How long does this certification take?

The programme takes 12 Week and can be completed self-paced or with live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications carry CPD credits and are internationally recognised.

What level is this certification?

This is a Expert / Executive Level certification.

Email info@leadership.co.ke, WhatsApp +254 722 223 084, or fill in the enrolment form on this page.

What is included in the fee?

All study materials, study guide, examination, digital certificate and badge. Live option adds tutor sessions and priority support.

Certified Digital Advertising and Programmatic Expert (CDIG4) | Online Certification

Executive Summary

Certified Digital Advertising and Programmatic Expert

Designed for today’s high-impact professionals, the Certified Digital Advertising and Programmatic Expert (CDIG4) delivers a rigorous Executive-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 12 Week programme is structured around recognised marketing, brand and sales professional standards, ensuring every graduate applies internationally validated methods to real-world challenges.

GLI’s CDIG4 holders are recognised by leading organisations across Africa, the Gulf, Europe and the Americas as qualified, results-driven professionals. Whether you are advancing your current career or transitioning into new responsibilities, this certification provides the competitive edge you need in 2026 and beyond.

Programme Overview

Certification at a Glance

Certification

Certified Digital Advertising and Programmatic Expert

Acronym

CDIG4

Who Should Enrol?

Pricing and Value — applied to your own work
Route to Market — applied to your own work
Selling by Diagnosis — applied to your own work
Customer Journey and Recovery — applied to your own work
Measurement and Responsible Practice — applied to your own work
Segmentation and Proposition — applied to your own work

Programme Inclusions

Everything Included in Your Enrolment

All study materials and study guide
Access to GLI online learning portal
Online examination and assessment
Digital certificate and digital badge
Physical certificate (shipped to you)
CPD credits for professional bodies
GLI alumni network membership
Facilitator and tutor support
Resource downloads and reference library
Automatic enrolment confirmation

Certification Benefits

Why This Certification Matters for Your Career

Career Advancement

Accelerate your career towards senior marketing, sales and commercial leadership roles

Professional Recognition

Credential aligned with recognised marketing, brand and sales professional standards

Operational Excellence

Apply world-class frameworks to improve performance and outcomes

Strategic Thinking

Develop the analytical and strategic skills demanded at the executive level

Compliance Readiness

Master the standards, compliance and ethical governance central to marketing strategy

Global Employability

Qualify for marketing strategy roles across brands, agencies, corporates and growth-stage enterprises worldwide

Competency Framework

Core Competencies You Will Develop

✦Marketing Strategy, Segmentation and Positioning

✦Brand Management and Integrated Communications

✦Sales Process, Pipeline and Account Management

✦Digital Marketing, Content and Campaigns

✦Customer Insight, Analytics and Growth

✦Professional Ethics and Governance

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Digital Advertising and Programmatic Expert

Certified Digital Advertising and Programmatic Expert: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution
Building high-performing sales teams
Customer data and CRM
Market research and intelligence
Data privacy, consent and compliance
Make-versus-buy decisions
Sourcing portfolios (Kraljic)
Global sourcing and trade
Preparing financial statements
Performance and dispute management
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Performance scorecards and reviews

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
Reporting quality and governance
Negotiation and closing
Pipeline and opportunity management
Account planning and whitespace
Budget vs actual and variance
Managing complex accounts
Cost and profitability analysis
Forecasting and planning
Coaching and skill development
Communicating financial results
Territory and quota planning
CRM and sales technology

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation
Performance management in sales
Psychodynamic and psychoanalytic approaches
Attachment and developmental theory
Communication and conflict patterns
Professional roles, boundaries and settings
Ethical principles and codes of practice
Managing boundaries and dual relationships
Peer support and consultation
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Duty of care and risk management
Record-keeping and data protection

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
The sales process and methodology
Client feedback and satisfaction
Evidence-based improvement
Discovery and needs analysis
Consultative and solution selling
Presenting and demonstrating
Sales analytics and metrics
Forecasting and pipeline health
Managing risk and difficult cases
Structural and strategic approaches
Lessons learned and development
Working with conflict and change

