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Short Courses

Customer Journey & Digital Funnel Design

Duration & Format
12 Hours

Mode
Hybrid

Location
Milan and On-Line

Start / End Dates
13 december 2024
14 december 2024

Teacher
Giovanni Pupo

Price
625 € one course
500 € from three courses

Description

The “Customer Journey & Digital Funnel Design” module explores the complexities of customer journey mapping and digital funnel design. Students will learn how to translate business goals into actionable media plans, understand the differences between media planning and buying, and master essential metrics and KPIs to evaluate performance.

The course will delve into the specifics of media planning, audience targeting and the use of various digital advertising channels, including Google Ads, Meta Ads and YouTube Ads.

The course is administered through a combination of face-to-face lectures, hands-on exercises, business games and interactive sessions. OnDemand lectures provide background content and reference materials, while in-person and live streaming sessions focus on hands-on activities, case study discussions and thematic insights. Teaching methodologies include interactive lectures, group work, hands-on exercises, and Q&A sessions to ensure a comprehensive and applied understanding of the concepts covered

Who is addressed

This module is ideal for managers who wish to improve their skills in digital marketing, especially those working in the areas of advertising, digital strategy, or campaign management.

OBJECTIVES AND SKILLS

At the end of the module, students will be able to:

  • Understand and articulate the concepts of media planning and buying.
  • Translate business objectives into media strategies.
  • Develop and analyze buyer personas and their application in digital advertising platforms.
  • Design effective customer journeys and digital funnels.
  • Implement and optimize campaigns on Google Ads, Meta Ads and YouTube Ads.
  • Measure and interpret key performance indicators (KPIs) and metrics.

EXPECTED LEARNING OUTCOMES

At the end of the module, students will be able to:

  • Create and implement media plans based on business goals.
  • Use buyer personas to improve advertising targeting strategies.
  • Design and optimize digital marketing funnels.
  • Manage and optimize ad campaigns on Google Ads, Meta Ads and YouTube Ads.
  • Analyze campaign data and present results and recommendations based on KPIs and metrics.

SKILLS TO BE DEVELOPED WITHIN THE MODULE

Specific skills that will be acquired are listed below:

  1. Ability to strategically plan and buy media.
  2. Skill in using digital advertising platforms for advanced targeting.
  3. Skills in designing and optimizing marketing funnels.
  4. Ability to analyze and interpret data for continuous campaign improvement.
  5. Skills in translating business objectives into concrete media strategies.

TOPICS ADDRESSED

THEME 1: Introduction to the Customer Journey and Digital Funnel.

THEME 2: Media Planning and Buying.

THEME 3: Metrics and KPIs

THEME 4: Translating Business Objectives into Media Strategies

THEME 5: Audience Targeting and Buyer Personas

THEME 6: Channel-Specific Strategies.

MODULE PROGRAM / MACRO DESIGN

ON DEMAND – 2h

THEME 1: Introduction to the Customer Journey and Digital Funnel

  • Definition and importance of the customer journey
  • Stages of the customer journey
  • Mapping the customer journey

THEME 2: Media Planning and Buying

  • What is media planning?
  • Differences between media planning and media buying
  • Practical examples and case studies

IN PRESENCE – 7h (9.30 – 12.45 + 14.00 – 18.15)

THEME 3: Metrics and KPIs

  • Types of digital marketing metrics
  • Defining and measuring KPIs
  • Analysis and interpretation of KPI data

THEME 4: Translating Business Objectives into Media Strategies.

  • Understanding business objectives
  • Developing media strategies based on business objectives
  • Case studies and practical applications

THEME 5: Audience Targeting and Buyer Personas

  • Development of detailed buyer personas
  • Translation of buyer personas into biddable advertising platforms
  • Practical exercises and examples

IN LIVE STREAMING – 3h (9.30 – 12.45)

THEME 6: Channel-Specific Strategies

  • Google Ads: overview, campaign types, keyword research and targeting, ad creation and optimization
  • Meta Ads (Facebook & Instagram): overview, campaign types, audience targeting and ad placements, creative best practices and optimization
  • YouTube Ads: overview, campaign types, video formats and targeting, creative best practices and optimization

WARNINGS AND PREREQUISITES REQUIRED

To ensure effective learning and maximize the benefits of the course, it is recommended that participants possess a good knowledge of English and Excel.

Methods of Enrollment and Customization of the course

For any information, requests for assistance and master’s customization, please contact us!
To submit your application, analyze the best content for your needs, and customize your course send us an email with your request, along with a contact information.

For info and enrollment: info@dibs-school.com

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