Mastering Digital Marketing in an AI World

Unlock the potential of SEO, social media, machine learning, generative AI and beyond

What you will learn

The Mastering Digital Marketing in an AI World course will equip you to:

Identify effective strategies related to paid search marketing, investigate organic search marketing strategies, understand B2B marketing and explore mobile app marketing strategies
Understand and apply the latest tools and techniques used in digital marketing
Analyse the consumer journey and create impactful digital marketing strategies
Learn and apply a comprehensive framework for connecting, converting and continuously engaging with consumers
Create a social media marketing plan to grow brand awareness and increase engagement and sales
Learn about strategies for content marketing, digital loyalty and personalisation marketing
Examine techniques used for social listening and acquire insights on methods for creating shareable content and motivating brand advocacy
Develop effective strategies for combining digital and physical marketing seamlessly into a single, cohesive omnichannel marketing strategy

Right for you?

Whether you are looking to enhance your skills in digital marketing or seeking a career transition from a non-marketing background, this course will provide you with the latest digital strategies and tools, including SEO, social media and genAI, to help you gain a big-picture perspective. This course is suitable for you if you are:

An experienced traditional marketer looking to adapt to the digital era and work with evolving technologies such as genAI

An early-career marketer keen to enhance your knowledge and practical application of digital marketing to stand out in a competitive market with AI-driven strategies

Any functional leader seeking a holistic view of the latest marketing trends, AI tools and strategies for building customer loyalty as a pathway to growth

A professional from a non-marketing field making a horizontal move to a focused marketing role or seeking deeper insights to diversify your career options with marketing automation

This course equips you with the skills to incorporate the latest digital strategies and tools – including AI techniques and insights into your marketing campaigns. At the end of the course, you will emerge ready to lead digital initiatives confidently.

Lil Mohan

Adjunct Professor of Marketing

Course content

Module 1: Introduction to digital marketing and the 3C Framework

Module 2: Content marketing

Module 3: Organic search marketing and search engine optimisation (SEO)

Module 4: Paid search marketing and selling on marketplaces

Module 5: Mobile apps and freemium marketing

Module 6: Social media marketing: advertising, sharing and tracking

Module 7: Social engagement: listening, influencers and advocacy

Module 8: Digital marketing in B2B environments

Module 9: Personalisation marketing and digital loyalty programmes

Module 10: Omnichannel marketing

Gain hands-on experience with a simulation project

Throughout the course, participants will work on a simulation project and gain hands-on experience by applying their learnings to an organisation in need of digital marketing assistance. Participants will use Stukent’s Mimic Pro, a digital marketing and social media simulation tool that provides the opportunity to manage ad budgets across search, display and shopping ad campaigns. It also provides insights on landing page optimisation, audience targeting and KPI analysis. Additionally, you will learn how to write targeted ads for multiple social media platforms, perform demographic targeting and implement social media strategies.

Your learning experience

Flexible learning

Access to course content through multiple devices allows you to manage schedules and learn remotely – anytime, anywhere.

Simulation exercises

Weekly marketing simulations are designed to give you practice managing your overall marketing mix and individual campaigns.

Real-world case studies

Case studies feature some of the world’s most prominent brands, including Starbucks, Coca-Cola, Lego, Cisco, TRSB and L'Oréal.

Peer interactions

Peer learning – in the form of discussion forums and surveys – allows you to track your progress.

Live sessions

Video lectures and live teaching sessions with Q&As create an immersive and engaging learning environment, which can be accessed from outside the classroom.

Interactive platform

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.

Experts in the field

Lil Mohan

Adjunct Professor of Marketing, London Business School

Professor 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,...

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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 exam...

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David Arnold

Adjunct Professor of Marketing

Professor David Arnold’s research focuses on global versus local marketing, marketing strategy, innovation and market evolution, brand management and global customer managemen...

Who attends

Diverse industries

A wide range of work experience

Global cohort

Testimonials

I had an absolutely amazing experience with London Business School. The course is incredibly enriching and insightful. Stukent (the simulation) allows for putting the hands on the matter and learn by ...

Anna Heitzmann

Communication Manager, EspeRare Foundation

I am thoroughly impressed with the comprehensive and well-structured curriculum of this course. It is evident that a great deal of thought and effort has been put into creating a seamless learning exp...

Mert Sarıyıldız

Lead Corporate Communications, Turkish Technology

I was able to fit this course around my schedule because the online video/seminar content was accessible at any time. The case studies were very applicable to the weekly content, and I really enjoyed ...

Anna Brown

Director of Prospect Direct Marketing, American Express

This was the first time I came across the tools Mimic Pro and Social Simulators, and I found them to be very useful in terms of understanding the course better.

Ma Carla Victoria Merced

Digital Content Specialist, Sanad AD

I truly enjoyed the simulations, testing the platforms, learning how to manage them and translating them into daily operations.

Melyani Yousri

Marketing Executive, Taylor & Francis Group

Being able to interact with the faculty and at the same time the core of the materials being available online to be studied at your own pace is an added advantage of the course.

Eman Khaldi

Co-Founder, Naked Brain Agency

I loved the balance between all the learning materials: videos, assignments, simulations, live sessions and further resources. It was a great course – simply awesome!

Annika Brinkmann

Senior Trade Marketing Manager, BIC

I was not aware of digital marketing, and this well-designed course helped me implement one for my organisation. Each module was well explained by the teaching faculty.

Vineet Kumar

Assistant General Manager of Sales and Marketing, Nuhas Oman LLC

This was my first time learning virtually. The whole experience was very effective and efficient with all the course content in an easy-to-follow online platform. The process was structured, which mad...

Tyrone Goddard

Sales Manager, SpecValve

The best part was the social media learnings, which I was able to apply in Stukent. The real-time testing experience was relevant and enriching, and now I can apply those learnings in my professional ...

Aditi Goel

Marketing Manager, Taylor & Francis Group

Certificate

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

All certificate images are for illustrative purposes only and may be subject to change at the discretion of London Business School.

This online certificate course 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 that you need in order to enhance your leadership journey. Mastering Digital Marketing in an AI World is one of the courses that count towards the criteria to gaining the Certificate in Management from London Business School.

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 courses to customise your learning journey with an executive coach for an experience that is truly yours.

Note: All benefits are subject to change.

FAQs

The Course

The Learning Experience

Certification

Technical Requirements

Payment Process

Refund Policy

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Course Advisers or call us at +44 203 828 7359 (UK) / +65 3135 1096 (SG) / +1 315 517 3638 (US)

Please note that our team is away from December 23, 2024 to January 2, 2025 for the year-end holidays. We look forward to addressing your queries when we resume operations in the new year.

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.

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