Learning Paths

Use a structured approach to evaluate individual and team marketing skills and create an action plan for improvement.

Learning Path
How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team brief and create integrated inbound marketing campaigns for maximizing campaign reach, interaction, response and ROI. The included templates can then be used to apply the learning to your own campaigns.

What is a Learning Path?

Learning Paths are our unique interactive online training courses that explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Development Objective

Members who successfully complete this Learning Path have the ability to create integrated inbound marketing campaigns for maximizing campaign reach, interaction, response and ROI using a structured approach.

Learning Objectives

  • Make a case for investment in digital marketing by recognising the success factors for scoping a digital marketing strategy.
  • Create a digital SWOT using RACE, then structure a plan using SOSTAC® and RACE Planning frameworks.
  • Review your current digital marketing capabilities and benchmark competitors using RACE.
  • Set SMART objectives and forecast your return on investment.
  • Implement the vision for digital channel transformation through prioritising investments in paid, owned and earned media.
  • Define audience personas, customer journeys and digital value proposition.
  • Prioritise investments in digital customer experience and the supporting Martech stack.
  • Assess team and management structure and align resources for change management during digital transformation.
  • Deploy a 90-day planning optimisation approach for always-on investments.
  • Create a RACE dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules

Topic 1

Opportunities of digital marketing

  • Digital strategy success factors
  • Making the business case for investment in digital marketing
Topic 2

Structure digital plans

  • Structure a plan using SOSTAC®
  • Structure a plan using the RACE Planning framework
  • How to structure a campaign plan
Topic 3

Situation analysis

  • Create a digital SWOT using RACE
  • Define audience personas
  • Assess audience customer journeys
  • Competitor benchmarking with RACE
  • Capability maturity review
Topic 4

Set objectives and control

  • Set digital marketing goals and objectives
  • Forecast results and ROI for digital marketing activities
  • Set vision for digital transformation
Topic 5

Set Digital Strategy

  • Set strategic digital priorities
  • Digital segmentation and targeting
  • Define Digital Value Proposition
Topic 6

Select Tactics

  • Define content marketing strategy
  • Select search marketing investment
  • Select media investments
  • Influencer marketing
  • Improve digital customer experience
  • Review Martech stack investment
Topic 7

Select Actions

  • Define resources and team structure
  • Manage change for digital transformation
Topic 8


  • Deploy 90-day planning
  • Defining Google Analytics goals
  • Create a digital marketing reporting dashboard
Topic 9

Employee Development

  • Developing your skills with Smart Insights
  • Developing your team members with Smart Insights

Roles who will find this Learning Path useful

  • Managers responsible for increasing the contribution of digital channels in their organisation, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Consultants or agency account managers working with larger organisations