Mastering Digital Marketing

SEM, SEO, Social Media and Beyond

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Course Dates

STARTS ON

22 September 2022

Course Duration

DURATION

3 months, online
6-8 hours/week

Course Fee

PROGRAMME FEE

£1,912

Course Information Flexible payment available
Course Information Special group enrolment pricing

Application Details

Early Registration Benefit is live as per below schedule. The full programme fee is £2250 as of the start date.

programme fee

£1,912

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You’re on your way to unlocking alumni benefits. Learn more about the benefits of the Certificate in Management.

Customer journeys are made up of mobile ‘micro-moments’:

Image depicting micro-moments in customer journey with statistics Searches related to how-to videos on YouTube are growing 70% year over year 66% of smartphone users turn to their device to learn more about something they saw in a TV commercial Near me searches have grown 2x in the past year 82% of smartphone users consult their device while in a store

Customer loyalty through omnichannel

Most companies are ‘doing digital’ but nearly 50% lack a defined strategy. Even fewer have created an omnichannel strategy that looks at how physical and digital marketing intersect.

50%

Mobile devices accounted for over 50% of all organic search visits in Q1 2019.

SOURCE: MERKLE, DIGITAL MARKETING REPORT Q1 2019

92%

Businesses that show up on the first page of Google get 92% of consumer traffic.

SOURCE: JOAL HOUSE 2019

10%

Employment of advertising, promotions, and marketing managers is projected to grow 10% in the next seven years, faster than the average for all occupations.

Source: U.S. Bureau of Labor Statistics

Right for you

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise. This programme is designed for:

  • Experienced traditional marketers who come from corporate communications or non-digital backgrounds, seeking to round-out their marketing mindset by learning the latest digital methods and gaining a big picture perspective. Titles may include CMO, marketing director, marketing manager, brand manager, account manager, communications manager and product manager.
  • Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies for building customer loyalty as a pathway to growth. Titles may include CEO, COO, managing director, founder, president and general manager.
  • Early-career marketers who are digital natives and may have experience with some components of the marketing mix but seek to build broader capabilities for their career growth. Titles may include marketing coordinator, marketing specialist, marketing analyst and PPC/SEO/content specialist.
  • Professionals from a non-marketing field making a horizontal move into marketing, such as product development, human resources, operations, finance and customer service.
"Modern marketing isn’t just ‘doing digital’ – it’s having an omnichannel strategy to build touchpoints across all channels your customers use, both online and offline."

— Lil Mohan, Adjunct Professor of Marketing

How you learn

Module 1:

Introduction to social media, internet marketing and the 3C Framework

Interpret digital marketing trends and see examples of the 3C Framework in action.

Module 2:

Content marketing

Understand what content marketing is (and isn’t), how to build a strategy and what metrics define its success. Case study: LEGO: Building customer communities through technology.

Module 3:

Organic search marketing and search engine optimisation (SEO)

Explore how search engines work and what elements make for a good SEO strategy. Case study: Online marketing at Big Skinny, a marketing tech firm.

Module 4:

Paid search marketing and selling on marketplaces

Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.

Module 5:

Digital marketing in B2B environments

Analyse how digital marketing is affecting client relationships and explore different selling strategies in the B2B environment.

Module 6:

Mobile app marketing: native and social advertising

Revise your mindset to think about apps not ads and discover what metrics to measure.

Module 7:

Social media marketing: listening and creating content

Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.

Module 8:

Social media: sharing content and building advocacy

Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments. Case study: social strategy at Cisco Systems and the Cisco Learning Network.

Module 9:

Personalisation marketing and digital loyalty programmes

Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy. Case study: Starbucks’ Loyalty Reigns.

Module 10:

Omnichannel marketing: combining digital with physical-local

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.

Module 11:

Omnichannel: strategy for seamless convergence

Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.

Module 1:

Introduction to social media, internet marketing and the 3C Framework

Interpret digital marketing trends and see examples of the 3C Framework in action.

Module 7:

Social media marketing: listening and creating content

Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.

Module 2:

Content marketing

Understand what content marketing is (and isn’t), how to build a strategy and what metrics define its success. Case study: LEGO: Building customer communities through technology.

Module 8:

Social media: sharing content and building advocacy

Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments. Case study: social strategy at Cisco Systems and the Cisco Learning Network.

