What is the Certified Digital Marketing Professional?

The Certified Digital Marketing Professional is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Sales & Marketing.

How long does this certification take?

The programme takes 10 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 Intermediate 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 Marketing Professional (CDIG3) | Online Certification

Executive Summary

Certified Digital Marketing Professional

Designed for today’s high-impact professionals, the Certified Digital Marketing Professional (CDIG3) delivers a rigorous Intermediate-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 10 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 CDIG3 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 Marketing Professional

Acronym

CDIG3

Who Should Enrol?

Audiences and Segmentation — applied to your own work
Attribution and Holdouts — applied to your own work
Proposition in a Crowded Channel — applied to your own work
Conversion, Retention and Value — applied to your own work
Channel Economics — applied to your own work
Responsible Digital Claims — 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 Marketing Professional

Certified Digital Marketing Professional: 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

Audiences and Segmentation

Segmentation, targeting and the useful segment
Marketing measurement and attribution
Value proposition and differentiation
Analytical techniques and bias
Performance scorecards and reviews
Preparing financial statements
Financial reporting frameworks (IFRS/GAAP)
Communication and conflict patterns
Interpreting financial statements
Management accounts and dashboards
Budget vs actual and variance
Cost and profitability analysis
Forecasting and planning
Data visualisation for finance
Decision support and insight

Attribution and Holdouts

Marketing measurement and attribution
Segmentation, targeting and the useful segment
Customer retention, loyalty and lifetime value
Global sourcing and trade
Psychodynamic and psychoanalytic approaches
Performance and dispute management
Attachment and developmental theory
Professional roles, boundaries and settings
Managing boundaries and dual relationships
Structural and strategic approaches
Peer support and consultation
Working with conflict and change
Duty of care and risk management
Record-keeping and data protection
Client feedback and satisfaction

Proposition in a Crowded Channel

Value proposition and differentiation
Brand, reputation and communications
Pricing, price architecture and discounting
Territory and quota planning
CRM and sales technology
Sales analytics and metrics
Forecasting and pipeline health
Performance management in sales
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)
Evidence-based improvement

Conversion, Retention and Value

Customer retention, loyalty and lifetime value
Marketing measurement and attribution
Customer journey mapping and service design
Managing risk and difficult cases
Lessons learned and development
Designing and facilitating groups
Psychoeducation and workshops
Working with organisations on wellbeing
Designing an intervention or programme
Ethical, risk and feasibility considerations
Professional case study and presentation
Risk assessment and safety planning
Treatment planning and review
Route to market and channel design
The sales pipeline and forecasting discipline

Channel Economics

Route to market and channel design
Pricing, price architecture and discounting
Marketing measurement and attribution
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
Expanding into regional and export markets
The sales process and methodology
Managing complexity and comorbidity
Workplace and organisational contexts
Discovery and needs analysis
Consultative and solution selling

Responsible Digital Claims

Commercial ethics and responsible selling
Brand, reputation and communications
Marketing measurement and attribution
Change talk and readiness
Managing complex accounts
Goal setting and action planning
Habit change and behaviour design
Coaching and skill development
Accountability and follow-through
Family intervention planning
Consultative selling and understanding the buyer
Complaint handling and service recovery
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics

Evidence and Analytics

Evidence-based practice
Evidence-based practice and research literacy
Psychometric and screening tools
Discovery interviews and evidence gathering
Wellbeing and resilience coaching
Measuring coaching outcomes
Strengths, flow and engagement
Project KPIs and performance metrics
Quality and delivery metrics
Agile metrics and velocity
Project data, reporting and analytics
Service analytics and dashboards
Text and interaction analytics
Data privacy and consent
Influencing and presenting insights

Commercial Finance

Communicating financial results
Pricing, value articulation and professional fees
Cost-benefit and investment appraisal
Project budgeting and financial control
Funding, cash flow and financing
Financial risk in projects
Cost estimation and budgeting
Time and cost control
Managing schedule and budget performance
Marketing planning and budgeting
Value-based and dynamic pricing
Access to finance, grants and investment
Yield, productivity and profitability metrics
Financial and technical feasibility analysis
Meaning, purpose and values

Distribution and Supply

Touchpoint and channel design
Operational efficiency and channel management
Banking products, services and delivery channels
Supply market analysis
Supply analysis, gaps and scenario planning
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Public versus private procurement
Supply markets and the enabling environment
Outcome and process measures
Data, records and confidentiality tech
Procurement and stock management for health commodities
Conflicts of interest and procurement ethics

