Digital Marketing & Marketing Analytics
Digital made marketing measurable and then buried it in measures — the craft is knowing which numbers are decisions and which are noise.
Format
Classroom · Virtual
Upcoming sessions
Pick a session to applyADMISSIONS OPENThe programme
Every digital channel arrives with its own dashboard and its own definition of success. This programme restores the through-line: strategy first — audiences, journeys and the role each channel actually plays; the operating disciplines of search, social, email and content run as a portfolio; analytics with integrity — attribution’s honest limits, incrementality over vanity metrics, and testing that changes budgets; and AI across the function — content, targeting, optimisation — used with the judgement and brand control a professional owes the logo. Participants audit a real channel mix during the programme.
What you will do
Who attends
Digital marketing managers and specialists; marketing generalists deepening their analytics; brand managers accountable for digital performance; agency-side professionals moving in-house.
Programme agenda
Built for the decisions no textbook prepares you for
I.The through-line
- Audiences and journeys: what each channel is actually for
- The channel portfolio: search, social, email, content — roles and budgets
- Owned, earned, paid: the balance argued in money
II.Analytics with integrity
- Attribution: what the models honestly can and cannot tell you
- Incrementality and the vanity-metric purge
- Test design: hypotheses, significance, and budgets that move
III.AI in the function
- Content at scale with the brand’s voice protected
- Targeting and optimisation: what to automate, what to judge
- Governance: data, consent and the line the brand never crosses
Frequently asked
What does the marketing analytics course cover?
The through-line every channel dashboard obscures: strategy first — audiences, journeys and the role each channel actually plays; search, social, email and content run as a portfolio; and analytics with integrity — attribution’s honest limits, incrementality over vanity metrics, and test design that changes budgets rather than slideware.
Does it cover AI in marketing?
Yes — a full module works AI across the function: content at scale with the brand’s voice protected, targeting and optimisation with a clear line between what to automate and what to judge, and the governance questions of data, consent and the line the brand never crosses.
Is there practical work during the programme?
Yes — participants audit a real channel mix during the programme, arguing the owned–earned–paid balance in money and testing which of their numbers are decisions and which are noise. The course suits digital marketing managers and specialists, generalists deepening their analytics, brand managers accountable for digital performance, and agency-side professionals moving in-house.
When does the course run, and can it be delivered in-house?
Sessions run on a rolling calendar, with dates confirmed on request; fees and quotations are provided on enquiry. Like every BIZENIUS programme, it is available in-house — tailored to your channels, data and brand — and delivered in English and French.
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In their words
Knowledge transfer, emphasised throughout
“We worked with BIZENIUS for our Fresh Graduates Programme — they are simply amazing. Knowledge transfer and practical learning were emphasised throughout.”
Kuwait Investment Authority
From the Mandate Record
Mandate № 10 · East Africa
Winning the adoption war after winning the product war
The best digital bank in its market still had queues at the branch. The product was never the problem.
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Take the brochure with you.
One request — the full agenda, the faculty and the next cohort dates, sent personally by the admissions team.