Module 3:

Organic search marketing and search engine optimisation (SEO)

Explore how search engines work and what elements make for a good SEO strategy. Case study: Online marketing at Big Skinny, a marketing tech firm.

Module 9:

Personalisation marketing and digital loyalty programmes

Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy. Case study: Starbucks’ Loyalty Reigns.

Module 4:

Paid search marketing and selling on marketplaces

Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.

Module 10:

Omnichannel marketing: combining digital with physical-local

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.

Module 5:

Digital marketing in B2B environments

Analyse how digital marketing is affecting client relationships and explore different selling strategies in the B2B environment.

Module 11:

Omnichannel: strategy for seamless convergence

Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.

Module 6:

Mobile app marketing: native and social advertising

Revise your mindset to think about apps not ads and discover what metrics to measure.

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What you learn

  • New digital consumer behaviour and how marketing looks different in the social-digital age.
  • The importance of content marketing and the metrics used for its measurement.
  • Search Engines and how they are central to digital marketing success.
  • Strategies that convert best on Google AdWords and Amazon Marketplace.
  • Leverage social networks for mobile advertising.
  • Build advocacy across social networks.
  • Integrate wallets, apps and payments into one cohesive loyalty strategy.
  • Location-based mobile marketing and how it fits into an omnichannel approach.
  • Strategy involved in creating the omnichannel customer journey.
  • Effect of digitisation on B2B selling techniques.
  • How to use the 3C Framework, as well as which success metrics to track across different marketing activities.
  • How to deliver an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition.

Your learning experience

  • Flexibly access programme content through multiple devices, allowing you to easily manage schedules and learn remotely – anytime, anywhere.
  • Weekly marketing simulations designed to give you practice managing your overall marketing mix and individual campaigns.
  • Case studies featuring some of the world’s most prominent brands including Starbucks, LEGO, Cisco, Best Buy, and L'Oréal.
  • The learning material schedule follows a modular approach, with new content released weekly.
  • Peer learning – in the form of discussion forums and surveys – allowing you to track your progress.
  • Video lectures and live teaching sessions with Q&As create an immersive, engaging learning environment, easily accessed from outside the classroom.
  • Our unique platform allows users to create a profile, connect and collaborate with peers, and interact live with subject matter experts who will facilitate your learning.

Who attends

Marketers and business leaders from around the globe are eager to embrace new strategies that leverage digital. It’s a topic with global appeal. That is reflected in the participant profile.

Representative titles include

  • Senior Marketing Manager
  • Commercial Director
  • CEO
  • Sales Manager
  • Senior Consultant
  • Alumni Manager
  • Social Media Manager
  • Global Brand Manager
  • Country Manager
  • Head of Corporate Communications
  • Category Manager
  • Founder/Entrepreneur

Representative industries include

  • Education
  • Healthcare
  • Banking & Financial Services
  • Media
  • Consulting
  • Others*

*Others include Advertising, E-commerce, Energy, Fast Moving Consumer Goods, Industrial Goods, IT Products, IT Services, Real Estate, Retail, Telecommunications and many more.

Representative regions include

Images showing the different regions on the globe and the percentage of learners from each region depicting a global cohort

Experts in the field

Profile picture of course faculty, LIL MOHAN

Lil Mohan

Adjunct Professor of Marketing, London Business School

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing, he covers several topics including Digital, Social Media, M-Commerce, Omnichannel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick. More info

Profile picture of course faculty, ANJA LAMBRECHT

Anja Lambrecht

Professor of Marketing

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias. More info

Profile picture of course faculty, DAVID ARNOLD

David Arnold

Adjunct Professor of Marketing

David Arnold’s research focuses on global versus local marketing; marketing strategy; innovation and market evolution; brand management; and global customer management. He has been a strong advocate of local marketing by global corporations. His writing and consulting in multinational marketing has focused particularly on brands, and relationships with local sales and distribution units. More info

Testimonials

The combination of video and webinar content made my first online course experience a truly dynamic one.

— Ingrid Teufel, Senior Manager, Establishment Labs

Through real-life industry case studies, I learnt how to successfully implement a digital marketing strategy in my own organisation.

— Suzan Reabetswe Kongwa, Digital Marketing & Communications Specialist, iCan Communications Ltd

The combination of live and recorded lectures, alongside the chance to learn from the diverse perspectives of my classmates, made for a truly unique learning experience.

