization (SEO).
Develop and execute effective Content Marketing strategies to attract and engage target audiences.
Plan and manage impactful Social Media Marketing campaigns across various platforms.
Design, launch, and optimize Pay-Per-Click (PPC) advertising campaigns for immediate results.
Create and manage personalized Email Marketing campaigns for nurturing leads and customer retention.
Utilize digital analytics tools to measure campaign performance and derive actionable insights.
Develop an integrated digital marketing strategy that leverages multiple channels cohesively.

WHAT YOU WILL LEARN

This course will provide you with the strategic toolkit to develop impactful marketing plans that drive growth, enhance brand value, and ensure your organization stands out in a crowded marketplace. You will learn to:

Conduct comprehensive environmental scanning (PESTLE, SWOT analysis) to identify market opportunities and threats.
Perform in-depth competitor analysis to understand strengths, weaknesses, and strategic moves.
Segment target markets effectively, define ideal customer profiles, and choose optimal target segments.
Develop a compelling brand positioning statement that differentiates your offering.
Strategize on product/service development based on market needs and competitive advantage.
Determine optimal pricing strategies that capture value and support market objectives.
Design effective distribution strategies (place) to reach target customers efficiently.
Formulate integrated promotional strategies (promotion mix) covering advertising, PR, sales promotion, and personal selling.
Develop digital marketing components including content marketing, social media marketing, SEO/SEM, and email marketing.
Measure marketing ROI and utilize key marketing metrics (KPIs) for performance tracking.
Create a comprehensive marketing plan that includes objectives, strategies, tactics, budget, and timeline.
Understand the role of marketing research in informing strategic decisions.
Manage brand equity and develop brand extension strategies.

DURATION AND PROGRAM

This is a structured, highly practical, and hands-on training course designed for immediate application of digital marketing skills. The program will feature a blend of expert-led lectures, interactive workshops using live platforms and tools, practical exercises in campaign setup and optimization, real-world case studies of successful digital marketing initiatives (including those from Kenyan businesses and international brands), and collaborative projects to develop integrated digital marketing plans. Participants will gain direct experience in leveraging various digital marketing channels and analytics, fostering both technical proficiency and strategic thinking. The specific duration of the course will be communicated upon registration, tailored to ensure comprehensive coverage and the mastery of actionable digital marketing expertise.

TARGET PARTICIPANTS

This course is essential for anyone looking to build or enhance their capabilities in digital marketing, whether for their own business or for an employer. It will particularly benefit:

Marketing Professionals looking to upskill in digital.
Entrepreneurs and Small Business Owners seeking to grow their online presence.
Sales Professionals aiming to leverage digital channels for lead generation.
Brand Managers and Product Managers.
Communication and PR Specialists.
Aspiring Digital Marketing Specialists.
Students pursuing careers in marketing or business.
Anyone responsible for driving online traffic, leads, or sales.

TRAINING MODULES

No	Module	Details
1.	Foundations of Marketing Strategy and Strategic Planning	This module introduces the strategic role of marketing within the overall business context, distinguishing it from tactical marketing and outlining the strategic planning process. The key objectives include; Definition of marketing strategy and its importance. Marketing’s role in achieving organizational goals. Strategic planning process overview. Analyzing the external environment (PESTLE analysis). Internal analysis (SWOT analysis) and core competencies.
2.	Market Analysis and Customer Insight	This module focuses on understanding the market landscape, competitive forces, and gaining deep insights into customer needs and behaviors to inform strategic choices. The key objectives include: Market research methods and data collection. Competitor analysis frameworks (e.g., Porter’s Five Forces). Consumer behavior analysis. Customer segmentation principles. Identifying market opportunities and threats.
3.	Segmentation, Targeting, and Positioning (STP)	This module delves into the critical strategic choices of dividing the market, selecting the most attractive segments, and creating a unique, compelling image for the offering. The key objectives include: Bases for market segmentation (demographic, psychographic, behavioral). Evaluating and selecting target markets. Developing a strong brand positioning strategy. Creating a unique selling proposition (USP) and value proposition.
4.	Product and Pricing Strategy	This module explores strategic decisions related to product development, product lifecycle management, and pricing models that capture value and support market objectives. The key objectives include: Product lifecycle management (PLC). New product development (NPD) process. Product portfolio management. Pricing objectives and strategies (cost-plus, value-based, competitive). Pricing tactics and considerations.
5.	Place (Distribution) and Promotion Strategy	This module covers the strategic choices related to channels of distribution and the integrated communication mix used to convey the value proposition to target customers. The key objectives include: Designing effective distribution channels. Channel management and intermediaries. The promotional mix: Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing. Integrated Marketing Communications (IMC) planning.
6.	Digital Marketing Strategy and Integration	This module focuses on developing and integrating digital marketing components into an overarching marketing strategy, leveraging online channels for engagement and growth. The key objectives include: Content marketing strategy. Social media marketing strategy. Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Email marketing and automation. Website and mobile marketing considerations. Measuring digital marketing performance.
7.	Marketing Plan Development, Implementation, and Evaluation	This module brings all strategic elements together into a comprehensive marketing plan, focusing on its implementation, performance measurement, and adaptation. The key objectives include: Components of a marketing plan (objectives, strategies, tactics, budget, timeline). Implementing the marketing plan. Marketing control and performance evaluation (ROI, KPIs). Measuring brand equity. Adapting strategy to market changes and emerging trends. Ethical considerations in marketing.

TRAINING STYLE

The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.

The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.

The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.

GENERAL NOTES

Training manuals and additional reference materials are provided to the participants.
Upon successful completion of this course, participants will be issued with a certificate.
We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.

ABOUT ECAS INSTITUTE

The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.