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Digital Marketing Basics and Media Strategy

1. Introduction to Digital Marketing

The Art of Storytelling in Digital Marketing

2. Fundamentals of Storytelling

3. Visual Storytelling

4. Visual Language & Sketchnoting

Understanding Your Audience

5. Target Market and Audiences

6. Customer Personas

7. Customer Journey Mapping

$ (USD)

Strategic Digital Marketing: Frameworks and Narrative Storytelling is a practical, strategy-first course that blends proven marketing frameworks with the art of brand storytelling. You’ll learn how to plan campaigns using the Paid, Owned, and Earned Media (POEM) model, then bring them to life with compelling narratives that move audiences from awareness to action. From fundamentals to execution, this course shows you how to align media strategy with message, visual language, and customer journey insights for measurable impact. You’ll explore the STP framework to clarify who you’re targeting and why, craft data-driven customer personas, and map end-to-end journeys across critical touchpoints. Along the way, you’ll master storytelling structure (including Freytag’s Pyramid), tone, voice, imagery, and visual techniques like sketchnoting to communicate ideas clearly and memorably. Whether you’re launching a new product, optimizing content performance, or scaling paid campaigns, you’ll gain a repeatable strategy toolkit and creative playbook to accelerate growth. Ideal for marketers and founders who want to connect strategy with story—and convert attention into lasting brand relationships.

Strategic Digital Marketing: Frameworks and Narrative Storytelling

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            <p>In an era where digital presence defines business success, mastering the intersection of data-driven strategy and creative expression is essential. This course explores the fundamental concepts of digital marketing, beginning with a deep dive into the Paid, Owned, and Earned Media (POEM) framework. By understanding how these media types overlap and interact, marketers can build cohesive strategies that maximize reach and engagement. We will examine the benefits and challenges of various media channels, ensuring a solid foundation for navigating the complexities of the modern business landscape.</p>

<p>Beyond technical frameworks, the heart of impactful marketing lies in the art of narrative. This curriculum emphasizes the power of storytelling to build authentic brand connections, utilizing structured approaches like Freytag’s Pyramid for plot and character development. Participants will learn to harness visual language and sketchnoting to overcome audience fatigue with text-heavy content, leveraging imagery to capture attention in a fast-paced digital environment. By integrating brand voice, tone, and context, you will learn to deliver stories that resonate deeply with your target audience.</p>

<p>Success in digital marketing is ultimately rooted in a profound understanding of the consumer. This course provides the tools to identify and reach specific market segments through the Segmentation, Targeting, and Positioning (STP) framework. You will learn to construct data-driven customer personas and map intricate customer journeys, identifying key touchpoints and stages of the buying process. By aligning narrative storytelling with a clear understanding of the audience's path, you can create strategic marketing campaigns that are both emotionally compelling and commercially effective.</p>
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