Classes start: June 12

Web Marketing Manager Course

To embark on a career as a Web Marketing Manager it is essential to have specific and up-to-date training on Web Marketing and proven and demonstrable experience in the field.

It is precisely for this reason that Digital Coach has developed a highly qualifying training offer, supported by a practical-operational activity that will allow you to immediately put into practice what you learn from the lessons, have a portfolio of work and a recognised certification.

Who is the Web Marketing Manager?

The Web Marketing Manager creates, manages and coordinates the activities of a web marketing project of the company or projects entrusted to him in a Web Agency. Let’s try to summarise what the Web Marketing Manager does and therefore the Job Description of the Web Marketing Manager in the table below:



Commissions and monitors SEM activities of Keyword Advertising in particular through Google.

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Inbound Marketing

Defines inbound marketing strategies aimed at attracting traffic and converting it into enquiries and new customers.

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Mobile Marketing

Designs Mobile Marketing strategies and decides what actions to implement for traffic from Smartphones and Tablets.



Monitors all the main performance indicators thanks to the Analytics tools he manages.


User Experience

He designs integrated strategies capable of maximising the revenues generated through search engines, inbound marketing and online advertising activities. More specifically, he decides the architecture of the website, commissioning its realisation and implementations, which he defines thanks to User Experience analyses.

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Content Marketing

He supervises SEO activities or organic positioning on search engines, thanks to a Content Marketing strategy defined by him.

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Display advertising

Plans Online Display Advertising campaigns realised through Banners and Videos.

What do recruiters specialising in Web Marketing Management look for?

Recruiters specialising in Web Marketing Management

do not give weight to trivial ‘Attendance Certificates’ from courses of training organisations not specialised in digital or perhaps from online courses not even really attended

– they prefer ‘certificates of competence‘ obtained only after passing an exam. For the search and selection of truly qualified and high-profile people



the few Professional Training Schools highly specialised in Digital and their opinion of them is based on the specialisation and seriousness of the exams they hold before certifying aspiring Web Marketers.


the same to show him/her online pages of companies, projects and activities carried out by him/her in the past in order to be able to assess his/her real digital skills and competences, demonstrable through projects that really exist and can be demonstrated online


only what you are able to prove you have done and not so much what you say you know how to do.
Because in the digital world, everything is online and therefore really demonstrable through completed projects or activities.

Companies expect a good candidate for a Web Marketing Manager position to have had work experience in at least 3 of the main sub-areas that he or she will have to coordinate. It turns out that the best guarantee that a Web Marketing professional knows how to define effective strategies and coordinate human and technical resources is that he or she has had professional experience as a specialist in these same areas. In fact, experience in the field is the most powerful tool for learning by doing. On average it takes 4 to 6 years minimum to be able to change at least 3 jobs with 3 different job positions in the Web Marketing area.


How to become a Web Marketing Manager?

To become a Web Marketing Manager, you definitely need:

1)The right Web Marketing Manager training

2) Previous work experience as a Web Marketing Manager in the different areas that as a Web Marketing Manager you will have to coordinate

3) “Proof” that makes you credible as a candidate in the skills and work experience you claim: Certifications from professional schools that are highly recognised by the corporate market, a portfolio of projects and activities carried out that is verifiable.

Modalities and Attendance of the Web Marketing Manager Certification Course

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259 hours of training

259 hours of live training divided into 15 training modules + 168 hours of Work Experience + final exam to obtain the Web Marketing Manager Certification.


Study when you want

You can choose the attendance mode that suits you best! You can follow the lessons in streaming or use the on-demand video lessons when it is most convenient for you.

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Real practice

In addition to the theoretical lessons, you will have the opportunity to take part in THREE WORK EXPERIENCES, i.e. 12 months of real practice, 4 months each (for 3 cycles in job rotation) where you will measure yourself with operational work and put into practice what you have learnt during the course.


Examination and Certification

By taking a final exam you will be able to test your level of preparation and obtain the Certification of Competence and Attendance.

The Web Marketing Manager Course offers you the opportunity to choose how, when and in which mode you attend. This gives you the opportunity to study under the best possible conditions according to your personal needs.

The mode of attendance can be:

  • Live, streaming
  • On demand.

