Digital Marketing Strategy

September 25–29, 2017 $5,495
March 5–9, 2018 $5,695

As new digital technologies continue to reshape the competitive landscape, marketers are challenged to stay informed, adapt, and make strategic decisions in a space that’s constantly evolving.

This new five-day program delivers the proven frameworks and foundational tools you need to design, implement, and manage a successful digital marketing strategy that achieves your business objectives. From day one, you will engage in hands-on exercises that help you build buyer and influencer personas, capture and measure critical data, communicate more effectively, and drive deeper customer loyalty and market share.

Program Benefits

  • Develop the skills to build an actionable digital strategy that aligns with your business goals
  • Examine how companies use different strategies to reach specific target audiences
  • Acquire a proven digital media framework that you can immediately implement
  • Identify the best way for your company to determine return on investment (ROI)
  •  Build buyer and influencer personas based on analyzing market research
  •  Discuss digital media challenges and learn from peers who face similar issues
  •  Expand your professional and personal digital networks

Topics Covered

  • Broadening your understanding of the complete customer journey 
  • Delving into the fundamentals of diverse social media strategies 
  • Understanding the importance of inbound marketing 
  • Selecting the right resources for managing digital media
  • Exploring search engine marketing (SEM) and search engine optimization (SEO)
  • Understanding the risks of social media—responding to complaints, criticism, and crises
  • Determining the metrics of your business goals and building ROI into your media strategy
  • Making informed decisions about where to spend on digital—from social platforms to content to paid digital ads
  • Building and supporting digital communities
  • Considering next steps for you and your company

Who Should Enroll

This intensive new program is ideal for those who are looking to understand the big picture of building and executing a digital media strategy. Students should be familiar with the various social media platforms, and have the ability to understand how business strategy applies to these digital marketing and media tools. This program is a variation of our previously offered Introduction to Digital Marketing, Social Media Marketing: Advanced Strategies and Tactics, and Advanced Digital Marketing: Media Strategy and Planning. If you have already taken any of these programs, we encourage to consider one of our other offerings.


Master the skills you need to build and execute a digital media strategy that meets your business goals. This intensive new program delivers the frameworks and foundational tools you need to connect with customers, drive customer loyalty, and adapt your strategy to new technologies.

Foundations of Digital Marketing

  • Overview of Digital Marketing frameworks and terminology
  • Building personas
  • Setting business objectives

Search Engine Optimization (SEO) / Search Engine Marketing (SEM)

  • Overview of SEO
  • Analytics
  • Paid search
  • ROI-based framework
  • Key Performance Indicators (KPIs)
  • Attribution models and frameworks
  • Media planning
Content Marketing
  • Overview of content management
  • Story: Long and short; timing and cadence
  • Customer Journeys
  • Creating optimal brand stories

Social Media Marketing

  • Social listening/monitoring
  • Building relationships and community
  • Paid social 
  • Co-creation: User-generated content, influencer outreach
  • Social media initiatives vs. social media strategy

Program Dates

September 25–29, 2017
Instructor: Nicole Ames, Sam Mallikarjunan
March 5–9, 2018
Instructor: Nicole Ames

Class Times

Programs run from 9 am to 5 pm

Program Fee

2018 Program Fee: $5,695
2017 Program Fee: $5,495


Division of Continuing Education classrooms, One Brattle Square


Founder of Twist IMC, Nicole Ames is an expert consultant on digital media strategies, with clients including Bloomberg, Ikea, Keurig and RBS Citizens. In addition to her experience working in Fortune 500 companies, she also serves as an adjunct professor at Boston University's School of Management.

Sam Mallikarjunan, the former head of growth at HubSpot Labs, led the company’s marketing expansion into Latin America, and oversaw the team that built a new market in e-commerce for the world’s #1 sales and marketing platform. The author of the book How To Sell Better Than Amazon, Sam is an adviser and consultant to companies all over the world. He currently leads, HubSpot’s new executive strategy publication.