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EXPO Katowice S.A.

Digital marketing – tools of modern marketing


Digital marketing – tools of modern marketing

Digital marketing training is a comprehensive approach to online promotion, focusing on the most important areas of e-marketing. Over four days, participants will learn the ins and outs of content marketing, SEO, social media and paid advertising campaigns on the most popular platforms. They will also cover digital marketing strategy, supporting tools and analytics to measure and optimize their efforts. This is essential knowledge for anyone who wants to effectively promote a brand online.

Target group

Digital marketing training is aimed at:

  1. Individuals who are new to online marketing and want to expand and update their knowledge in this field.
  2. Business owners and entrepreneurs who want to promote their products or services more effectively online.
  3. Marketing professionals from traditional areas who want to understand the specifics of promotion in the online environment.
  4. Marketing managers and team leaders who want to adapt their strategies to the latest trends in digital marketing.
  5. Anyone who wants to effectively use e-marketing tools and techniques in business practice.

Training methods

The teaching methods for this training will be varied to provide participants with an in-depth understanding of digital marketing across different platforms. Each module begins with a theoretical presentation that introduces key concepts and strategies, both in the context of individual tools and online marketing more broadly. Then, after selected theoretical blocks, participants will have the opportunity to put their acquired knowledge into practice through various exercises and workshop tasks designed to consolidate the material and develop analytical and strategic skills. The training will also include question and answer sessions, where participants will be able to ask questions and clear up any doubts, which will further enrich their understanding of the subject.

Training program

8:00 – 10:00 Introduction to digital marketing

  • Basic concepts and terms in digital marketing
  • Brand archetypes (theory + exercises)
  • Marketing persona (theory + exercises)

10:00 – 10:15 Coffee break

10:15 – 11:30 Introduction to digital marketing cont.

  • Corporate identity
  • Website
  • E-mail marketing

11:30 – 12:30 Content marketing

  • Content marketing concepts and strategies
  • Content types and content formats

12:30 – 13:15 Lunch break

13:15 – 14:45 Content marketing cd

  • Developing a content marketing strategy (exercise)

14:45 – 15:00 Coffee break

15:00 – 16:00 SEO (Search Engine Optimization)

  • Key elements of SEO
  • Keywords and creating an SEO strategy (theory + exercise)
  • Site optimization
  • Analysis of the effectiveness of SEO activities

8:00 – 10:00 Social Media Marketing

  • Key social media platforms:
    • Facebook,
    • Instagram
    • Youtube

10:00 – 10:15 Coffee break

10:15 – 12:30 Social Media Marketing

  • Key social media platforms:
    • Linkedin
  • Optimizing the organization’s profiles on social media channels
  • Creating communities and engaging audiences on social media
  • Creating a social media strategy (exercises)

12:30 – 13:15 Lunch break

13:15 – 15:15 Digital Marketing Strategy

  • The process of creating a digital marketing strategy
  • Defining strategy objectives and KPIs
  • Implementation of the strategy

15:15 – 15:30 Coffee Break

15:30 – 16:00 Useful tools for digital marketing

8:00 – 10:00 Facebook Ads

  • Key elements of a Facebook Ads campaign
  • Creating and optimizing ad campaigns

10:00 – 10:15 Coffee break

10:15 – 11:30 Facebook Ads cont.

  • Analytical tools to support targeting and target group research
  • Exercises

11:30 – 12:30 Instagram Ads

  • Key elements of an Instagram Ads campaign
  • Creating and optimizing ad campaigns
  • Targeting and creating target groups

12:30 – 13:15 Lunch break

13:15 – 14:30 Instagram Ads

  • Targeting and creating target groups
  • Exercises

14:30 – 14:45 Coffee Break

14:45 – 16:00 YouTube and Display Advertising

  • Key elements of a display and video campaign
  • Creating and managing a channel on Youtube
  • Google Display Network and Youtube Ads formats
  • Creating display and video campaigns
  • Targeting in display and video campaigns
  • Optimization and effectiveness of display/video campaigns

8:00 – 10:00 Paid Search (PPC) and Google Ads

  • Key elements of Paid Search
  • Creating search campaigns in Google Ads (theory + exercises)

10:15 – 10:30 Coffee Break

10:30 – 12:30 Paid Search (PPC) and Google Ads

  • Managing and optimizing search campaigns in Google Ads
  • Analysis of campaign effectiveness in Google Ads

12:30 – 13:15 Lunch Break

13:15 – 14:45 Analytics with Google Analytics

  • Web analytics basics
  • Creating and setting up a Google Analytics account
  • Setting up goals in Google Analytics

14:45 – 15:00 Coffee Break

15:00 – 16:00 Analytics with Google Analytics

  • Monitoring campaigns in GA
  • Overview of reports

Benefits of training

You will gain practical knowledge that will allow you to more effectively implement digital marketing strategies in your business or project. You will learn:


After the training, participants will receive a certificate of participation, as well as training materials and additional worksheets.


Karolina Kord

Karolina Kord

She has 12 years of experience in marketing and PR. She has worked with renowned Polish investment companies and represented clients from many industries, including IT, HoReCa, automotive or heavy industry. She has been running her own PR agency since 2019, which focuses on 360 marketing. She specialises in the areas of public relations, events, communication strategy and digital and content marketing.

Trainings EXPO Katowice S.A.

Individual training

If you have not found a training course in our offer that perfectly suits your company’s needs, we encourage you to contact us. We will create a personalised offer for you, taking into account the specific needs and preferences of your company.