Communication

Presenting and demonstrating
Executive communication and presence
Cross-cultural communication
Sustainability reporting and disclosure
Risk registers and reporting
Proposal development and donor reporting
The media and telecommunications landscape
The media business: audiences, advertising and subscription
Media planning and buying
Social media management: platforms, communities and algorithms
Measurement and analytics for media and social campaigns
Reporting to leadership
Media and public communication
Facilitation, training and public presentation skills
Communicating technical information to diverse audiences

Leadership and Teams

Pipeline and opportunity management
Key account management and account planning
Security governance and management systems
Key account management
Journey management and tracking
Property management and facility operations
Programme cycle management in NGOs
Grant compliance and restricted funding management
NGO financial management and budget-versus-actual discipline
Procurement and asset management under donor rules
Reinsurance and capacity management
Team development and effectiveness
Practice management systems
Coaching and developing team members
Managing virtual and cross-cultural teams

Performance and Targets

High-performance team rituals and cadence
Contract performance and exit
Retail performance metrics: sales densities, conversion and basket
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
Performance management in service
Policy, planning and objectives
Strategy execution and the balanced scorecard
Managing team performance and dynamics
Coaching for performance

Capability Development

Message development and testing
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
Project management plan development
Schedule development and optimisation
Sales enablement and coaching
Quality monitoring and coaching

Strategic Context

Financial inclusion strategy
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Learning strategy and business alignment
Real options and strategic investment
Sustainability strategy and materiality
Strategic workforce planning and demand forecasting
Reward strategy and total reward frameworks
Wellbeing and holistic health strategy
Vision, mission and strategic intent
Competitive strategy and positioning
Business model design and innovation
Emerging tools and innovation
Managing growth, risk and resilience
Working with referrers and multidisciplinary teams
Customer service and CX strategy

Risk and Compliance

Risk assessment methodology and matrices
Dynamic and site-specific risk assessment
Residual risk and ALARP
Risk registers and monitoring
Communicating risk to the workforce
Communicating with families and carers
Compliance monitoring and enforcement
Professional writing and reports
Contract types and risk allocation
Contract governance and compliance
Environmental, social and governance (ESG)
Ground control and strata management
Psychoeducation and public communication
Regulation, ethics and misinformation in media and telecoms
Reporting quality and governance

Legal and Terms

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
Managing difficult conversations
Subcontractor and supplier management
Legal responsibilities and professional bodies
Goal setting and contracting
Advocacy and policy engagement
Contract law and formation
Contract exit and renewal
Employment relationship and the psychological contract
Legal and regulatory responsibility
Environmental legal compliance
Legal, cost and feasibility analysis

Campaigns and Projects

Account planning and whitespace
Project management standards (PMI, PRINCE2)
The project environment and stakeholders
Project roles and the project manager
Project governance and assurance
Project governance frameworks
Compliance and regulatory projects
Leading project governance
Change and adoption in projects
Agile and digital transformation projects
Building project management maturity
Web, campaign and funnel analytics
Leading campaigns and sales projects
Team leadership in field and project settings
Leading groups and workshops

Operations

Quality control and continuous improvement
Integrated risk and quality control
Data quality and governance
Traceability, recall and quality assurance systems
Quality management systems and audits
Innovation in service delivery
Journey and process redesign
Customer-centric operating models
Operational efficiency and productivity
Reconciliation and end-of-day processes
Operating-model and process re-engineering
Mineral processing and beneficiation
Quality management on site: inspections, hold points and defects
Healthcare quality, safety and accreditation
Collaboration and teamwork

Relationships and Partners

Building strategic customer relationships
Partnering and co-creation with customers
Negotiation with clients and partners
Writing advisory reports that drive decisions
Partnership building and multi-stakeholder platforms
Relationship management and retention
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking
Negotiation and influencing
Relationship management and cross-selling
Wealth, SME and corporate relationships
Stakeholder communications
Stakeholder mapping and engagement
Stakeholders and users of financial information

Ethics and Conduct

Corporate responsibility and community
Real estate regulation, licensing and professional conduct
Ethics and treating customers fairly in insurance
Ethical principles and codes of practice
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Driving effective, ethical outcomes
Ethics of technology in practice
Building trust and engagement
The consulting mindset and trusted advisor positioning
Ethics and independence in advisory relationships
Brand safety and responsible marketing
Sustainability and responsible marketing
Projects, programmes and portfolios
Business case and strategic alignment

