Prerequisites

• A university degree.
• Some experience in marketing or public relations.
• Good knowledge of using computer and Internet.

Course Description

In a world governed by algorithms—where value is measured by clicks and conversions—digital marketing is no longer about simply publishing content or launching ads. It has become an integrated strategic process for understanding audience digital behavior, building sustainable relationships, and transforming data into smart decisions.

Course Objective

By the end of this course, participants will:
• Understand digital marketing concepts and its position within the institution’s overall strategy.
• Design and implement effective digital marketing campaigns across multiple platforms.
• Create creative digital content tailored to target audiences.
• Analyze digital campaign performance and make data-driven optimization decisions.

Course Outline

• Introduction to digital marketing:
- The concept and evolution of digital marketing.
- Differences between digital and traditional marketing.
- Characteristics of the digital environment and user behavior.
- Stages of digital marketing and the digital marketing mix.
- The role of digital marketing in brand building.

• Planning digital marketing campaigns:
- Define campaign objectives and link them to institutional goals.
- Audience analysis and user persona development.
- Select the appropriate digital platforms for each campaign.
- Craft key marketing messages.
- Budget planning and allocation across digital channels.

• Creating creative digital content:
- The concept of the digital marketing message.
- Principles of writing engaging digital content.
- Storytelling in digital marketing.
- Plan a content publishing roadmap.
- Core principles of visual design for digital campaigns.

• Digital advertising and platform management:
- Fundamentals of advertising on social media platforms.
- Introduction to Google Ads and digital advertising platforms.
- Targeting strategies (reaching relevant new audiences) and retargeting strategies (re-engaging users who previously interacted with the brand).
- Manage and optimize advertising campaigns.
- Common mistakes in digital advertising and how to avoid them.

• Performance analysis and decision-making:
- Types of digital marketing data.
- Key performance indicators (KPIs) in digital marketing.
- Read campaign reports and analyze results.
- Optimize campaigns and content based on data insights.
- Measure return on investment (ROI).

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.