Program objective
Build an integrated digital marketing approach that connects audience insight, content and channel decisions to qualified enquiries and business objectives. Participants design a practical campaign, examine conversion barriers and use performance evidence to prioritize improvements.
Who this suits
Marketing professionals, business owners and managers responsible for digital campaigns, social content or lead generation.
Professional objectives
- Develop a campaign that connects audience insight to a commercial objective.
- Create an integrated content, channel and conversion plan.
- Interpret performance data and prioritize evidence-based improvements.
Key learning outcomes
- Produce a positioning statement and an audience-priority matrix.
- Create a campaign brief, three sample assets and a 30-day editorial calendar.
- Complete a search-intent map and a prioritized website content checklist.
- Develop a channel plan and an advertisement test matrix without live spend.
- Create an inquiry-handling workflow and a follow-up content sequence.
- Diagnose a sample campaign and present an evidence-based optimization plan.
Module map
- 1.Audience insight and positioning
- 2.Content strategy and creative development
- 3.Search and discoverability
- 4.Paid media and channel selection
- 5.Conversion and lead nurturing
- 6.Measurement and optimization
Modules in detail
1
Audience insight and positioning
Theory & concepts
Segment audiences by need, context and buying behavior rather than demographics alone. Define the customer problem, differentiated value and evidence of credibility, and map the journey from discovery to inquiry and purchase. Develop an ideal-customer profile and a buying-committee map for a B2B case or purchase journey for B2C. Test message-market fit using actual customer language and objections.
Professional application
Distinguish the end user, buyer and decision influencer. Connect the value proposition to a specific problem and identify the evidence required to make the message credible.
Hands-on exercise & output
Produce a positioning statement and an audience-priority matrix.
2
Content strategy and creative development
Theory & concepts
Build content pillars, campaign messages and a practical editorial calendar. Develop clear briefs for short video, social posts and landing pages, using AI-assisted drafts where appropriate and retaining editorial and brand checks. Write hooks, benefits, evidence and calls to action for different content formats. Plan distribution, repurposing and an editorial review process that checks brand, accuracy and usefulness.
Professional application
Create a content hierarchy that connects a campaign theme to articles, short posts, video briefs and sales support. Review consistency between the promise in the content and the actual offer.
Hands-on exercise & output
Create a campaign brief, three sample assets and a 30-day editorial calendar.
3
Search and discoverability
Theory & concepts
Connect search intent with helpful website content, page structure and conversion goals. Use Google Search Console concepts to interpret discoverability, and distinguish organic search, paid search and evolving AI-mediated discovery. Map high-intent questions to service pages and helpful supporting content. Review titles, internal links, technical accessibility and source credibility without promising rankings or inclusion in AI answers.
Professional application
Prioritize pages and topics by customer intent and business relevance. Distinguish visibility metrics from qualified demand and define how useful content supports the customer's next decision.
Hands-on exercise & output
Complete a search-intent map and a prioritized website content checklist.
4
Paid media and channel selection
Theory & concepts
Compare the roles of Google Ads, Meta and LinkedIn against audience and objectives. Plan targeting, creative variations, budgets and landing-page consistency, and recognize the limits of platform-reported results. Distinguish reach, traffic, lead and sales objectives when planning paid activity. Estimate budget allocation, define exclusions and test creative-message consistency across advertisement and landing page.
Professional application
Compare channel options against audience fit, creative requirements and acquisition economics. Build a test sequence that changes one major variable at a time and records the learning.
Hands-on exercise & output
Develop a channel plan and an advertisement test matrix without live spend.
5
Conversion and lead nurturing
Theory & concepts
Map form completion, qualification, response times and follow-up messages. Improve calls to action and remove unnecessary friction, while incorporating consent, responsible data handling and a clear handover to sales. Define the lead qualification criteria, form fields and response service level. Design email or messaging sequences with clear consent, useful content and an accountable sales handover.
Professional application
Map the handover between marketing and sales. Define what qualifies an inquiry, when follow-up is due and how unqualified or unready prospects receive an appropriate next step.
Hands-on exercise & output
Create an inquiry-handling workflow and a follow-up content sequence.
6
Measurement and optimization
Theory & concepts
Use Google Analytics 4 concepts, campaign tags and a conversion funnel to investigate performance. Compare acquisition cost, lead quality and revenue contribution, then design controlled creative or landing-page tests. Define events, key events, UTM parameters and a reporting funnel. Investigate attribution limits, duplicate leads and weak landing-page conversion before reallocating budget.
Professional application
Calculate conversion rates at each stage using consistent definitions. Investigate tracking gaps and reporting bias before claiming that one channel caused a commercial result.
Hands-on exercise & output
Diagnose a sample campaign and present an evidence-based optimization plan.
Integrated assignment
Produce a campaign plan with audience positioning, content themes, channel choices, a conversion journey and a measurement framework.
Delivery & methodology
Format
Part-time professional training
Attendance
Face-to-face · Live online
Location
Dubai / UAE for face-to-face cohorts; online attendance available
Timing
Session hours, timetable, venue and cohort availability are confirmed in joining instructions.
- Pre-course needs and learning-goals assessment
- Facilitated theory and professional concepts
- Guided demonstrations, case analysis and hands-on exercises
- Application to workplace decisions, with discussion and feedback
- Post-course learning review and a personal application plan
Assessment & application
Before
Identify your role, experience, priority objectives and a workplace task you want to improve. Record a baseline confidence rating with an example of current capability.
During
Review module exercises for accurate use of the method, evidence supporting decisions, relevance to the case and clarity of the completed output. Use facilitator and peer feedback to refine the work.
After
Compare the completed assignment with your initial objectives. Explain the decisions made, identify remaining gaps and record the next practical steps.
Workplace transfer
Create a personal 30-day application plan with a defined action, target date, required support and an observable success measure. This is a participant follow-through plan; ongoing coaching is scoped separately.
Frequently asked questions
How does the program connect marketing to inquiries?
It treats positioning, content, search, paid media and follow-up as one experience, diagnosing weak messages and conversion barriers to produce an actionable campaign plan with a measurement framework.
Does it cover paid and organic?
Yes. Content, search, paid media and follow-up are treated as parts of one campaign rather than separate channels.
Are the dates confirmed?
Dates, delivery format and places are confirmed by TIH before any booking is finalized. Use the enquiry option to check the next available cohort.