— Olessia Hunneman, Office Manager, Projects & Event Coordinator, Hunneman Consulting

The modules on social media listening, shareability and omnichanel marketing gave me exciting new ideas to implement in my business.

— Marcella Renna, Founder, Marcella Renna Ceramic and Graphic

The faculty's content and guidance was incredibly relevant and practical, heightening my awareness of current digital circumstances and opportunities for my organisation.

— Celeste Gibbens, Marketing Manager, Freelance

The case studies explored how real-life organisations had responded to different challenges, demonstrating what worked and what didn't; giving me practical insights to apply in my own role.

— Simran Mandhan, Marketing Intern, Te Waka

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the programme, you'll earn a digital certificate of completion from London Business School.

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All certificate images are for illustrative purposes only and may be subject to change at the discretion of London Business School.
This online certificate programme does not grant academic credit or a degree from London Business School.

Your path to alumni benefits

Curate your one-of-a-kind learning experience with LBS’s Certificate in Management and build the skills you need to enhance your leadership journey. Mastering Digital Marketing is one of the programmes that counts towards the criteria to gain the Certificate in Management by London Business School.

How will you benefit?

Access to a global network

  • Join LBS’s elite, international network of over 17,000 Executive Education alumni from over 30 countries and learn from extraordinary thought leaders from diverse industries in business

Personalised mentorship

  • Benefit from four one-to-one coaching sessions at your convenience throughout your learning journey to assess where you are in your career – and where you want to go

Tailored learning journey

  • Choose from over 35 online and in-person programmes to customise your learning journey with an executive coach for an experience that is truly yours

Note: All benefits subject to change.

FAQs

  • How do I know if this programme is right for me?

    After reviewing the information on the programme landing page, we recommend you submit the short form above to gain access to the programme brochure, which includes more in-depth information. If you still have questions about whether this programme is a good fit for you, please email learner.success@emeritus.org,and a dedicated programme advisor will follow up with you very shortly.


    Are there any prerequisites for this programme?

    Some programmes do have prerequisites, particularly the more technical ones. This information will be noted on the programme landing page, as well as in the programme brochure. If you are uncertain about programme prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the programme web page, all programmes are taught in English, and proficiency in English is required.


    What is the typical class profile?

    More than 50 per cent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but generally, our online certificates draw a highly diverse audience in terms of professional experience, industry and geography—leading to a very rich peer learning and networking experience.


    What other dates will this programme be offered in the future?

    Check back at this programme web page or email us at learner.success@emeritus.org to inquire if future programme dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each programme includes an estimated learner effort per week. This is referenced at the top of the programme landing page under the Duration section, as well as in the programme brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this programme to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities, including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific programme schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The programme is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on programme activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 per cent of the respondents of a recent survey across all our programmes said that their learning outcomes were met or exceeded.

    A dedicated programme support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues or anything else that may affect your learning experience.


    How do I interact with other programme participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the programme. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each programme includes an estimated learner effort per week, so you can gauge what will be required before you enrol. This is referenced at the top of the programme landing page under the Duration section, as well as in the programme brochure, which you can obtain by submitting the short form at the top of this web page. All programmes are designed to fit into your working life.

    This programme is scored as a pass or no-pass. Participants must complete the required activities to pass and obtain the certificate of completion. Some programmes include a final project submission or other assignments to obtain passing status. This information will be noted in the programme brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific programme requirements.


    What type of certificate will I receive?

    Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools or potential employers. You can use it on your cover letter or resume and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the programme, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social networking platforms, such as LinkedIn, Facebook and Twitter.


    Do I receive alumni status after completing this programme?

    No, there is no alumni status granted for this programme. In some cases, there are credits that count towards a higher level of certification. This information will be clearly noted in the programme brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this programme?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files and transcripts.


    Do I need to be online to access the programme content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access programme content from a desktop, laptop, tablet or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you can view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the programme without missing any of the core programme material or learnings.


    What is the programme fee and what forms of payment do you accept?

    The programme fee is noted at the top of this programme web page and usually referenced in the programme brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this programme web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the programme currency via wire transfer or debit card. Please contact your programme advisor or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the programme you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific programme you’re interested in enrolling in.


    Is there an option to make flexible payments for this programme?

    Yes, the flexible payment option allows a participant to pay the programme fee in instalments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the programme, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the programme, you have until the midpoint of the programme to request to defer to a future cohort of the same programme. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.

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Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.