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Description

Digital Marketing Manager – Intermediate: Arbitrate, Optimise and Steer

Allocate budget across channels and improve the return on every digital campaign

  • 3 days — 21 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

The digital set-up is running, campaigns are live and yet the cost of acquisition keeps rising. The figures reported by the ad platforms do not match those held by the sales team, sales attribution is debated in every meeting, and the budget is rolled over simply because there is no argument to move it.

Three days to regain control of performance measurement and arbitrate investment. Unlike an introductory session, this programme assumes campaigns are already live and focuses on optimising them and on managing external providers.

Learning objectives

  • Reconstruct cost of acquisition and return on investment by channel
  • Arbitrate the allocation of a constrained digital budget
  • Design and interpret a comparative campaign test
  • Build a marketing automation scenario
  • Manage providers against measurable commitments

What makes this programme different

Budget trade-offs are worked through using data brought by participants
Each participant leaves with a comparative test ready to launch
The executive dashboard is built during the session

Programme

1Reading Performance

Getting everyone to agree on the numbers

  • Reconstruct the cost of acquisition by channel
  • Distinguish attribution models and their biases
  • Calculate the return on investment of a campaign
  • Make the tagging plan and conversion tracking reliable

2Budget Arbitration

Investing where returns are proven

  • Split the budget between acquisition and retention
  • Test a new channel without destabilising the wider set-up
  • Define exit thresholds for campaigns that are not profitable
  • Defend your budget before the executive team

3Optimising Paid Campaigns

Winning on targeting and on conversion

  • Structure campaigns and audiences
  • Test messages and creatives on a comparable basis
  • Improve landing pages
  • Manage lead follow-up through to the sale

4Automation and Retention

Making the existing database work

  • Design scenarios triggered by contact behaviour
  • Segment the database by customer value
  • Re-engage inactive contacts
  • Combine several channels within a single scenario

5Managing the Team and Providers

Sustaining the set-up over time

  • Write a scope of work and assess a proposal
  • Set performance commitments that can actually be used
  • Organise provider follow-up and reviews
  • Build the dashboard intended for the executive team

Who is it for

Digital marketing managers · acquisition managers · e-commerce managers and managers leading an in-house team or an agency.

Prerequisites

Practical experience of digital marketing and responsibility for campaigns already in production.

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.