Integrated Digital Marketing

Gain Competitive Advantages By Developing A Superior Customer Experience (CX).

Course Overview

At the digital marketing workshop, we will introduce business leaders and marketing professionals to the various approaches and digital marketing strategies that can help them build a clear vision of their digital strategy and make it actionable with budget, channel and media plans. Participants will learn how to perform a situation analysis to understand the external and internal factors that will influence their digital strategy and use these findings to optimize performance.

Participants will also learn how to identify the right target audience and develop a corporate communication plan that outlines their value proposition and content pillars. We will also help them identify the right communication tools and digital advertising mix to deliver digital success. We will provide case studies and examples for participants to apply the skills and knowledge in a practical scenario. At the end of the workshop, participants will have the tools and knowledge to develop a successful digital marketing plan. 

Higher Conversion Rates
Deliver Digital Campaigns
Increased Digital Revenue

Who is
this course for?

Digital Experts



Marketing & PR Professionals

Do you have the right marketing mix for digital success?
- Test Your Knowledge

Our Experts

Gesora Mwasi

Founder / Lead Digital Brand Strategist at IDMA

Mary Mwihaki

Digital Marketing Manager, IDMA


Data Driven Planning

Situation Analysis

This Discovery module focuses on helping professionals understand how to perform a situation analysis to identify and understand the external and internal factors that will influence their digital strategy.

The module will cover topics such as market segmentation, industry trends, competitive analysis, customer analysis, and brand positioning. Participants will learn how to use qualitative and quantitative research to analyze the current situation and trends in the industry, as well as how to identify customer needs and preferences. They will also learn to develop an understanding of the competitive landscape and identify possible threats and opportunities.

Participants will be able to use the insights from the situation analysis to develop a strategic direction for their campaigns, and to optimize their campaigns’ performance. They will learn to select the right channels and tools to reach the right audience, and to develop the right messaging and creative to create a successful campaign.

This module will give participants a thorough understanding of the situation analysis process, and the necessary skills to develop a successful digital marketing strategy.

Focus. Segment. Grow

Objectives & Understanding The Target Audience

Our Defining The Focus module is the second step in our digital marketing masterclass and provides participants with the knowledge and skills to develop precise personas and set goals that align with the organizations’ growth plan. The module is designed to help digital marketing professionals understand their audiences, define their goals and craft effective strategies that meet their organizational objectives. Participants of this module will be introduced to the principles of audience segmentation and learn how to develop precise personas and understand their behavior. This will allow them to create effective and tailored campaigns that are tailored to their individual audiences for campaign success. Next, we’ll discuss the importance of setting SMART objectives, which are specific, measurable, attainable, relevant, and time-bound. We’ll show you how to create objectives that will drive your digital marketing strategy and help you reach your organizational goals. Finally, we’ll talk about how to track and measure your progress in line with your objectives. We’ll discuss different metrics and analytics that you can use to monitor your progress and make adjustments to your digital marketing strategy as needed. At the end of this module, you’ll be able to create precise personas, understand their behavior, and set SMART objectives to achieve your organizational goals. With the skills you gain in this module.

A Funneled Approach

Content Sales Funnel (R.A.C.E)

The Digital Conversion Framework module is designed to provide the knowledge and skills to help professionals identify and implement the right digital marketing strategies to reach their target audience and convert them along the customer life cycle. Through this module, professionals will learn about the R.A.C.E (Reach, Act, Convert and Engage) framework and identify where their product/campaign is in the customer life cycle, so they can take the most appropriate steps for conversion with the right digital tools and techniques. Participants will also learn about the different digital channels and tactics to reach their target audience, the different digital tools available to help them plan, manage, and optimize their digital marketing activities, and the various strategies to create an omnichannel experience that drives growth and increases the conversion rate. At the end of this module, professionals will be able to analyze different digital marketing conversion frameworks and identify the right approach to converting their target audience. They will also be able to apply the right digital tools, techniques and strategies to create an omnichannel experience that maximizes the conversion rate and drives growth.

Position. Communicate. Engage

Content Pillars, Value Proposition & Content Logic, Establish Market Positioning vs. Competitors

Our Digital Corporate Communications Plan module is designed to help professionals establish their market positioning against their competitors through creative storytelling. Through this module, participants will learn to visualize the organization’s market position and create a unique selling proposition in the eyes of customers. They will develop content pillars to guide their communication development process and ensure that their brand is positioned favorably in the market. Participants will also learn to communicate the benefits that come with using their product, service or idea, and effectively articulate their value proposition. Finally, participants will be able to develop a content calendar to plan and organize their content by theme and dates, as well as plan an effective content mix that reaches the largest possible audience and garners the highest engagement rates. This module is the perfect way to equip professionals with the knowledge they need to effectively position their brand and communicate with their target audience.

Maximize Your ROI

Communication Tools & Digital Advertising Mix

The Digital Advertising Mix and Budgeting module of our Digital Marketing Masterclass will teach professionals how to identify the right digital advertising mix to promote their brand, product, or service. The module will cover different digital advertising formats, such as search engine marketing, display ads, social media ads, native advertising, and remarketing, and will help them develop the right budget across key channels to deliver a high return on investment. Participants will learn how to track and measure key performance metrics to assess their efforts and performance periodically. They will also learn about the analytics tools used to analyze and report on the collected marketing data across their digital channels. At the end of this module, professionals will have a comprehensive understanding of digital advertising mix and budgeting and achieve high ROI.

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    Enrollment Requirements

    Registration Fee: Kshs. 10,000

    • Course Fee Kshs: Kshs.30,000
    • Duly Filled Registration Form
    • At least 3+ years of work experience/ business operation
    • Lead a team of 3 + members.
    • Attains an annual revenue of 6M+

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