Fast Track Digital Marketing

This fully-loaded course covers SEO, online display advertising, social media and email marketing, usability and analytics.

Tue 13 Mar 2018 9:30am - 5:00pm Birmingham
The Studio

The Studio


  7 Cannon Street, Birmingham, West Midlands B2 5EP


  0800 028 6694

The Studio is two minutes walk from Birmingham New Street train station.

Directions from New Street:

If you're walking from New Street train station, exit  via the escalators leading to the Palisades Shopping Centre.  Turn left at the top of the escalators and follow the signs to the exit. Turn left at the bottom of the ramp and take the first turning on the right (Cannon Street) after the glass tourist information box.  You'll see The Studio internet cafe on the ground floor, 50 yards up Cannon Street. Please visit The Studio website for more detailed directions and parking information.


There are several NCP car parks within walking distance of thestudio. We recommend Albert Street, around a five minutes walk away. The postcode of this NCP car park for satnav is B4 7LN. 

To obtain discounted parking at the Albert Street car park simply ask for an NCP validation ticket at thestudio reception. When you are ready to exit the car park, simply insert your original parking ticket into the payment machines along with the validation ticket to activate the discount. The maximum day rate will be then be reduced to £5.

Walking from Albert Street NCP Car Park

Exit the car park, turn left and walk down Dale End. Turn right opposite Marks & Spencers and head up Union Street, continue until you cross Corporation Street. Cannon Street is the first on the left, thestudio is halfway down Cannon Street on the left hand side.


*Two delegates £460.00 per delegate.


If you are new to digital marketing or you want to update your knowledge, this one-day course with our expert digital trainer Sarah Alder will give you a clear understanding of key digital marketing channels, the underlying principles for using them effectively and advice on planning and executing campaigns.

The Digital Marketing landscape

  • Current trends, challenges and opportunities
  • Digital Marketing Planning - a customer focused approach

Search Engine Marketing (SEO and PPC)

  • How search engines work
  • The importance of technical SEO
  • Keyword research analysis and tools
  • SEO: Link building techniques and how they help your rankings
  • Pay-Per-Click advertising: the essentials
  • Optimising your AdWords campaign (keywords, bid strategy, ad copy and creative) for maximum ROI
  • Improving landing page conversion rates

Social Media Marketing

  • The ‘Big Four': Facebook, Twitter, LinkedIn, YouTube
  • How Instagram and Pinterest fit into the social media landscape
  • The impact of Mobile Messaging Apps: WhatsApp & Snapchat
  • Social listening and sentiment analysis
  • Getting hands-on: Organising Social Media: internal structures/ responsibilities, work-flows 

Email Marketing

  • The role of ESPs (email service providers)
  • Segmenting your database: eCRM
  • Increasing your open and click-through rates
  • Email design & development do's and don'ts
  • Mobile: the saviour of email marketing?

Usability and UX

  • Copy and Design: creating information architecture that delivers
  • Desktop and mobile: delivering the best user experience
  • Making your website GREAT™
  • The importance of User Testing

Web Analytics and Metrics

  • On-site analytics : the main platforms (Google Analytics, Adobe Analytics, Web Trends & IBM Analytics)
  • The analytics dashboard
  • Conversion funnels and conversion rate optimisation (CRO)
  • What to test and how to test

What's New? What's Next?

  • A look ahead to the (near) future in Digital Marketing


What you'll learn

Following this training course you will have a better understanding of:

  • Essential digital marketing jargon, the key channels and the underlying principles
  • How to plan customer-focused digital marketing
  • How to set KPIs for your online marketing activity
  • Integrated Search Marketing strategies
  • Social Media marketing in a business context
  • How to effectively plan your email marketing campaigns
  • Online display advertising networks and banner formats
  • Analytics: what to measure and how to manage

Who is it for?

This course is aimed at those with little knowledge of digital marketing, to bring them up-to-speed and allow them to participate in business-decision making for marketing and digital marketing work.  

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Your facilitator

Sarah Alder

Sarah Alder is a senior marketing practitioner at digital marketing consultancy The Digiterati.  She is an experienced digital marketing professional with particular focus on helping clients align digital activities to business objectives. Sarah's work with in-house teams includes planning and delivering training sessions, ranging from overviews of current digital marketing topics for senior managers to project management skills for digital marketers and in-house teams.  Training clients come from a range of sectors and include Deloitte (UK & Switzerland), Transport for London, Abbott Healthcare, Mtel Bulgaria, Mencap, RSPCA and RIM.  Sarah also teaches CIM Professional Diploma and Digital Marketing courses and is a Visiting Lecturer at Hertfordshire Business School.

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