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Martech Fundamentals Program

Course Code: CDM-0016


  •   Access to course content
  •   No access to labs
  •   Certificate not included


  •   Access to course content
  •   Access to all course labs
  •   Blockchain Enabled Certificate and Badges


A 2-day expert-led, live online class, you will be exposed to basic Marketing Technology (MarTech) concepts, what it can solve in a business, and how to create a basic MarTech stack that could fulfill business needs.


  • Identify the problem and objectives, which can be addressed by MarTech.
  • List tools in their existing martech stack* by applying the three key stack elements of MarTech namely: campaign execution, audience management, and data analytics and performance.
  • Create use cases based on stakeholders' needs and functional requirements.
  • Recommend technologies that could fulfill business needs based on the components of a martech stack.


By the end of the program, the participants will be able to create a basic MarTech stack based on three stack elements: campaign execution, audience management, and data and analytics performance.


Marketing professionals who want are leading or who want to spearhead marketing automation, data, and technology projects for their organization.


  • DAY 1 | MarTech Fundamentals Part I
    • Introduction to MarTech
      • Definition of MarTech
      • Definition of a MarTech Stack
      • Why is MarTech Important?
    • Business Problems MarTech Can Solve
      • Advertising and Promotions
      • Commerce and Sales
      • Content and Experience
      • Data
      • Management
      • Social and Relationships
      • Email Marketing
      • Paid and Organic Search
      • Measurability
      • Multi-channel Automation
      • Personalisation
      • Sales Enablement and Loads
    • MarTech Objective Setting
    • Three-Stack Elements of MarTech
      • Audience Management
      • Campaign Execution
      • Data Analytics and Performance
    • Components of MarTech
      • Audience Management
      • Campaign Execution
      • Data Analytics and Performance
    • MarTech Stack Examples
      • For Small-Medium Enterprises (SMEs)
      • For Corporations
    • Taking Stock of Your Current MarTech Stack
  • DAY 2 | MarTech Fundamentals Part II
    • What is a Use Case?
      • Definition of a Use Case
      • Elements of a Use Casek
    • How to Write a MarTech Use Case
    • Examples of MarTech Use Cases
    • Designing the MarTech Stack
      • How to Evaluate Technologies


Get Immersed Online
Unlike your regular recorded webinar and online class, the Online MarTech Fundamentals Program  is an expert-led, live online class using a learning platform that connects our Students with our Subject Matter Experts (SMEs). Wherever you are, get involved and connected with your SMEs and other learners, go through the lectures, ask questions, and interact on class activities. CDM Facilitators will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A and other challenges.

Collaborative Learning
We have designed the program into bite-sized lectures with in-between individual and group breakout sessions. In your breakout sessions, you will be tasked to interact, share and solve real digital marketing problems so you can sharpen your digital marketing and strategic skills. Learn with your teams through virtual meeting rooms, work-through activities, and earn points! A good mix of learning tools and apps will be used including: GoToWebinar, Zoom, Kahoot, Mentimeter, Google Hangouts, and Google Slides, to name a few.

Never stop learning
Get more content in between sessions through our Student Learning Portal. These will help you learn in your own time and will forever be accessible.

1. Student Learning Portal
Once enrolled, log in to your Student Learning Portal account. Gain lifetime access to your supplementary learning materials, which include program presentations, readings, videos, case studies, etc.

2. Expert-led, Live Online Class
Wherever you are, tune-in to your scheduled live online lecture and discussion with SMEs. Through an online learning platform, be involved in real-time lectures, engage with peer students, and ask questions.

3. Interactive Breakout Sessions
In-between the live lectures, you will work on interactive breakout sessions for a collaborative and enhanced social learning experience with your fellow learners! This is aided by virtual meeting rooms & workspaces.

4. Facilitated Online Learning
Throughout your online learning journey, there will be CDM Facilitators present to guide and assist you in your learning. They are available to make sure that all students are engaged, moderated, and supported for the best student experience.

5. Official Digital CDM Certification
At the end of your online classes, you will receive a Certificate of Participation.


Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders. CDM boasts a 200+ SMEs network of partners who provide ongoing feedback on program design and syllabus, the latest best practices, case studies and digital trends.


2022 DATES

  • SCHEDULE A: August 27 & September 3, 2022, 9:30AM-6:30PM

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