The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
SEM, SEO, Social Media and Beyond
17 February 2022
3 months, online
6-8 hours/week
US$3,000 US$2,600 or get US$300 off with a referral
Our participants tell us that taking this programme together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Mastering Digital Marketing: SEM, SEO, Social Media and Beyond starting on 17 February 2022 .
We’ve sent you an email with enrolment next steps. If you’re ready to enrol now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.You’re on your way to unlocking alumni benefits. Learn more about the benefits of the Certificate in Management.
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.
Mobile devices accounted for over 50% of all organic search visits in Q1 2019.
Businesses that show up on the first page of Google get 92% of consumer traffic.
Employment of advertising, promotions, and marketing managers is projected to grow 10% in the next seven years, faster than the average for all occupations.
Businesses are feeling the pressure to elevate marketing efforts and cut through the noise. This programme is designed for:
Interpret digital marketing trends and see examples of the 3C Framework in action.
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.
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.
Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.
Analyse how digital marketing is affecting client relationships and explore different selling strategies in the B2B environment.
Revise your mindset to think about apps not ads and discover what metrics to measure.
Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.
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.
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.
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.
Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.
Interpret digital marketing trends and see examples of the 3C Framework in action.
Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.
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.
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.
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.
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.
Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.
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.
Analyse how digital marketing is affecting client relationships and explore different selling strategies in the B2B environment.
Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.
Revise your mindset to think about apps not ads and discover what metrics to measure.
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
Representative industries include
*Others include Advertising, E-commerce, Energy, Fast Moving Consumer Goods, Industrial Goods, IT Products, IT Services, Real Estate, Retail, Telecommunications and many more.
Lil Mohan
Anja Lambrecht
David Arnold
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.
Upon successful completion of the programme, you'll earn a digital certificate of completion from London Business School.
Download BrochureAll 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.
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
Personalised mentorship
Tailored learning journey
Note: All benefits subject to change.
Flexible payment options available.