This 6-half-day expert-led, live online class will help you learn digital marketing and its role to drive business growth. Based on a deep understanding of your target customers, you will learn how to create an effective digital marketing plan and gain techniques on how to engage with them across a digital ecosystem of social media, website, email, video, and mobile marketing. You will also gain knowledge on how to set the right metrics and track the results.

 SCHEDULE: May 10, 17, 24, 31, Jun 7, & 14

 DURATION: 13:00-18:00 GMT+8
(5 hrs) for 6 consecutive Saturdays

 FORMAT: 100% Live & Online

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    By the end of the 6-half-day online program, the students will be able to communicate a result-oriented, consumer-centric, and dynamic digital marketing plan.


    • Those doing traditional marketing and want to shift and/or integrate digital.
    • Entrepreneurs and small business owners who want to understand digital.
    • Those who want to kickstart their career doing digital marketing functions.

    For those who will enroll in the With CDM Certification option, you can earn a CDM Certificate after finishing the program and passing the qualifying exam. All program attendees will receive a Certificate of Participation.

    Start or accelerate your career in digital marketing! This program is part of the CDM Digital Marketing Strategist Track.

    If the industry is changing, we are adapting with it.

    In the spirit of continuous improvement, we at CDM always strive to deliver the best learning experiences to our students that will help them #BeMore, impact their careers, and deliver a positive ROI for their organizations.


    Bite-sized Learning Format

    Starting in the second-half of the year, students can enjoy shorter learning sessions for CDM certification programs. Our online classes are now more spread out which means a lighter CDM learning experience.

    70-30 Program Structure

    We optimized our curriculum to strike a balance between theory (30%) and practice (70%) and feature more individual and collaborative activities for a richer learning experience.

    Program details


    • The 360 Digital Marketing Plan Framework
      • Role of Digital
      • Consumer Insighting
      • Content Strategy
      • Platform Strategy
      • Digital Measurement
    • Setting Objectives
      • Business
      • Marketing
      • Digital Marketing
      • Touchpoints
      • Role of Digital in the Conversion Funnel
    • Knowing Your Customers
      • Identifying Target Segments
      • Creating a Consumer Persona
      • Consumer Insights
      • Customer Journey
    • Creating a Big Idea
      • Content Frameworks
      • Agile Content Framework
      • Facebook Content Framework
      • Hero-Hub-Help
      • Sourcing Framework
    • POGLE Media Model


    A dedicated session where you, together with a group, will determine a case brand and create a digital marketing campaign briefing using the concepts discussed during the previous session (Day 1). 

    • Collaboration Activity 1: Campaign Briefing
      • Target Segment, Consumer Persona, and Consumer Journey
    • Collaboration Activity 2: Campaign Briefing
      • Consumer Insight and Big Idea


    • Paid Advertising
      • Paid Media
        • Google
        • Facebook (Meta)
      • Video Ads
        • Types of Video Ads
        • Video Ads Through the Funnel
        • YouTube ABCD Framework
      • Ads on Aggregator Platforms
        • Ad Formats
        • Best Practices
    • Search Engine Optimization (SEO)
      • On-Page
      • Off-Page
      • Technical Factors


    • Social Media Marketing
      • Updates on Facebook (Meta)
      • Best Practices
        • Meta Platforms (Facebook, Instagram)
        • TikTok
        • YouTube
        • Twitter
        • LinkedIn
      • Working with Influencers
        • Types of Influencers
        • Archetypes
        • How to Choose the Right Influencers
        • Best Practices
    • Email Marketing Strategies
      • Types of Email
      • Email Best Practices
    • Mobile Marketing Strategies
      • SMS
      • Location-Based
      • Beaconing


    • E-Commerce
      • Types of E-Commerce
      • Life Stages of a Business
      • Social Commerce
      • E-Commerce Customer Journey
    • Digital Measurement Framework
      • Measurement vs. Analytics
      • KPI vs. Metrics
      • DMB Metrics – A special framework that categorized metrics into Exposure and Effectiveness
        • Social Media
        • Paid Media
        • Website
        • Search Ads
        • Email
        • Video


    • Customer Relationship Management (CRM)
      • Definition of CRM
      • CRM as a Tool, Platform, and Strategy
      • SCAMPER Framework
    • Pitch Presentations – Taking off from the dedicated activity day in Day 2 and building off from the micro-activities each session, you will present your digital marketing plan to subject matter expert/s together with your group.

    Rate Inclusions

    • 30 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get a Certificate of Participation at the end of the program after full attendance
    • Get a CDM Certificate for applicable programs after passing a qualifying exam
    • Get to network will other participants and consult with Subject Matter Experts

    Get Certified by CDM
    At the end of your online classes, you will receive access to take the Certification Exam. Pass this to earn and get your official digital CDM Certification. If you didn’t apply for Certification, a Certificate of Participation will be sent to you. Showcase your certifications by linking or uploading them in LinkedIn!

    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 is a program chair and lecturer for the Digital Marketing Fundamentals Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    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, and now as Chief Digital Officer of Havas Media-Ortega.

    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 is a program chair and lecturer for the Digital Marketing Fundamentals Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    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 Singlife Philippine’s digital 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 is a program chair and lecturer for the Marketing Technology Foundations Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    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 is the Head of Global Content Strategy, Partnerships, and Business Development for Shell Eco-marathon, the global academic program by Shell focused on energy optimization and one of the world’s leading student engineering competitions.

    Prior to Shell, he was the Business Development Director and Communications Strategist for ADA Asia’s Philippine office. ADA Asia is one of the region’s top agencies in data, analytics, and business insights. He also started his career with one of the country’s largest creative agencies, McCann Worldgroup Philippines. In less than eight years, he moved up from social media manager to become the Head of Digital Strategy and lead for social marketing for Asia-Pacific.

    He has worked on nearly 200 brand campaigns so far and is a key player in some of the most culture-changing work from the marketing industry. Jason is a teacher at heart and is a recognized educator, corporate trainer, and international speaker.

    Outside of the industry, he creates work-life inspiration content on his YouTube channel, Better Today with Jason Cruz.

    Jason is a program chair and lecturer for the Social Media Program at CDM, the Philippines’ leading provider of digital marketing training and transformation solutions.

    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


    • BATCH 70: May 10, 17, 24, 31, Jun 7, 14 (6 Fri)
    • BATCH 71: Jul 6, 13, 20, 27, Aug 3, 10 (6 Sat)
    • BATCH 72: Aug 31, Sep 7, 14, 21, 28, Oct 5 (6 Sat)


    • 13:00 – 18:00 Philippine Time (PHT) (UTC +8) /
    • 13:00 – 18:00 Singapore Time (SGT) (UTC +8) /
    • 12:00 – 17:00 Indonesia Time (WIB) (UTC +7) /
    • 12:00 – 17:00 Vietnam Time (ICT) (UTC +7) /
    • 11:30 – 16:30 Myanmar Time (MMT) (UTC +6:30)
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