The course consists of 259 hours of lessons divided into 15 training modules and 3 cycles of exercises (to be carried out over approximately 4 months each) that allow the lessons learnt to be put into practice on real work cases.

At the end of the course there is a final examination that allows certification to be issued confirming the skills acquired during the course. In addition to the certification of competence, a certificate is also issued showing the % of actual attendance and the exam pass mark.

Don’t miss the opportunity to train with Digital Coach

The Web Marketing Manager Course is composed of Training + Practicum with Job Rotations + Certification (skills and professional experience).

You can follow the lessons in the mode most convenient for you: streaming from home or on demand whenever you want.

259 hours of lessons, 3 real internship cycles and final certification to be prepared for the world of digital work!

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Advantages of the Web Marketing Manager Course

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Training with an INTERNATIONAL slant.

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Orientation interview and entrance test available ONLINE.


Work, practice, study: all in CONTEMPORARY.


3 WORK EXPERIENCES: 3 cycles of 4 months in job rotation to increase your experience

Real practice – Work Experience


Months of practice

ONLINE participants





The Work Experience is the flagship of the Digital-Coach training experience.

4 months of operational practice in one of the 12 different Work Experience teams, under the supervision of established professionals in the sector, will offer students the opportunity to measure themselves against real Digital Marketing cases and field test the lessons learnt during the Certification.

The Work Experience is a unique opportunity to enhance your operational skills in digital marketing. If your chosen training course provides for it, you can follow one to four work experiences to supplement your course of study. Discover all the Digital Coach wex teams!

Who the Work Experience is aimed at:

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Young recent graduates
eager to specialise in one of the most in-demand digital professions, thanks to a credible certification.

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who wish to update themselves on the new digital professions in order to innovate their company.

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who want to specialise in digital and focus on the web for their future.

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who wish to acquire web and social skills to use in the performance of their duties.

The Work Experience TEAMS:

content marketing

Content Marketing Team

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Visual & UX Team

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Inbound Marketing Team

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Web Analytics Team

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Social Media Team

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Seo Copy Team

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SEO Optimizer Team

digital pr

Digital PR Team

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E-commerce Team

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Facebook Marketing Team

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Digital Storytelling Team

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Affiliate Marketing Team

Web Marketing Manager Certification Course Program

Web area modules

DIGITAL STRATEGY online & offline integration: overview of all the main online marketing channels, peculiarities and differences between them. From SEO to email marketing, through social media to mobile, we will try to understand what criteria should guide us in choosing the optimal mix for different types of companies and businesses. We will then discover channel integration strategies aimed at maximising the contribution of each channel in the cycle that starts with traffic generation and must lead to conversion into sales, while also considering offline aspects.


WEB ANALYTICS BASIC: we will teach how to use software, primarily Google Analytics, useful for acquiring business intelligence information on the needs, behaviour, tastes and preferences of one’s audience. The collection and interpretation of data will then be used to implement consequent web marketing actions, the results of which will be measured and interpreted again for further changes in communication strategy. Other tools will include A/B testing tools, heat maps, webmaster tools and more.

SEM & DISPLAY ADVERTISING convert the traffic generated on your site: this module teaches how to use various PPC (Pay Per Click) type tools with which to implement targeted strategies in terms of location, days, times as well as interests, age and gender of the users. These include Google Ads and its Keyword advertising and Display Advertising (banner) functions.

E-MAIL MARKETING: DEM (Direct Email marketing) is a historically outdated tool but still extremely effective in stimulating actions that often lead to online sales. We will look at all the technological, communicative and copywriting expedients in order to clearly improve the performance of this tool.


SEO (Search Engine Optimisation): activities aimed at optimising your presence on search engines in order to generate traffic from users interested in your products and services. SEO is a historical discipline that has undergone, and continues to undergo, radical changes in recent years, becoming the most holistic of web marketing disciplines.

MOBILE MARKETING: we will discover how through Smartphones and Tablets it is now possible to reach one’s audience and create integrated strategies with other media. We will understand how to design Mobile Apps, mobile advertising campaigns, SMS marketing, mobile Couponing.

