RMIT University
Digital Marketing Strategy
- Delivery: Online
- Duration: Six weeks
- Course Type: Short Course
- Total Price: $1,900
Understand the key drivers and metrics of the ACCR (awareness, consideration, conversion and retention) and the key strategies to improve awareness, engagement and the performance of your marketing efforts.
Course overview
Gain the knowledge and tools required to plan and execute a successful digital marketing strategy. From understanding the marketing mix to campaign objectives, students will learn how to generate awareness, increase acquisition and drive engagement.
With the proliferation of digital technologies and social media platforms, a robust digital marketing strategy has become essential to the success of any product or service. From understanding customers to constructing a brand or product’s unique selling proposition, this course provides the knowledge, skills and tactics required to construct, deploy and measure a digital marketing strategy.
By the end of the course, students will develop real-world skills through creating and reviewing a digital marketing strategy that can be applied directly to their role or project.
Key facts
13th July, 2026
10th August, 2026
What you will study
What is your message, and who is your customer?
Explore the digital marketing landscape and marketing objectives
- Learn how to understand your customer through customer personas.
- Uncover empathy maps and key problems to be solved.
Milestone: Define your digital marketing objective and create your customer persona.
How you will learn
Learn the theory, then get hands-on identifying customer behaviour and segmentation, understanding SEO strategies and driving social-media campaigns. You'll learn how to amplify messages online, along with the grounding to set up your digital marketing strategy.
Throughout this course, you'll create an integrated marketing plan, gaining experience in identifying personas and product unique selling propositions (USPs), mapping the customer journey, developing campaign objectives and creating a channel plan. You'll be supported by industry experts and mentors, as well as working with a dynamic community of learners from a range of careers and backgrounds.
What you will learn
By the end of this course, you'll be able to:
- Create a multi-channel marketing strategy and an audience development plan, supported by audience, product, context and market analysis.
- Create an audience development plan by identifying the key marketing platforms, success metrics and optimisation actions.
Who should attend
This Digital Marketing Strategy course is ideal for:
- Junior marketing professionals looking to upskill their digital marketing capabilities to apply to their current role, or to increase their employment opportunities.
- Entrepreneurs with a startup or side hustle in need of the tools and knowledge to launch and scale their project.
- Mid-senior managers from non-marketing backgrounds looking to understand how digital marketing strategies can drive business excellence.
Who You Will Learn From
Priya Kanniappan
Expert Industry Mentor
With 10 years' experience in the marketing and communications industry, Priya has spent the majority of her career working in the online technology space and alongside web developers, UX designers and product owners. She has developed a deep understanding of how product and brand converge to create memorable customer experiences and the importance this plays in driving adoption and building advocacy. Now as Senior Product Marketing Manager at Eventbrite Australia and New Zealand, Priya is focused on bringing Eventbrite’s world-class product and continuous innovation to local event creators and attendees.
Rob Wilde
Expert Industry Mentor
Rob began his career in creative agencies, leading strategic advertising initiatives for some of Australia's most-loved brands. Moving client side in 2016, Rob worked as Senior Go-To-Market Manager within the digital media and branded content team. Rob recently joined MYOB as a Product Marketing Manager, responsible for marketing SaaS products across Australia and New Zealand. Rob is excited by the intersection of creativity, technology and marketing strategy and can't wait to share this passion in his mentoring role.
Joanne Keown
Expert Industry Mentor
Jo is an experienced revenue and marketing manager with a master’s in marketing. Expertise in the travel, tourism, hospitality, and catering sectors, both B2B and B2C. Significant experience in brand and local area marketing, coaching of SME’s with practice in ABL and BTL marketing, specialising in optimising a business’s digital footprint. Jo is process-driven with a strong business acumen alongside outstanding analytical skills who assist businesses build revenue occupancy and yield through integrated marketing and revenue strategies and tactics.
Nicole Day
Expert Industry Mentor
With over a decade of experience, Nicole is a seasoned digital marketing professional. She has held positions at large organisations including Woolworths Group, Qantas, and the NSW Department of Planning and Environment. Her expertise is centred on driving digital communications, marketing strategy, and digital content experience, with a proven track record of optimising digital campaigns to enhance customer journeys across many channels.