Digital Marketing & Growth Strategy
Performance marketing, brand building, and AI-powered customer acquisition.
The executive challenge
The problem this program solves
The digital marketing initiative reports activity — dashboards shipped, models trained, workshops held — while the P&L cannot name a single decision it changed. Institutions that cannot show return eventually cut the capability — and then pay consultants to rebuild what they dismantled. You leave with the frameworks to commission work on digital marketing, interrogate its outputs and govern it with the discipline applied to any other capital allocation.
Context
Why this matters now
Capability
What you will be able to do
- Evaluate where digital marketing creates economic value across the organisation — and where it reliably does not.
- Read digital marketing evidence — dashboards, model outputs, vendor claims — and know exactly what to trust.
- Construct a digital marketing roadmap sequenced by value, feasibility and risk.
- Defend a digital marketing investment case before a board that has been disappointed before.
The IPAT Course Standard
The five-day journey
Each day is a deliberate progression in managerial capability — from strategic context, to analytical frameworks, to applied practice, to executive judgement under pressure, to a capstone that produces something your organisation keeps.
IPAT Signature Case™
The Digital Marketing Model Nobody Can Explain
A a multinational insurer deployed a digital marketing model into daily operations. It performs — until a customer dispute, a journalist and the regulator arrive in the same week, and no one can reconstruct why the model decided what it decided.
Your decision: Pause the model pending an explainability rebuild, defend it as deployed, or restrict it to advisory use — each response signals something different to the regulator, the market and your own staff.
IPAT Data Lab™
Three functions at a multinational insurer report three different truths about the same digital marketing question.
Dataset: Synthetic multi-source digital marketing dataset — finance, operations and customer tables that disagree.
Your task: Reconcile the sources, build the single defensible view, and decide which dashboard the executive committee keeps.
A reconciled digital marketing decision view and the data architecture behind it.
Data → Analysis → Decision, not Data → Code → Certificate
Day 5 · The Capstone
What will you change when you return to work?
Build a twelve-month analytical and AI roadmap for your organisation: the value case, the data foundations, the governance, and the first 90 days.
Methodology
Frameworks you will master
- • IPAT Data-to-Decision Framework™
- • IPAT Executive Capability Model™
- • Value-versus-feasibility portfolio analysis
- • CRISP-DM analytical lifecycle
- • Model risk management principles (SR 11-7 adapted)
Cohorts
Upcoming cohorts
New dates are being scheduled
Register with your preferred start date and our admissions team will match you to the next available cohort — or contact us to arrange an in-house delivery for your organisation.
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