Marketing budgets are shifting toward digital channels because they can be targeted and measured, yet many organisations spend on posts and advertisements without a clear brand message or any idea what the activity returns. In East Africa, mobile-first audiences, strong messaging and social platforms and growing mobile payments create real opportunity, along with a crowded and noisy market.

This course follows the order in which good campaigns are made. Participants start with brand strategy and audience insight, then set goals and choose channels. They move through content creation, search visibility, social publishing, paid campaigns and email, and finish with measurement, optimisation and governance. Brand consistency is a thread throughout: tone of voice, visual identity, response standards and crisis handling across every touchpoint.

Sessions are laboratory-style, using live accounts or practice pages so that participants experience each platform's interface rather than just seeing slides. Each person works on a real or realistic brand from their own organisation and assembles a campaign plan as the week unfolds. Feedback from facilitators and peers sharpens the proposition, the content ideas and the budget logic before the final presentation.

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

• Define brand positioning, personas and customer journeys for a digital audience.
• Set campaign objectives and key performance indicators that link to business goals.
• Produce a content strategy and a calendar across social, web and email channels.
• Apply search engine optimisation basics to improve organic visibility.
• Set up and manage paid campaigns on Google and Meta platforms within a budget.
• Use Google Analytics 4 and platform insights to measure and improve performance.
• Manage brand reputation, community engagement and negative feedback online.

The course serves people who plan, run or commission online marketing, including:

• Marketing and brand managers
• Digital marketing and social media officers
• Communications and public relations officers
• Business owners and entrepreneurs marketing their own ventures
• E-commerce and sales managers
• Fundraising and outreach officers in NGOs
• Agency account executives and freelancers
• Bank, telecom and hospitality marketing teams

Participants leave the course with:

• A 90-day digital campaign plan with objectives, channels and budget.
• A brand positioning statement and tone of voice guide.
• A content calendar and creative brief ready for a design team.
• A keyword list and on-page optimisation checklist.
• A configured sample advertising campaign structure.
• A reporting dashboard layout that managers can understand at a glance.

The week is organised as a working studio rather than a lecture series. Participants engage through:

• Live platform walkthroughs on practice accounts
• A personal brand project developed day by day into a campaign plan
• Creative critique sessions on posts, advertisements and landing pages
• Short analysis tasks on anonymised campaign performance data
• A closing pitch to a panel acting as the marketing committee

Participants who complete the studio exercises and attend all five days receive a CPD-accredited Certificate of Completion issued by Vision Reach Global Consultancy.