A marketing campaign that generates likes but no leads is a common and expensive mistake, usually caused by strategy and execution living in two different worlds. This Applied Marketing Strategy and Digital Growth Training Course, endorsed by ISM and delivered by the Arab British Fellowship Training Academy, is built to connect the two.

The programme opens with the fundamentals that everything else depends on: how consumers actually make decisions, how to segment a market, and how branding shapes perception. It then moves into the digital tools that drive visibility today — SEO, social media and content — before turning to the research and analytics that tell a marketer whether any of it is working, alongside the CRM techniques that keep customers coming back.

Advertising, promotion and sales alignment round out the practical side, and the course closes with strategic marketing planning that ties campaigns to business objectives rather than vanity metrics. Attendees leave with an ISM-endorsed credential and a strategic toolkit they can put to work immediately.

• Understand how consumer decisions are actually made, and apply segmentation and branding accordingly.
• Build SEO, content and social media approaches that improve real visibility, not just impressions.
• Use marketing research and analytics to make data-driven decisions and measure ROI.
• Apply CRM strategies and loyalty programmes that strengthen customer retention.
• Develop advertising, promotional and sales strategies that stay aligned with business goals.
• Build a strategic marketing plan that supports sustainable, long-term business growth.

Target Audience

• Marketing professionals looking to sharpen their skills.
• Business owners and entrepreneurs wanting to strengthen their marketing.
• Sales and business development staff aligning marketing with sales goals.
• Brand managers and digital marketers refining their expertise.
• Students and new graduates building a career in marketing.

Module 1: Marketing Foundations and Buyer Behaviour

• Course overview and how marketing principles apply in today's business landscape.
• Understanding how consumers make decisions and what influences them.
• Market segmentation techniques and building a strong brand identity.

Module 2: Winning Online — Digital Marketing and Content

• SEO strategies and creating content that actually engages an audience.
• Best practices for building brand awareness and engagement on social media.
• Emerging trends and technologies reshaping digital marketing.

Module 3: Research, Data and Customer Relationships

• Tools and methods for gathering market data and insights.
• Measuring campaign effectiveness and ROI, and using analytics to refine strategy.
• CRM techniques and loyalty programmes for stronger customer retention.

Module 4: Campaigns That Convert — Advertising, Promotion and Sales

• Crafting and executing advertising campaigns that reach the right audience.
• Using media and promotional channels for maximum impact.
• Integrating sales techniques with marketing to drive revenue and business growth.

Module 5: From Plan to Growth — Strategic Marketing

• Formulating a long-term marketing plan aligned with business objectives.
• Encouraging innovation and creative thinking in response to market challenges.