DIGITAL MARKETING FUNDAMENTALS

Build confident marketing teams with a strong, execution-ready digital foundation.

This expert-led Digital Marketing Fundamentals Program equips marketing teams at all levels with the core capabilities and practical tools needed to plan, execute, and measure effective digital marketing initiatives.

Designed for organizations strengthening digital marketing fundamentals, the program covers social media strategy, digital media planning, eCommerce, SEO, mobile platforms, and performance measurement. Through hands-on exercises, real-world application, and a Pitch Day with subject matter expert feedback, teams apply learning to actual campaigns—ensuring strategies are refined, data-driven, and directly aligned to business goals and measurable performance outcomes.

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    PROGRAM OBJECTIVE
    By the end of this 3-day program, teams will be able to apply core digital marketing principles to develop and clearly present a customer-centric, results-driven digital marketing plan aligned to business goals and actionable execution.

    RECOMMENDED FOR

    • Brand managers leading strategy, positioning, and customer engagement across digital channels.
    • Digital marketing managers planning and executing integrated, performance-driven campaigns.
    • Product managers aligning digital marketing initiatives with product growth and customer needs.
    • Social media managers driving consistent, data-informed engagement across platforms.
    • Sales teams supporting customer acquisition and revenue growth through integrated digital execution.

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    Modular Upgrades: Flexible Learning for Teams

    Lighter live sessions combined with self-paced modules designed by our instructional designers and subject matter experts, giving your teams the flexibility to learn without disrupting business operations.

    Upgraded Course Content: Driving Business-Relevant Insights

    The program now includes updated best practices, case studies, and strategic frameworks, with a focus on how emerging technologies like AI are shaping digital marketing strategy and driving measurable business impact.

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    Program details

    DAY 1 | BUILDING A CUSTOMER-CENTRIC DIGITAL MARKETING STRATEGY

    I. The 360 Digital Marketing Plan Framework

    • What Makes a Good Strategy?
    • 5 Stages of a Digital Marketing Plan

    II. Setting Objectives

    • The Role of Digital
    • Setting Objectives
    • When & How to Pivot Campaigns

    III. Getting to Know Your Customers

    • Identifying Target Segments
    • Consumer Persona
    • Demographics, Psychographics, and Technographics
    • Customer Journey Mapping

    IV. Consumer Insights

    • Why We Do Things
    • Types of Consumer Insights
    • Observation vs. Insights

    V. Digital Content Strategy

    • POGLE Media Model
    • Digital Platform Guide

    VI. From Ideas to Activation

    • Storytelling
    • Content Frameworks

    DAY 2 | EXECUTING HIGH-IMPACT PAID, SOCIAL, AND SEARCH MEDIA STRATEGIES 

    I. Social Media Strategies: Meta

    • Posting Best Practices
    • Ads on Meta
      1. Targeting
      2. Ad Formats & Placements

    II. Social Media Strategies: X & LinkedIn

    • Posting Best Practices
    • Ads on LinkedIn

    III. Social Media Strategies: YouTube

    • Posting Best Practices
    • Video Ads

    IV. Social Media Strategies: TikTok

    • Posting Best Practices
    • TikTok Ads
      1. Targeting
      2. Ad Formats & Placements

    V. Working with Influencers

    • Types of Influencers
    • Selecting the Right Influencers

    VI. Google Display Network

    • Targeting
    • Formats
    • Best Practices

    VII. Paid Search

    • Keyword Research & Analysis
    • Types of Keywords
    • Utilizing AI for Keyword Predictions

    VIII. Search Engine Optimization

    • SEO Trends and Best Practice

    DAY 3 | OPTIMIZING DIGITAL PERFORMANCE THROUGH APPS, ECOMMERCE, AND MEASUREMENT

    I. Working with Mobile Apps

    • UI/UX Design
    • Personalization and Customization
    • App Store Optimization and Paid Search Strategy

    II. eCommerce

    • Product Catalogue Management
    • Pricing Strategies and Promotions

    III. Digital Measurement

    • Measurement vs. Analytics
    • Exposure & Effectiveness Metrics
    • Working with Ad Budgets

    IV. Campaign Performance Analysis

    • What is Marketing Attribution?
    • Attribution Models
    • How to Select the Appropriate Attribution Model

    V. CRM

    • Definition of CRM
    • CRM as a Process, Strategy, and Tool
    • Overview of Analysis Techniques
    • Metrics that Matter in CRM

    VI. Pitch Presentations 

    Rate Inclusions

    • 24 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get to network will other participants and consult with Subject Matter Experts

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Manny was a born marketing strategist supported by his experience as a Strategy Director for multiple ad agencies, namely Publicis Manila, NuWorks, and Ogilvy.

    He has been in the brand and marketing communication industry for more than 15 years, and has developed marketing communication, data, and digital strategies for brands such as Nestle, Unilever, P&G, Jollibee Foods Corporation, San Miguel Beer, Asia Brewery, Philippine Basketball Association, Belo Essentials, Smart, PMFTC, Monde Nissin, and Resorts World Manila, among others.

    Manny Gonzales

    Shayne has been in the media industry for more than 16 years, having spent her advertising agency journey with Starcom, Carat, UM, Mediacom, iProspect, Havas Media-Ortega, and now as the Managing Director of IXM Hakuhdo.

    She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – three of which include Campaign Asia Digital Agency of the Year Award 2017, '40 under 40' individuals in APAC, and one of the Women to Watch also by Campaign Asia in 2016 and 2020 respectively.