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value
Expanding into regional and export markets
Driving effective, ethical outcomes
Designing and facilitating groups
Psychoeducation and workshops
Working with organisations on wellbeing
Family intervention planning
Designing an intervention or programme
Ethical, risk and feasibility considerations
Professional case study and presentation
Evidence-based practice
Risk assessment and safety planning
Treatment planning and review

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline
Service standards, levels and measuring service
Voice of the customer and acting on feedback
Managing complexity and comorbidity
Workplace and organisational contexts

Evidence and Analytics

Market research and customer insight methods
Portfolio of evidence and reflective practice
Livestock records, performance and productivity metrics
Farm management information systems and data platforms
Data-driven decision support and analytics
ETL/ELT and data pipelines
Big data platforms (Spark, Hadoop)
Data architecture and integration
Cloud data platforms
Statistics and exploratory data analysis
Evaluation metrics and monitoring
Health records, data and confidentiality
Analytical techniques and bias
Data visualisation for finance
Decision support and insight

Commercial Finance

Marketing planning and budgeting
Value-based and dynamic pricing
Revenue management and yield
Forecasting revenue and demand
Budget, ROI and feasibility analysis
Pricing strategy
Customer lifetime value and profitability
Carbon markets and climate finance
Negotiation with buyers, suppliers and financiers
Access to finance, grants and investment
Yield, productivity and profitability metrics
Ethics and professional standards in finance
The finance function and digital transformation
Cost concepts, classification and behaviour
Costing methods: absorption, marginal and activity-based

Distribution and Supply

Real estate marketing channels and property portals
Procurement and asset management under donor rules
Water supply systems: sources, treatment and distribution
The retail landscape: formats, channels and the informal market
Change talk and readiness
Goal setting and action planning
Procurement and stock management for health commodities
Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy
Supply analysis, gaps and scenario planning
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models

Communication

Communications strategy and planning
Internal communications
Corporate social responsibility communications
Presentation and public speaking
Professional report and presentation
Metrics and reporting
Voice, communication and delivery
Management reporting and decision support
Board reporting and information flows
Governance of ESG and reporting
Conflict resolution and mediation
Management and board reporting
Safety communication and campaigns
Environmental monitoring and reporting
Communicating risk to the workforce

Leadership and Teams

Front-office and reception management
Relationship management and retention
Leading service teams
Performance management in service
Handling escalations as a leader
Team leadership in customer service
Teller operations, cash handling and vault management
Operational efficiency and channel management
Team leadership in banking operations
Reconciliation and nostro/vostro management
Enterprise risk management in banks
Project management software and tools
Portfolio and resource management systems
Document and configuration management
Programme management principles

Performance and Targets

Retail performance metrics: sales densities, conversion and basket
Project KPIs and performance metrics
Managing schedule and budget performance
Setting objectives and marketing KPIs
Marketing and sales KPIs and dashboards
Dashboards and performance reporting
Capacity and performance management
Setting objectives, indicators and targets
Linking CX to business performance
Service KPIs: CSAT, NPS, CES, SLAs
Coaching for performance
Continuous feedback and performance conversations
Habit change and behaviour design
Policy, planning and objectives
Strategy execution and the balanced scorecard

Capability Development

Supplier development and innovation
Training needs analysis
Continuing professional development
Measuring development impact
The learning and development profession
Feedback and developmental conversations
Career and talent development
Building a coaching culture
Measuring coaching and mentoring impact
Capability and skills frameworks
Leadership and management development
Training and capability building
Development banking and project finance
Message development and testing
Coaching models and frameworks (GROW)

Strategic Context

Measuring growth and transformation impact
Capstone scoping: a real growth or brand challenge
Designing a marketing or sales strategy
Marketing strategy and the mix
Brand strategy, identity and equity
Digital marketing strategy
Data-driven growth
Key account management strategy
Building strategic customer relationships
Competitive and market intelligence
Translating insight into strategy
Learning strategy and business alignment
Real options and strategic investment
Sustainability strategy and materiality
Strategic workforce planning and demand forecasting

