100%Online
 
Duration:24 Hours
 
Program Fee:$500
 
Language of Instruction:English
GUIDELINES FOR ADVANCED DIGITAL MARKETING STRATEGY
WHY YOU SHOULD ATTEND

This certificate is designed for professionals who want to move beyond basic digital marketing knowledge and develop advanced, results-driven strategies. As digital platforms become more competitive, businesses need specialists who can manage e-commerce, paid advertising, analytics, and data-driven decision-making.

This program equips participants with practical skills in e-commerce strategy, online store management, advanced content marketing, paid advertising (PPC), and performance analytics to support business growth and ROI-driven marketing.

By attending this certificate, participants will:

  • Learn how to build and manage professional e-commerce platforms.
  • Develop advanced content marketing and communication strategies.
  • Master Google Ads and paid campaign management techniques.
  • Use analytics to monitor performance and make strategic decisions.
  • Strengthen leadership-level digital marketing capabilities.
INSTRUCTIONAL LEARNING OBJECTIVES (ILOS)

By the end of the course, participants will be able to:

  • Design and launch functional e-commerce stores using Shopify.
  • Develop and execute advanced content marketing strategies.
  • Create, manage, and optimize Google Ads campaigns.
  • Apply Google Analytics 4 to measure digital marketing performance.
  • Make data-driven marketing decisions to improve ROI.
TARGETED AUDIENCE

This program is designed for:

  • Marketing professionals seeking advanced strategic digital skills.
  • Entrepreneurs and business owners managing online stores.
  • Communication and content specialists.
  • Digital marketing practitioners aiming for leadership or managerial roles.
  • Professionals with basic digital marketing knowledge who want to advance their expertise.
COMPETENCIES DEVELOPED THROUGH THE PROGRAM

Participants will develop the following competencies:

  • Strategic thinking and marketing planning skills.
  • Technical competencies in e-commerce platforms and paid advertising tools.
  • Analytical and reporting skills using Google Analytics 4.
  • Creative content development and digital storytelling capabilities.
  • Decision-making skills based on data and performance metrics.
LANGUAGE OF INSTRUCTION

The certificate will be delivered primarily in English, with the possibility of clarifications in Arabic when needed.

CERTIFICATE DETAILS – MODULES DESCRIPTION
MODULE 1: E-COMMERCE FOUNDATIONS & SHOPIFY SETUP (3 HOURS)
 
  • Instructor: Dr. Sami Khatib
  • Introduction to e-commerce and online business models
  • Overview of Shopify and its strategic advantages
  • Shopify account setup and dashboard navigation
  • Core elements of e-commerce: products, customers, and transactions
  • Business goal setting and e-commerce business planning
  • Revenue model selection (sales, subscriptions, dropshipping)
  • Managing domains, hosting, and site structure
MODULE 2: BUILDING, MANAGING & OPTIMIZING AN ONLINE STORE (3 HOURS)
 
  • Instructor: Dr. Sami Khatib
  • Creating product pages and category structures
  • Designing intuitive navigation and site architecture
  • Secure payment gateway and shipping integration
  • SEO-driven content strategy for e-commerce
  • Using visuals, descriptions, and reviews to increase conversions
  • Shopify Insights and Analytics for performance tracking
  • Store optimization and customer experience best practices
MODULE 3: ADVANCED CONTENT MARKETING – STRATEGY & PLANNING (3 HOURS)
 
  • Instructor: Dr. Rania Hawi
  • Advanced content marketing concepts and frameworks
  • Developing a structured content marketing plan
  • Creating engaging and high-value digital content
  • Posting strategies and content frequency planning
  • Editorial calendars and social media calendar templates
  • Community management and digital communication techniques
MODULE 4: ADVANCED CONTENT MARKETING – EXECUTION & OPTIMIZATION (3 HOURS)
 
