EXECUTIVE EDUCATION

Mastering Digital Marketing

SEM, SEO, Social Media and Beyond

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Welcome

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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

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

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.
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"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

Experts in the field

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

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

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

Lil Mohan

Adjunct Professor of Marketing, London Business School

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing at London Business School, 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.

Lil consults independently for technology companies in the areas of product design, product marketing, and marketing strategy. His most recent engagement was advising a leading fin-tech company on digital strategy. Also, he is Adjunct Professor of Marketing at The University of Chicago Booth School of Business, as well as at IIM Ahmedabad, where he teaches various MBA, Exec MBA, and Exec Ed programmes.

Before this, Lil was Managing Director for Intel’s 4G mobile wireless programme in Emerging Markets, prior to which, he was VP of Business Strategy at Motorola's Mobility division.

Earlier, Lil was General Manager of Amazon's mobile platform BU, where his team built the world’s first retail M-commerce application Amazon Anywhere, enabling customers to find and buy products on their mobile devices. Lil has also been a partner at JP Morgan Partners Advisors, where he co-managed a venture fund.

Lil has a PhD in EE from Purdue University, a Postgraduate Diploma in Management from the Indian Institute of Management, Ahmedabad, India, and a BS in EE from the Indian Institute of Science, Bangalore, India.

"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.”

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 spill overs between different economic actors in digital markets can lead to apparent algorithmic bias.

Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.

Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

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.

Prior to joining the School as Adjunct Professor of Marketing, he was an Assistant Professor at Harvard Business School. He also holds adjunct faculty positions at CEIBS, in China; and Rochester/Bern, in Switzerland.

David Arnold received his MPhil from London University; his MBA from City University; and his DBA from Harvard University. From 1993 to 1996, he was the Stanley Roth Fellow at Harvard Business School; and from 1995 to 1996 he held the Du Pont Foundation Fellowship for International Research. He has written a number of Harvard Business School case studies, and in 2002 he was a winner of the Academy of International Business Case Competition.

Before entering academia, David worked in London as an editor for Mitchell Beazley International; and for the Department of Health and Social Security. He has also worked as a consultant to several multinational companies on international marketing.

He is the author of a number of books, including The Handbook of Brand Management which is now into its third edition.

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.

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