International Markets

Export readiness and standards
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
Stakeholder and sponsor management
Traceability, certification and export requirements
Key global frameworks: FAO, GlobalG.A.P., SDGs and national strategies
Grades, standards and export certification (GlobalG.A.P.)
Agribusiness marketing, branding and export readiness

Change and Adoption

Sales and marketing transformation
Measuring growth and transformation impact
Soil chemistry, pH and cation exchange capacity
Reporting to boards and executives
Digital and market transformation
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
The finance function and digital transformation
Regulatory change management
Large-scale transformation and agile ways of working
Managing organisational politics

People and Incentives

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
Workforce and shift management in retail
Change control and configuration
Employee relations, discipline and fair process
Employee engagement and what actually drives it
Innovation culture, incentives and psychological safety
Workforce planning and the capability gap

Sustainability

Continuous environmental improvement
Integration with quality and environment
Sustainability and responsible sourcing
Embedding sustainability in sourcing
Mine water, tailings and environmental management
Integrated and sustainability reporting
Sustainability and social impact in projects
Market analysis and environmental scanning
Organisational change management
Innovation and continuous delivery
Monitoring sustainability outcomes
Environmental management systems (ISO 14001)
Sustainability and climate responsibility
Environmental monitoring and reporting
Policy, institutions and the enabling environment for agriculture

Learning and Research

Managing resistance and readiness
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
Knowledge management and capability building
Learning transfer and capability building
Minimum viable offer and validated learning
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Scaling delivery capability

Markets and Customers

Market linkages and aggregation
Demand analysis and market intelligence
Branding and product differentiation
Customer service and experience principles
Customer expectations and satisfaction
The customer experience (CX) discipline
Service culture and brand promise
Aligning service to brand and business
Customer and journey analysis
Customer journey mapping
Reducing customer effort
Team leadership in customer service
Customer onboarding and lifecycle
Customer and community engagement
Treating customers fairly and market conduct

Selling Practice

Negotiation and closing
Negotiation and closing commercial deals
E-commerce and marketplace selling
Sponsorship and negotiation selling
Team leadership in sales and marketing
Negotiation with buyers, suppliers and financiers
Farm records, bookkeeping and management accounting
Business planning and bankable proposal development
Complaints, redress and accountability
Regulatory duty and accountability
Advisory and needs-based selling
Negotiation and conflict management
Conflict resolution and negotiation
Marketing and sales ethics
Funnel, pipeline and conversion metrics

Customer Experience

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
Sustaining benefits and change
Complaints, accountability and fitness to practise
Customer success and retention
Customer experience and journey mapping
Prioritising experience investments
Designing a service or experience improvement
Customer service technology stack
Customer loyalty and advocacy
Retention, loyalty and lifetime value
Interaction and experience design

Digital Channels

Automation and safety technology
Measuring change and project impact
Digital tax administration
Bancassurance and digital insurance models
Telehealth and digital care delivery
Professional ethics and responsibility (PMI)
Health, safety and compliance in delivery
Automation in project delivery
Emerging project technologies
Digital and data-driven go-to-market
Digital marketing strategy
Digital ethics and responsible AI
Stakeholder rights and fair treatment
Digital permits and inspections
Email and marketing automation

Learning Outcomes

What You Will Achieve

Audiences and Segmentation — applied to your own work
Attribution and Holdouts — applied to your own work
Proposition in a Crowded Channel — applied to your own work
Conversion, Retention and Value — applied to your own work
Channel Economics — applied to your own work
Responsible Digital Claims — applied to your own work

Enrolment Process

How to Get Certified

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Step 3: Study in the GLI Learning Portal

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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Step 4: Pass, Get Certified & Verified

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 CDIG3 certification?

The Certified Digital Marketing Professional (CDIG3) is a Intermediate-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 CDIG3?

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 CDIG3 certification take to complete?

The programme is structured over 10 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 CDIG3 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 CDIG3 certification?

The Certified Digital Marketing Professional 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 CDIG3 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 CDIG3?

The Certified Digital Marketing Professional 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 CDIG3?

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

Can I study the CDIG3 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 CDIG3?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CDIG3 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 Marketing Professional

Certified Digital Marketing Professional

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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