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Description

Digital Marketing for Beginners: Structure, Publish and Measure Your Activity

Build a consistent online presence and understand what each action actually delivers

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

The website is live, a social media page has been opened and a newsletter goes out from time to time. Activity is decided case by case, with no clearly defined audience and no idea of the results produced. Enquiries come in without anyone knowing where they originated, and the advertising budget is spent without any benchmark.

These two days lay the foundations in the right order. Participants define their audiences and objectives, make their website discoverable through organic search, organise their social media and email presence without it consuming entire days, then put the first indicators in place to build a realistic three-month action plan matched to their resources.

Learning objectives

  • Define target audiences and the objectives assigned to each online channel
  • Structure website pages to answer the questions customers are searching for
  • Identify the keywords matching the search intent of the target audience
  • Organise a publishing calendar compatible with the time genuinely available
  • Build an email campaign from contact database to send-out
  • Read the first traffic and conversion indicators in order to adjust activity

What makes this programme different

Each participant works on their own website and leaves with their priority pages identified
The publishing calendar is calibrated to the time genuinely available during the week
A three-month action plan costed in hours and budget is finalised by the end of the session

Programme

1Framing the Online Presence

Knowing who you are speaking to before you publish

  • Describing target audiences and their online buying journey
  • Inventory of the touchpoints already in place
  • Objectives for awareness
  • acquisition and customer retention
  • Selecting channels according to audience and available resources
  • Message consistency across website
  • social media and email

2Website and Organic Search

Becoming discoverable by future customers

  • Page structure and the information visitors expect to find
  • Keyword research and the intent behind the query
  • Writing the titles and descriptions displayed in search results
  • Technical elements that can be handled without developer skills
  • Business listing and visibility in local search

3Social Media and Email

Producing and distributing without burning out

  • Selecting platforms according to the intended audience
  • Editorial line and a sustainable publishing rhythm
  • Short formats and reusing the same content
  • Building a contact database and collecting consent
  • Email structure and subject lines that drive open rates

4First Indicators and Action Plan

Measuring what matters from the outset

  • Traffic
  • engagement and conversion indicators
  • Reading a website audience report
  • Tracking the source of incoming enquiries
  • First advertising campaign and test budget
  • Building a three-month action plan

Who is it for

Communication officers · marketing assistants · sales staff and owner-managers of small and medium-sized businesses taking charge of their organisation's online communication.

Prerequisites

No prior knowledge required

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.