Risk and Compliance

Legal and regulatory responsibility
Wellbeing and resilience coaching
Environmental legal compliance
Measuring coaching outcomes
Designing a safety programme or control
Risk assessment methodology and matrices
Dynamic and site-specific risk assessment
Residual risk and ALARP
Risk registers and monitoring
Strengths, flow and engagement
Compliance monitoring and enforcement
Control monitoring and reporting
Audit risk and materiality
Meaning, purpose and values
Corporate governance principles and purpose

Legal and Terms

Contract governance and compliance
Policy administration and customer service in insurance
Insurance regulation and consumer protection
Vendor, venue and supplier contracting for events
Vehicle documentation, compliance and consumer protection
Outcome and process measures
Subcontractor and supplier management
Legal responsibilities and professional bodies
Goal setting and contracting
Advocacy and policy engagement
Contract law and formation
Contract administration and variation
Contract exit and renewal
Employment relationship and the psychological contract
Legal, cost and feasibility analysis

Campaigns and Projects

Building project management maturity
Measuring change and project impact
Sustainability and social impact in projects
Project management maturity assessment
Developing the project business case
Project budgeting and financial control
Financial risk in projects
Realising and measuring project value
Capstone scoping: a real project or programme
Designing the project plan and schedule
Project initiation and chartering
Building project relationships
Scheduling and planning tools
Project data, reporting and analytics
Automation in project delivery

Operations

Principles of credit and the lending process
Automation, RPA and straight-through processing
Process and control documentation
Quality assurance of audit
Competitive bidding processes
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
Evidence-based practice and research literacy
Integration with quality and environment
Quality control and continuous improvement
Integrated risk and quality control
Data quality and governance
Data quality, analysis and reporting

Relationships and Partners

The project environment and stakeholders
Stakeholder and sponsor management
Stakeholder rights and fair treatment
Delivery, quality and stakeholder plan
Stakeholder identification and analysis
Stakeholder engagement strategy
Managing expectations and influence
Influencer and affiliate marketing
Partnering and co-creation with customers
Negotiation with clients and partners
Data, records and confidentiality tech
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Stakeholder engagement plan
Shareholder and stakeholder rights

Ethics and Conduct

Professional ethics and banking conduct
Treating customers fairly and market conduct
Integrity, confidentiality and conflicts
Anti-corruption and financial-crime ethics
Responsible and sustainable banking
Data ethics and customer privacy
Bribery, corruption and conduct risk
Ethics and independence
Ethics in communications
Responsible and sustainable governance
Embedding responsible business
Ethics and professional conduct in security
Corporate responsibility and community
Real estate regulation, licensing and professional conduct
Ethics and treating customers fairly in insurance

International Markets

The agricultural sector: systems, actors and global food value chains
Transfer pricing and international tax
Cross-border data and transfers
Cross-cultural and global inclusion
Global and comparative HR contexts
Global sourcing and international trade
International and cross-border tax
Practice management systems
Traceability, certification and export requirements
Key global frameworks: FAO, GlobalG.A.P., SDGs and national strategies
Agribusiness marketing, branding and export readiness
Export readiness and standards

Change and Adoption

Emerging agri-tech and innovation adoption
Behaviour change and adoption of innovations
Customer experience transformation
Digital and self-service transformation
Measuring CX transformation impact
Digital transformation in banking
Foreign exchange and treasury operations
Technology governance and change control
Foreign exchange and hedging
Change management and adoption
Regulatory change management
Sales and marketing transformation
Soil chemistry, pH and cation exchange capacity
Psychometric and screening tools
Digital and market transformation

People and Incentives

Workforce and shift management in retail
Emerging tools and innovation
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Employee engagement models and drivers
The employee lifecycle and HR value chain
Aligning teams around strategy
Strategic decision-making under uncertainty
Measuring strategic progress
Working with referrers and multidisciplinary teams

