Description

Introduction

The GDPR reshaped digital marketing by redefining how organizations collect and use personal data. This course guides marketing professionals through compliance strategies while maintaining creativity and customer engagement. Learn how to ethically manage consent, cookies, email campaigns, and data-driven marketing under GDPR.

Prerequisites

• Basic understanding of marketing strategies (email, digital ads, web tracking)

• Introductory knowledge of GDPR or data privacy principles

• Familiarity with digital platforms (websites, CRMs, marketing automation tools)

Table of Contents

1. GDPR Overview for Marketers

 1.1 Key GDPR Principles Impacting Marketing
 1.2 What Counts as Personal Data in Marketing
 1.3 Roles and Responsibilities (Controller, Processor, DPO)
 1.4 Fines, Risks, and Reputation Impacts

2. Lawful Basis for Marketing Activities

 2.1 Consent and Legitimate Interests Explained
 2.2 When You Need Explicit Consent
 2.3 B2B vs. B2C Marketing Considerations
 2.4 Maintaining a Record of Lawful Basis

3. Managing Consent Effectively

 3.1 What is Valid Consent Under GDPR
 3.2 Granular Options and Consent Checkboxes
 3.3 Easy Opt-Out Mechanisms and Preference Centers
 3.4 Consent Logs and Expiration Policies

4. Email and Direct Marketing Compliance

 4.1 Cold Emails and Newsletter Subscriptions
 4.2 Double Opt-In: When and Why
 4.3 Email List Hygiene and Retention
 4.4 Unsubscribe Rules and Link Placement

5. Cookie Compliance and Tracking Technologies

 5.1 Types of Cookies: Strictly Necessary vs. Marketing
 5.2 Cookie Banners and Consent Management Platforms (CMPs)
 5.3 Customizing Cookie Preferences for Users
 5.4 Google Analytics, Facebook Pixel, and Consent

6. Data Collection in Marketing Campaigns

 6.1 Landing Pages, Forms, and Lead Magnets
 6.2 Minimizing Data Collection at Entry Points
 6.3 Social Media Campaigns and Audience Targeting
 6.4 Partnering with Influencers: Data Risks

7. Managing Marketing Tools and Vendors

 7.1 CRM, Email Automation, and Advertising Platforms
 7.2 Conducting DPIAs for High-Risk Campaigns
 7.3 Data Processing Agreements with Vendors
 7.4 International Data Transfers and Compliance

8. User Rights and Transparency

 8.1 Informing Users Through Privacy Notices
 8.2 Responding to Data Subject Requests
 8.3 Data Portability and Access in CRM Systems
 8.4 Right to Erasure and Campaign Records

9. Internal Policies and Training for Marketing Teams

 9.1 Creating GDPR-Compliant Marketing Playbooks
 9.2 Conducting Regular Team Training
 9.3 Auditing Campaigns and Reviewing Consent Logs
 9.4 Documenting Accountability Measures

10. Future-Proofing Marketing Under GDPR

 10.1 Preparing for Privacy Updates (ePrivacy Regulation, etc.)
 10.2 Privacy-Centric Marketing Trends
 10.3 Zero-Party Data and Ethical Engagement
 10.4 Building Trust Through Transparency

In a digital world driven by data, responsible marketing is key to sustainable growth. By embracing GDPR’s principles—especially around consent, transparency, and security—marketing teams can build deeper trust, create smarter campaigns, and stay ahead of regulatory risks.