The rise of social media has significantly changed the marketing environment. During this interactive workshop you will learn how to define your digital marketing strategy, develop a structured plan to put into action and measure its ongoing effectiveness. Includes discussion of tools such as LinkedIn, Facebook and Pinterest but please note that this is not a computer course. Statement of Attendance issued.
Course format: 5 weeks x 3 hours
Course Description
This interactive workshop is designed to help you develop a practical and effective marketing strategy tailored to your small business or not-for-profit organisation. You’ll learn how to define a clear, focused marketing strategy that aligns with your goals and resources.
The course covers setting measurable goals, identifying your target audience, and selecting the most effective marketing channels. We’ll also explore popular platforms such as LinkedIn, Facebook, and Instagram, helping you understand how to use these tools to boost your digital presence. Please note, this is not a technical computer course but rather focuses on how to use these platforms to engage your audience and drive results.
Additionally, you will learn how to measure the effectiveness of your marketing efforts, enabling you to adjust strategies and ensure continued growth.
This course is ideal for aspiring entrepreneurs, early-stage small business owners, or anyone looking to turn their passion into a profitable business. Students will be provided with comprehensive course notes and a workbook, and are welcome to bring laptops or other devices to assist with research, etc.
A Statement of Attendance will be issued to students who complete the course.
Course Structure
During the workshop we will work through the following topics as we develop our marketing plans:
- How the emergence of digital technology has changed the marketing environment
- Analysing the internal and external business environments using STEEPLE and PEST
- Analysing the target market and developing a customer profile
- Competitor and industry analysis
- Conducting a digital marketing audit
- Setting SMART objectives
- The 7 Ps of traditional marketing vs the 10 Cs of digital marketing
- Overview of digital marketing channels, platforms and tactical activities (includes a discussion of Facebook, Instagram, Tik Tok, LinkedIn, Pinterest, X, YouTube, SEO, blogging, websites, online stores, scheduling tools, content strategies, etc)
- Budgeting and operational considerations
- Building a timeline of marketing activity
- The evaluation cycle and tools for assessing return on investment
There will also be opportunities to workshop your ideas and questions with the group as you work through the marketing planning process.
Course Learning Outcomes
By the end of this course, students will be able to:
- Develop a clear, focused marketing strategy tailored to your small business or not-for-profit organisation.
- Set measurable, achievable goals that align with your organisational objectives.
- Identify and understand your target audience to create effective marketing campaigns.
- Select the most appropriate marketing channels to reach your audience.
- Learn how to use digital platforms to boost your online presence and engage your audience.
- Understand how to measure the effectiveness of your marketing efforts and adjust strategies accordingly.
- Understand how to track and analyse key performance indicators (KPIs) for continued marketing success.
- Create a practical, actionable marketing plan and build confidence in marketing your small business or not-for-profit organisation.
Student Feedback
“Very clear and well presented. Kelly was able to move with the students to make sure we all had our questions answered, and no question was too silly.”
“There was a huge amount of detail, and it was well presented. It has helped me focus on where to start.”
“Love the resources provided, lots of great in-depth information. Thank you, Kelly!”
Your Tutor is Kelly Hody
Kelly Hody MBA(Mkt), BBus(BusMgt), DipDigMkt, CertIVTrngAssmnt has been teaching at WEA since 2017.
With more than 15 years of hands-on marketing experience, Kelly is passionate about simplifying the complexities of marketing for small business owners and volunteer-led organisations. In a world where marketing can seem like an overly complicated puzzle, Kelly stands as a beacon of simplicity and success, proving that with the right guidance anyone can implement effective marketing tactics to achieve their business objectives.
Kelly has an MBA specialising in Marketing, a Bachelor of Business (Business Management), a Diploma in Digital Marketing and a Certificate IV in Training and Assessment, and runs her own business as a freelance marketing consultant.
This course is available as a WEA Flexi course.
When you enrol in a WEA Flexi course, you have the option of attending each session in person or online via Zoom. You do not need to nominate a preference when you enrol, you can simply attend each session in person or online as it suits you.
Zoom is a popular video conferencing software solution which can be used as a virtual classroom. For an optimal online learning experience, when attending classes via Zoom we recommend you install Zoom Workplace on a desktop or laptop computer with built-in webcam and use a headset with microphone. Alternatively, there is a Zoom Workplace app available so you can participate using a tablet or smartphone, however you may not be able to experience all aspects of the online learning environment when participating this way.
When you enrol in a WEA Flexi course, you will receive an email with a Zoom meeting link at least two days before the course starts. If you don’t see the email in your inbox, please check your spam folder or junk mail. If you have not received the email with the Zoom meeting details, please contact us and we will provide the details you need to join the session online.
To join the course session via Zoom, simply click on the Join the Meeting link in the email or click on Join Meeting in the Zoom app and insert the Meeting ID, your name and Passcode in the boxes provided.
Please note: WEA can only provide limited technical support (such as re-sending the meeting details), as students should know how to use Zoom on their computer or device if choosing to attend this way.
|