The Covid-19 pandemic has radically transformed the way consumers and businesses conduct daily transactions. The world has been catapulted into a digital environment which is perfectly poised for Marketing professionals and any business owner to use the digital tools to chart the course of their business success when done right.

The workshop is organized into two core modules which will provide participants with an initial introduction to digital marketing and online customer engagement. A key focus of the workshop is on establishing relevant KPIs to measure the impact of a digital marketing campaign.


Learning Objectives

  • Identify the elements of a compelling brand story
  • Create content for effective communication online
  • Optimize content for specific social media platforms
  • Measure the impact of digital marketing on achieving business goals


Key Takeaways

The topics covered in this seminar will enable the participants of the course to optimize their performance using digital marketing in the following ways:

  • Utilize digital marketing to engage target audiences
  • Create audience-first content that builds brand value
  • Increase customer traffic and conversion rates
  • Use meaningful metrics to assess the impact of content marketing activities
  • Gain an edge over competitors in the industry


The workshop provides maximum coverage of key areas needed to navigate and measure your performance in the digital landscape to be one step ahead of your competitors.

Module 1 Module 2
Defining your Content Niche Introduction to SEO and Keywords
Developing a Framework for Content Marketing Using Social Media for Content Marketing
The Art & Science of Developing Brand Stories Content Marketing Analytics and Tracking
Rules and Tips for Great Content Writing Content Marketing ROI


The Facilitator

Dr. Barney Pacheco is a Marketing Lecturer in the Department of Management Studies, The University of the West Indies, St. Augustine. His academic qualifications include an M.Sc. (Administration) from Concordia University and a Ph.D (Marketing) from the University of Colorado, Boulder. His research interests are in the areas of Consumer Psychology, Decision Making and Strategic Brand Management.

Barney has extensive experience in consumer behaviour research and has provided consulting services to both Caribbean and Fortune 500 companies in the healthcare, financial and manufacturing sectors using a variety of advanced analytical tools in projects involving brand equity measurement, product awareness and usage tracking, customer satisfaction monitoring and market share analysis.

Over the past decade, Barney has also been engaged in delivering executive development programs for leading private sector corporations and governmental organizations in areas such as market planning, strategic pricing and advertising. His research has been published in several professional peer-reviewed journals and presented at regional and international marketing conferences. When not working, he spends time listening to music, enjoying good food and agonizing over the West Indies cricket team.


Pricing Information

Seminar Fee: TT$2,800/US$400

  • Discount: Get a 5% early bird discount valid until November 16th 2021
  • Discount: Get a 10% group discount. Applicable to:
    • ​Groups of three or more individuals attending from the same organization
    • The UWI campus community

Online payment option available

When and Where

The seminar will be hosted by the Business Development Unit of the Faculty of Social Sciences, The University of the West Indies. You will be able to join this seminar via Zoom to participate in discussions, receive hands-on exercises, and interact with the facilitator. The seminar will follow the schedule below:

Dates: November 23rd, 24th, 30th  November and December 1st
Time: 5.00 PM – 7.00 PM AST: Live Lecture via Zoom.

Don't hesitate to contact Dalaiah or Vidiya at, or visit Business Development Unit

For Registration Details Click Here

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