Mastering Digital Marketing

SEM, SEO, Social Media and Beyond

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Course Dates

STARTS ON

28 March 2024

Course Duration

DURATION

10 weeks, online
6–8 hours/week

Course Fee

PROGRAMME FEE

£2,208 and get £240 off with a referral

Course Information Flexible payment available
Course Fee

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Application Details

Tuition assistance is live as per below schedule. The full programme fee is £2400 as of the start date.

programme fee

£2,208

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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 marketing

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

17.6%

is the expected CAGR for digital marketing from 2021 to 2026.

STATISTA 2022

72%

of organisations' overall marketing budgets are allocated towards digital marketing channels.

WORDSTREAM 2022

65%

of consumers look up price comparisons on their mobile phones while in physical shops.

KPMG 2022




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 and seek 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.

Proven results

See how our learners saw themselves grow
79%
applied new learning to their jobs.
96%
felt more effective at their work.
81%
programme impacted them positively.
“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 digital marketing and the 3C Framework

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

Module 2:

Content marketing

Understand how to harness the power of content marketing, how to build a strategy and what metrics define its success.

Module 3:

Organic search marketing and search engine optimisation (SEO)

Explore how search engines work and what elements make for a good SEO strategy.

Module 4:

Paid search marketing and selling on marketplaces

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

Module 5:

Mobile apps and freemium marketing

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

Module 6:

Social media marketing: advertising, sharing and tracking

Tune into the social media listen–respond loop to gather insights, identify trends and build a social listening strategy.

Module 7:

Social engagement: listening, influencers and advocacy

Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments.

Module 8:

Digital marketing in B2B environments

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

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.

Module 10:

Omnichannel marketing

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition.

Module 1:

Introduction to digital marketing and the 3C Framework

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

Module 6:

Social media marketing: advertising, sharing and tracking

Tune into the social media listen–respond loop to gather insights, identify trends and build a social listening strategy.

Module 2:

Content marketing

Understand how to harness the power of content marketing, how to build a strategy and what metrics define its success.

Module 7:

Social engagement: listening, influencers and advocacy

Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments.

Module 3:

Organic search marketing and search engine optimisation (SEO)

Explore how search engines work and what elements make for a good SEO strategy.

Module 8:

Digital marketing in B2B environments

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

Module 4:

Paid search marketing and selling on marketplaces

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

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.

Module 5:

Mobile apps and freemium marketing

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

Module 10:

Omnichannel marketing

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition.

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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 measuring it
  • Search engines and how they are central to digital marketing success
  • Strategies that convert the best on Google AdWords and Amazon Marketplace
  • How to leverage mobile advertising
  • How to build advocacy across social networks
  • How to integrate wallets, apps and payments into one cohesive loyalty strategy
  • Location-based mobile marketing and how it fits into an omnichannel approach
  • The strategy involved in creating an omnichannel customer journey
  • The effect of digitisation on B2B marketing
  • How to use the 3C Framework, as well as which success metrics to track across different marketing activities
  • How to implement an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition

Your learning experience

  • Access to programme content through multiple devices allows you to manage schedules and learn remotely – anytime, anywhere.
  • Weekly marketing simulations are designed to give you practice managing your overall marketing mix and individual campaigns.
  • Case studies feature some of the world’s most prominent brands, including Starbucks, LEGO, Cisco, TRSB 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 – allows you to track your progress.
  • Video lectures and live teaching sessions with Q&As create an immersive and engaging learning environment, which can be 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. The global appeal of this topic 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
  • Other*
* Other industries include advertising, e-commerce, energy, industrial goods, IT products, IT services, real estate, retail and telecommunications.

Representative regions

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 marketing, social media, m-commerce, omnichannel marketing and advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems and two successful high-tech start-up organisations: 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 organisations can use retargeting to reach out to consumers and how organisations 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. 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

"I was able to fit this programme 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 both Mimic simulations – they were an excellent learning tool."

— 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 programme 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 programme."

— 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 programme – simply awesome!"

— Annika Brinkmann, Senior Trade Marketing Manager, BIC

"I was not aware of digital marketing, and this well-designed programme 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 programme content in an easy-to-follow online platform. The process was structured, which made the whole process a very pleasant experience. The Stukent simulations exercise was also very valuable to get a near ‘virtual world’ experience in PPC and social media marketing."

— 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 projects."

— Aditi Goel, Marketing Manager, Taylor & Francis Group

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 that you need in order to enhance your leadership journey. Mastering Digital Marketing is one of the programmes that count towards the criteria to gaining 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 are 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 the ID mentioned above.


    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 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 email us if you need further clarification on programme activities.



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

    More than 300,000 learners across 200 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.

    All the contents of the course would be made available to students at the commencement of the course. However, to ensure the programme delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the programme in a cohort-based manner the cost of which is already included in the overall course fee of the course.

    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 email us 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 program currency via wire transfer or debit card. Please contact your programme advisor or email us for details.


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

    Yes! Please email us 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 us 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 connect with us via email 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.

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

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Flexible payment options available. Learn more.