    Shayne Madamba

    From managing multiple accounts at the servicing side as an account director for MRM//McCann where he drove business results for NIVEA, Ayala Land, Havaianas, and BPI Asset Management, among others, Miko now orchestrates Coda's overall marketing strategy.

    In his downtime – which is still quite busy on its own – Miko continues to hoard camera films for his film photography, leverage his project management skills for his travel itineraries and compete for the cheapest airfare flights.

    Miko de Vera

    Jeano Cruz is the Creative Director and Head of Social at GIGIL. He believes his social career started in 2016 when his Korea puns post went viral on Facebook, despite being very corny.

    Since then, he has aimed to apply his learnings from that experience to his advertising work, eventually helping brands like 7-Eleven, Cobra Energy Drink, Saint Jo Flowers, Orocan, CIMB Bank PH, and more to go viral.

    In one year, Jeano's work with the ideas agency has since collected awards at Spikes, AdFest, CLIO, Boomerangs, Kidlat, Tambuli, and more. Recently, he is one of the core drivers that helped GIGIL bag the Philippines' Independent Agency of the Year & Creative Agency of the Year (Campaign Asia 2020) and Most Effective Independent Agency in Asia (APAC Effies 2020).

    Jeano Cruz

    Jason Cruz is the Strategy Director at Ogilvy, where he brings together creative thinking, data, and culture to drive brand growth.

    Before joining Ogilvy, Jason led global content strategy, partnerships, and business development for Shell Eco-marathon, Shell's flagship academic program on energy optimization and one of the world's most prestigious student engineering competitions.

    His career spans leadership roles across top agencies in Asia. He served as Business Development Director and Communications Strategist at ADA Asia Philippines, a regional leader in data-driven marketing and analytics. He also spent nearly a decade at McCann Worldgroup Philippines, rising from Social Media Manager to Head of Digital Strategy for Asia-Pacific, where he helped shape social marketing efforts across the region.

    Jason has worked on nearly 200 brand campaigns and has played a key role in some of the most culture-shaping work in the marketing industry. A passionate educator, he is a recognized trainer, speaker, and program chair for the Social Media Program at CDM, the Philippines' leading digital marketing training provider.

    Outside of work, Jason inspires others through his YouTube channel, Better Today with Jason Cruz, where he shares insights on life, career, and purpose.

    Jason Cruz

    With 15+ years of experience in digital marketing for multiple brands from across industries. Areas of expertise include content and platform strategy, online media, and campaign analysis. Led development and integration of product-based solutions through the agency’s internal capabilities and strategic partnerships. Handled campaigns that received industry recognitions local and international.

    Raffy Bariso

    A Carlos Palanca Award-winning writer and an AB Journalism graduate from the University of Santo Tomas, RJ has been in the field of corporate communications and marketing for over 15 years.

    Prior joining Mang Inasal, she was Group Marketing Manager in SM Supermalls for almost 7 years; PR Accounts for Broadcast and Digital in ABS-CBN's Integrated Corporate Communications Division for 6 years; and Internal Communication Officer in Chowking for 4 years.

    In SM, she led the Family Segment Marketing group that has reaped over 20 local and international recognitions from various award-giving bodies for several customer insight-based campaigns and programs. Among which is a brainchild that's very close to her heart -- SuperMoms Club, the Philippines' first ever and biggest branded social community with over 200,000 members to date. In 2021 alone, SuperMoms Club was named Outstanding Innovation during COVID-19 in Global Business Excellence Awards, Bronze Award under the Best Social Media or Word of Mouth Campaign in the 21st Dragons of Asia, Engaged Community of the Year in The International Business Awards 2021, and the Best Customer Experience Breakthrough Award from the prestigious World Retail Awards.

    A writer by heart, a communicator by profession, a mommy blogger by passion, and a life-long lover of learning.

    RJ Rodillo

    Over 12 years of experience in various fields of advertising including Media Planning/Buying, Digital Creative, Content Marketing, Social Media Strategy, and Connection Planning.

    I was a graduate of OMD Philippines' first Media Management Internship Programme (2009) and stayed in the company for 6 years with exposures on both traditional and digital media. I have worked with various brands from different categories such as retail, pharmaceuticals, banking, automotive, electronics etc. - SM Retail, Pascual Laboratories, AXA, Epson, Huawei, Viber, VISA, KIA, Levi's to name a few.

    In 2015, I joined Primer Group of Companies as Digital Creative and Content Lead. I was able to provide digital strategies, campaigns, executions and solutions for some of Primer's roster of globally-renowned retail brands - Herschel Supply Co., JanSport, FitFlop, Native Shoes, Hedgren, Poler, Bratpack, ROX, ResToeRun, etc. Aside from local projects, I also had the privilege of crafting regional digital campaigns for various Primer brands across Southeast Asia. Most recently, our regional campaign for Native Shoes, "Native Wanderlite" (A Social Digital Promotion across 6 Southeast Asian markets) won Best Digital Promotion at the Native Shoes Global Conference held in Canada.

    In 2017, I joined the Havas Ortega Group as Communications and Connection Planning Manager and have handled a good roster of brands in various categories such as Pharmaceuticals, FMCG, Finance, Energy, Leisure/Entertainment, Insurance, etc.

    At present, I lead the Intelligence and Strategy Teams at Havas as MX Intelligence and Brief Director providing meaningful, integrated strategies across business units and key accounts. I've also written and co-wrote several thought leadership pieces including the REACT: Prosumer Report on Sustainability and The World Re-imagined: Prosumer Report on Health and Hygiene.

    Gian dela Cruz

    Have questions?

    New Program: Strategic Digital Marketing for Growth starts March 21Book Early
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