  • Instructor: Dr. Rania Hawi
  • Purpose and strategic value of content marketing
  • Content mapping across the customer journey
  • Aligning content with brand positioning and audience insights
  • Defining objectives, KPIs, and success indicators
  • Buyer persona development and content pillars
  • Budgeting and resource planning for content production
  • Storytelling, tone of voice, and emotional engagement
  • Balancing educational and promotional content
  • Visual and written content best practices
  • Scheduling tools (Meta Business Suite, Buffer, Hootsuite)
MODULE 5: GOOGLE ADS FOUNDATIONS & CAMPAIGN CREATION (3 HOURS)
 
  • Instructor: Dr. Rania Hawi
  • Essentials of PPC and paid search marketing
  • Google Ads ecosystem: Search, Display, YouTube, and Shopping
  • Ad auction system, bidding models, and Quality Score
  • Campaign structure: campaigns, ad groups, and ads
  • Writing high-performing ad copy and selecting formats
  • Keyword research and match types
  • Step-by-step paid search campaign setup
  • Ad extensions for enhanced visibility
  • Linking Google Analytics for tracking
MODULE 6: PPC MANAGEMENT, OPTIMIZATION & ANALYSIS (3 HOURS)
 
  • Instructor: Dr. Rania Hawi
  • Campaign monitoring and bid management
  • Keyword optimization and negative keyword strategy
  • A/B testing for ads and landing pages
  • Using performance metrics: CTR, CPC, CPA, and ROI
  • Google Ads reporting and dashboard analysis
  • Smart bidding and automation strategies
  • Quality Score improvement methods
  • Budget optimization and campaign scaling
  • Conversion tracking and retargeting strategies
MODULE 7: GOOGLE ANALYTICS 4 SETUP & FUNDAMENTALS (3 HOURS)
 
  • Instructor: Dr. Sami Khatib
  • Overview of Google Analytics 4 (GA4)
  • User, event, and engagement tracking principles
  • GA4 property and data stream setup
  • Installing tracking codes via Tag Manager or manual methods
  • Creating audiences and filters
  • Event-based conversion tracking
  • Custom versus automatic events
  • Navigating GA4 reports and real-time analytics
MODULE 8: CAMPAIGN MONITORING & DATA-DRIVEN INSIGHTS (3 HOURS)
 
  • Instructor: Dr. Sami Khatib
  • Tracking campaign traffic from ads, social media, and email
  • Using UTM parameters and campaign tagging
  • Analyzing acquisition, behavior, and conversion paths
  • Selecting and monitoring key digital KPIs
  • Creating dashboards and custom reports
  • Identifying trends and behavioral anomalies
  • Linking GA4 with Google Ads for optimization
  • Presenting insights to improve ROI and campaign performance
CERTIFICATE DURATION AND METHOD OF DELIVERY

Total duration: 24 contact hours
Delivery mode: Fully online
Schedule example: 2–3 sessions per week, 3 hours per session, over a period of 3–4 weeks

TESTING AND CERTIFICATES

Multiple-choice test is included with a 70% passing grade.
Participants will receive a Certificate of Completion.
Results will be communicated as Pass/Fail only.

FACILITATOR SHORT BIO
Dr. Rania Hawi

Dr. Rania Hawi

Dr. Rania Hawi is a digital marketing strategist and academic expert with extensive experience in content marketing, paid advertising, and campaign strategy. She has trained professionals in advanced digital marketing and strategic communication across diverse industries.



Dr. Sami Khatib

Dr. Sami Khatib

Dr. Sami Khatib is a digital marketing and analytics specialist with strong expertise in e-commerce strategy, SEO, and performance tracking. He has worked with organizations to optimize digital platforms and data-driven marketing performance.




Mrs. Rym Dada

Mrs. Rym Dada

Mrs. Rym Dada is a digital media and design expert with extensive experience in UX/UI, multimedia production, and creative digital solutions, supporting brands in achieving strong digital identity and engagement.

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