Develop and manage a digital marketing and communication strategy


Training overview

This training will show you how to define objectives and develop an effective digital communication strategy in line with the company’s overall strategy. You will learn how to implement a digital communication system and the tools necessary for its evaluation and optimization.

Target audience

Communication directors, community managers and all those involved in the implementation of a digital communication strategy.


    Module 1: the key points of an effective digital strategy(7h)
    Placement test
    – Presentation of the certificate and certification methods
    – An ethical approach to digital marketing
    Quiz: overview of digital levers and vocabulary
    Workshop: the key stages of a successful digital marketing strategy
    – The customer-centric approach
    – Data at the heart of the challenges
    – From digital uses to activatable touchpoints
    – Definition of objectives and choice of KPIs
    Workshop: audit of existing strategies and

    Module 2: optimizing a website and its natural referencing (7h)
    – The key points of a good website (SEO, analytics, UX design, conversion, mobile)
    Workshop: carrying out a website audit and optimization
    – Reassure visitors to encourage them to take action
    Workshop: carrying out an SEO audit and optimization
    – The technical and semantic aspects of natural referencing (SEO)
    Workshop: analysis and choice of keywords
    – Develop its popularity on Google
    – Trends: zero position on Google, local SEO, voice SEA, on-site accessibility, “secondary” search engines (Amazon, YouTube, ethical/privacy engines, international focus)

    Module 3: digital advertising and traffic acquisition (14h)
    Quiz: overview of paid media in France
    – Reminder of the context: depublicization (consumer side) and ad verification (brand side)
    – Strategic use of Search (SEA)
    Workshop: Google Ads optimization
    – Targeting and retargeting
    – Creative formats and display purchase methods (classic display, special operation, social advertising, programmatic, mobile, video, audio)
    Workshop: Facebook Ads configuration
    – Membership
    – The good practices of email marketing
    Workshop: choose your advertising levers according to your objectives / targets

    Module 4: Social Media and Influence Marketing (14h)
    Quiz: overview of social media and their audiences
    Workshop: audit of an existing social media strategy and optimization
    – Focus on essential platforms (Instagram, Facebook, LinkedIn, YouTube, Twitter)
    – Focus on instant messaging, emerging networks and the uses of young people (TikTok, Twitch, Snapchat etc)
    – Creative formats (app, video, bots…)
    – Step-by-step, construction of a methodology to animate its social presences (interest by targets, editorial calendar, typology of content, good practices to promote engagement, etc)
    Workshop: content creation
    – The impact of e-reputation and customer reviews

    Module 5: measuring the effectiveness of your digital strategy and investments(14h)
    – Reconciliation of the on/off customer journey, marketing continuity and content
    – Retail trends and best practices (e- and m-commerce, web-in-store, web-tostore)
    – Optimize funnel and conversion
    Quiz: vocabulary and data concepts
    – Key points of digital measurement
    Workshop: Google Analytics and development of a global dashboard

What's more

Digital Marketing

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means of contact

  1. Telephone

    +216 96 803 221

  2. Email

  3. Whatsapp


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    Upgradetek Engineering is a strategy and management consulting firm, specialized in the transformation of financial institutions. As one of the leaders of this sector in Tunisia, we have been supporting our banking and financial clients for more than 14 years in the evolution of their business model, in defining and implementing new target business models and improving their performance.

    23, Avenue of Naplouse 1001 Tunis, Tunisia
    +216 71 33 93 95