• You will learn to
  • Details
  • Course availability

During this course you will learn:

  • A practical planning framework ensures your strategy lays the foundation for powerful strategy development
  • A grounded strategy focuses your targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint
  • To build efficient and effective data, channel and creative strategies that support and evaluate the delivery of your digital strategy

  • Course Categories: Planning & Strategy

    See below for further course details and full programme information.


1 day (7 CPD hours)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
13/09/22 Virtual classroom £400.00 £450.00 14 More info
Book Until
30 Aug 22
02/12/22 Virtual classroom £400.00 £450.00 14 More info
Book Until
18 Nov 22
28/03/23 Virtual classroom £400.00 £450.00 14 More info
Book Until
14 Mar 23

NB: Prices above subject to VAT

Course Information

Planning Framework – how strategy fits into the digital marketing plan

Exploring the macro and micro marketing context

  • Analysing external Factors that define the marketing context
  • Analysing business and marketing factors

Developing SMART objectives

  • Setting different types of objectives
  • Creating financially grounded goals

Building a robust marketing strategy

  • The difference between strategy and tactics
  • Overview of the strategy development process

Establishing a detailed tactical plan and core metrics

  • Core elements of the campaign delivery process
  • Setting and monitoring KPIs

Budgeting for multi-channel campaigns

  • Developing an integrated forecasting model
  • Validating digital investment

Strategy development – from optimised targeting decisions to enhanced Customer Journey planning

Exploring segmentation and targeting

  • Customer Profiling and segmentation
  • Building a segmentation matrix
  • The value of RFV and LTV modeling

Connecting targeting to proposition

  • How targeting drives proposition development
  • Approaches to proposition development
  • How propositions drive creative connections

Mapping the increasingly complex customer journey

  • The basic buyer behavior model
  • The comprehensive Customer Journey Map
  • How data and technology drive CX

How to build efficient and effective data, channel and creative strategies

Developing a customer-centric data strategy

  • Types and sources of digital marketing data
  • How brands capture and use data to drive business
  • How data develops individuated communications

Developing an objective channel strategy

  • Core digital channels and their attributes
  • Developing a cost-benefit channel analysis
  • Timing and sequencing digital channels communications

Developing an aligned creative strategy

  • How to brief digital creative
  • How to assess digital creative
  • How to maintain creative integrity

Vicky Mason

Vicky is a values-driven leader with a wealth of marketing expertise. Working in marketing since 2002, she has experience within both major corporates and small to medium sized businesses. Her hands-on in-house experience includes being responsible for the customer marketing strategy for brands including The Body Shop, Porsche, Honda, Vertu phones and McLaren F1 membership.

She now uses that experience to run outsourced marketing projects for organisations making a positive difference to people’s health and wellbeing. Combining creative thinking with a data-driven analytical approach, she drives real results for her clients through her company, Make Your Difference Ltd.

Vicky’s experience spans the marketing mix and her particular passions include:

  • Designing customer-centric marketing strategies
  • Running digital marketing programmes, including launching new websites
  • Designing customer communication programmes
  • Improving customer experience, customer engagement and NPS
  • Launching and enhancing membership programmes.

Vicky is also highly qualified. After completing her blue-chip graduate training, she went on to gain postgraduate marketing qualifications from both the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing (now the Institute of Data and Marketing). She also enhanced her strong interpersonal skills through a coaching qualification and a postgraduate qualification in Positive Psychology and Coaching Psychology.

Vicky runs a training day for the IDM Postgraduate Diploma and has also been invited to guest lecture at The University of Portsmouth amongst other training providers. Creating positive connections and ensuring people enjoy their work (and their training!) is something that drives her.

London (W1W 8SS)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Privacy Notice:

To learn how we look after your data please see our privacy notice.

Contact Us