Sustainability

Mine water, tailings and environmental management
Integrated and sustainability reporting
Market analysis and environmental scanning
Sustainability and responsible marketing
Communicating with families and carers
Professional writing and reports
Monitoring sustainability outcomes
Policy, institutions and the enabling environment for agriculture
The business case for productivity, quality and sustainability
Monitoring, evaluation and sustainability plan
Housing, welfare and environmental management
Continuous environmental improvement
Sustainability and responsible sourcing
Environmental, social and governance (ESG)
Sustainability reporting and disclosure

Learning and Research

Supervised and unsupervised learning
Deep learning and neural networks
Complaint data and learning
Cognitive load and learning science
Learning cultures and the learning organisation
Blended and hybrid learning design
Motivation and self-directed learning
Research methods for policy
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Psychoeducation and public communication

Markets and Customers

Customer service and experience principles
Customer expectations and satisfaction
The customer experience (CX) discipline
Ethics and fair customer treatment
Service culture and brand promise
Professional ethics in customer service
Customer service and CX strategy
Designing voice-of-customer programmes
Aligning service to brand and business
Sustaining strategic customer focus
Customer and journey analysis
Branding and product differentiation
Customer experience strategy
Customer journey mapping
Voice of the customer programmes

Selling Practice

Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property
Property viewings, offers and negotiation to close
Proposal development and donor reporting
The vehicle sales process from enquiry to delivery
Managing difficult conversations
Management accounts and dashboards
Building trust and engagement
Complaints, accountability and fitness to practise
Accountability and follow-through
Sales forecasting
Negotiation and conflict management
Conflict resolution and negotiation
Sales enablement and coaching

Customer Experience

Customer journey and experience design
Retention, loyalty and lifetime value
Interaction and experience design
Journey management and tracking
Destination, venue and experience products
Customer retention in the vehicle ownership cycle
Service quality and the passenger experience in transport
Customer loyalty and repeat purchase in retail
Leading groups and workshops
Customer success and retention
Customer experience and journey mapping
Complaints, redress and accountability
Prioritising experience investments
Designing a service or experience improvement
Customer loyalty and advocacy

Digital Channels

Marketing technology stack
CRM and marketing automation platforms
E-commerce and marketplace selling
Scaling technologies and business models
Digital advisory, e-extension and mobile services
Traceability, blockchain and digital records
Self-service and digital support
Technology selection and integration
Emerging service technologies
Digital, mobile and internet banking
Digital disruption and the future of banking
Social media management: platforms, communities and algorithms
Telehealth and digital care delivery
Collaboration and teamwork
Ethics of technology in practice

Learning Outcomes

What You Will Achieve

Pricing and Value — applied to your own work
Route to Market — applied to your own work
Selling by Diagnosis — applied to your own work
Customer Journey and Recovery — applied to your own work
Measurement and Responsible Practice — applied to your own work
Segmentation and Proposition — applied to your own work

Enrolment Process

How to Get Certified

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Work through 30 structured modules and 150 lessons at your own pace, with downloadable resources and expert-designed content — all inside the LMS.

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Sit your final examination online, earn your certificate instantly, and receive a globally verifiable Certificate ID — plus GLI Alumni Network access.

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Frequently Asked Questions

Common Questions

What is the CDIG4 certification?

The Certified Digital Advertising and Programmatic Expert (CDIG4) is a Executive-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the CDIG4?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the CDIG4 certification take to complete?

The programme is structured over 12 Week and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the CDIG4 internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the CDIG4 certification?

The Certified Digital Advertising and Programmatic Expert is offered in two formats: Self-Paced at USD 399 and Live Virtual at USD 599. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CDIG4 certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the CDIG4?

The Certified Digital Advertising and Programmatic Expert is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the CDIG4?

The Certified Digital Advertising and Programmatic Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CDIG4 while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the CDIG4?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CDIG4 strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Certified Digital Advertising and Programmatic Expert

Certified Digital Advertising and Programmatic Expert

Certification at a Glance

Who Should Enrol?

Everything Included in Your Enrolment

Why This Certification Matters for Your Career

Core Competencies You Will Develop

Programme Modules

What You Will Achieve

How to Get Certified

Common Questions

What Our Alumni Say

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