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Description

Digital Marketing: Selecting Channels, Building a Plan and Tracking Results

Two days to connect digital channels into one coherent acquisition plan

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Each digital channel is handled in isolation by a different person or a different agency. Search email social media and paid advertising pursue objectives that never meet. Budgets are allocated out of habit and the contribution of each channel remains unknown.

These 14 hours provide the overview that is missing. Participants position each channel within the customer journey compare cost and time to effect build an acquisition plan with clear trade-offs then set up the tracking that makes channels comparable and allows an agency to be managed properly.

Learning objectives

  • Position each digital channel within the buying journey
  • Compare channels on cost lead time and expected effect
  • Build an acquisition plan with clear trade-offs between channels
  • Write a brief that an agency or supplier can act on
  • Set up results tracking by channel

What makes this programme different

An acquisition plan built on the participant's own activity and budget
A comparison grid ranking channels by time to first results
A supplier brief drafted then reviewed in session

Programme

1Customer Journey and Digital Ecosystem

Understand before you spend

  • Stages of the online buying journey
  • Role of the website and digital touchpoints
  • Traffic sources and the intent behind them
  • The place of data in marketing decisions

2Acquisition Channels

What each channel is for

  • Organic search and content
  • Paid advertising on search engines and social platforms
  • Email and contact database management
  • Partnerships affiliation and influencer relations
  • Selection criteria based on audience and budget

3Conversion and Loyalty

Turning traffic into customers

  • Landing pages and conversion elements
  • Forms and lead capture
  • Follow-up sequences and database engagement
  • Customer reviews and trust signals
  • Loyalty and repeat purchase

4Acquisition Plan and Performance Steering

Making trade-offs and reporting

  • Building the plan and allocating the budget
  • Briefing and managing a supplier
  • Indicators by channel and comparison
  • Channel contribution to conversion
  • Review cadence and adjustments

Who is it for

Communication officers marketing managers SME owners and sales professionals taking ownership of digital channels.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.