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Digital Marketing Planning & Buying

Program Overview

This course is designed to teach participants how to approach media planning and design a 360 degrees online marketing strategy.

This program provides practical and hands-on skills that employers look for in the online marketing space. Sessions are delivered by a team of practicing industry experts from leading marketing companies.

15 hrs

31 Jan | 9AM - 1PM
1 Feb | 9AM - 2PM
7 Feb | 9AM - 2PM

AED 4,725* (External Participants)
AED 2,625* (UOWD Student & Alumni)
*VAT 5% inclusive


What the Program Covers

This program will teach participants:

  • How a marketing agency is structured and what resources are available
  • What clients look for in an online marketing campaign
  • How to structure a marketing planning and buying strategy
  • How to identify your audience
  • How to pick the right channel mix
  • How to build an execution-ready online marketing campaign
  • How to identify KPIs
  • How to report on your success

Key Program Benefits

Upon receiving your certification, you will be able to:

  • Build an online marketing strategy that can be executed in real life
  • Understand how to pitch your strategy to clients or management teams
  • Learn to speak the online marketing language and understand the jargons that professionals use

Who should take this course?

This program builds on different online marketing courses and students taking this course, should ideally have a basic understanding about the different platforms such as mobile, search, display, social etc. This course will not explain individual strategies but will rather focus on an holistic picture. This course also focusses on how to "sell" your strategy to clients or management teams so you will be exploring presentation strategies too. 

What you will learn

This course will provide you with an holistic understanding of digital marketing, how to develop a complete digital strategy and how to pitch the strategy to clients and management teams. The course will explain how to prepare and pass the Google Fundamentals Exam in your own time. 


How does a Marketing Agency work?
What clients and management look for in a marketing strategy? 
Building your strategy 
Building your KPI and measurement framework 
Student presentations & feedback 

Course Facilitators

Daniel Vaczi

Daniel Vaczi

Daniel has been in digital marketing for nearly 15 years. He started his digital career in Search Engine Optimization (SEO) and Paid Search and later added other disciplines such as mobile advertising, paid social, affiliate marketing and display advertising. Dan has also extensive experience in analytics, usability, conversion optimization and accessibility testing. 

Before joining GroupM MENA in January 2018 as Group Head of Data and Technology, Dan worked at Mediacom MENA as Regional Head of Digital, Performance Director at Wavemaker (MEC) London where he headed Johnson & Johnson's UK, IR & Northern European biddable team. Prior to MEC he worked at Three pipe Digital Marketing and PR Agency as Associate Director of Digital. 


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