INBOUND MARKETING & LEAD GENERATION: through this emerging discipline we will define the sequence of optimal actions (Funnels) to be taken by visitors to your website in order to maximise the likelihood that they will convert into customers. We will understand how to attribute to each medium (SEO, SEM, email, social…) the correct role in the right phase of the conversion process.

E-COMMERCE STRATEGIES & MANAGEMENT: we will define the critical success factors of an online sales project, analysing for each of them the Best Practices that produce the best results. We will discuss online strategy, online sales channels, and technological choices, although offline topics such as range choices, warehouse management (Drop Shipment), customer service and organisational set-up will not be missing.

WEBSITE CREATION & WORDPRESS: the website is the starting and finishing point of every web marketing action and as such is a dynamic tool that must be improved and modified on a daily basis. In this module we will teach you how to build it using WordPress, the CMS that allows you to create and manage websites without the need for programming and design skills.

LOCATION BASED MARKETING: the development of technologies and the mobile world now make it possible to carry out marketing actions based on the geographic location of our potential customers, enabling us to reach them in the right place and at the right time to optimise our advertising expenditure. We will discover in this module the ways and software to do this.

AFFILIATE MARKETING: New business activity traditionally carried out through agents and sales networks in the traditional offline world is increasingly finding a counterpart online in affiliate marketing. We will learn about its principles, intermediaries and software to create, manage and remunerate your online sales force.

E-commerce/Web Advanced modules


SEO ADVANCED: we will present the latest updates in search engine algorithms (Google Panda, Penguin, Hummingbird and others) that bring about significant changes for SEO specialists. In particular, the increasing need for integration between this discipline and the issues of content marketing, social media, and semantics in order to produce results. We will also propose some advanced tools.

SEM ADVANCED + Programmatic & real time bidding: we will understand how the emerging technologies of Programmatic Buying and Real Time Bidding are giving a new direction to the SEM sector and we will understand the logic on which these technologies are based. We will also delve into the opportunities of Retargeting/Remarketing technologies and try out the tools made available by the main players in the sector.

WEB ANALYTICS ADVANCED: the ever-increasing availability of information in the world of digital marketing requires the ability to know how to use tools capable of integrating it effectively, such as Google’s Universal Analytics. In this module, we will learn how to integrate mobile and desktop data with data from social media and social analytics. However, we will also discover and use A/B testing and eye tracking tools useful for improving our understanding of the preferences, habits, and interests of our potential customers.

USER EXPERIENCE: You will learn how to design intangible design, how to create an effective strategy to improve the user experience on a website across the board. You will understand the difference between UX and UI because to be truly useful to users visiting a site, graphics are not enough: the interface is not the solution. We will explain what the user experience is, which elements are important for a successful project: website usability, content strategy, visual design, information architecture, user research, graphical interaction and many others, as well as the tools that are indispensable for the maximum effectiveness of the user experience.


  • Final examination with grade: passing by minimum score 70/100

  • Subsequent possibility to also take our other certification exams on digital professions

  • 6 sessions per year available to take or retake the exam

  • Certification of profit (final grade)


Teaching Method


Lessons supported by practical tests with live corrections + homework with video corrections

Strategies and best practices immediately applicable in the company.

Questions and interaction with lecturers during the live lesson and post-lesson in dedicated groups.


Practical-Operational approach with a strong focus on business, turnover.

Use of tools and software such as Google tools, Facebook, WordPress, etc.

Professional lecturers and contributions, for direct learning from digital experts.

Videos and testimonials from former students

You can hear from former participants who have taken our Web Marketing Certifications online through this video.


Read what former students think

On Google, Facebook and Youtube you will find hundreds of OPINIONS from former students; click on the images below to view them.

In all of them you will find their Full Name and direct link to their social profile. You can thus check their trustworthiness.


By filling out this form you will have the opportunity to:

  • Request information on this and other Digital Coach certifications
  • View and download 3 summary tables on Course Catalogue and related study subjects, Included Services available and Price List. You will also receive an e-mail containing the same info and links to video testimonials from participants and video presentations of all courses.
  • Book, if you wish, participation in the webinar “10 steps to make a career or start your own business with digital”.

After attending the webinar, you can request a one-to-one coaching session with one of our career consultants.