Mastering Digital Marketing

SEM, SEO, Social Media and Beyond

Get Your Brochure

Course Date

STARTS ON

20 October 2021

Course Duration

DURATION

3 months, online
6-8 hours/week

Course Fee

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’:

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

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.

Download Brochure

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.

Download Brochure

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.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.