Mastering Digital Marketing in an AI World

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

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Course Dates

STARTS ON

25 July 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 the below schedule. The full course fee is £2,400 as of the start date.

programme fee

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Supercharge your digital marketing in an AI-driven world

As technology reshapes the dynamics of consumer–business interactions, organisations seek more effective ways to connect and communicate with their audiences. With the majority of businesses embracing digital platforms, nearly 50% lack a well-defined strategy. As a marketing professional, navigating this landscape requires not only an understanding of strategising but also leveraging the transformative power of new technology.

The Mastering Digital Marketing in an AI World course incorporates cutting-edge elements, including insights and activities that elevate practical understanding of generative AI (genAI) and other technologies to vastly improve customer-centric marketing. The comprehensive curriculum addresses the latest trends in digital marketing while taking you through case studies of best practices from renowned brands. The world-class faculty provides a unique learning experience by seamlessly blending the fundamentals of digital marketing with emergent technologies. The course will equip you with the skills to harness the potential of innovation in marketing, ensuring that your strategies align seamlessly with your organisation's goals.

67%

of marketers believe increasing the adoption of marketing automation is critical for acquiring and retaining customers.

Mailchimp

80%

of marketers worldwide integrate some form of AI into their online marketing activities.

Statista

87%

of senior executives say that brands should prioritise digital-first communications.

ADOBE DIGITAL TRENDS

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

Proven results

See how our learners grew
79%
applied new learning to their jobs.
96%
felt more effective at their work.
81%
course impacted them positively.

Course content

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

    Activity: Hear from industry experts about the latest trends, including genAI, engage in try-it activities around digital marketing budget allocation and attend a live session covering the 3C framework in action, leveraging tools such as Google Analytics (GA4) for customer insight.

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

    Activity: Explore new tools and techniques to develop compelling, targeted content. Learn about the power of genAI to support the creative process. Understand new skills such as prompt engineering and join a live session to share ideas and discuss the current hot topics in content marketing

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

    Activity: Identify where keywords are placed on a web page. Do keyword research for a live case study and then benchmark your favourite brand in terms of its keyword strategy. Explore the key threats to traditional search: social search and genAI.

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

    Activity: Play with a live simulation that mimics PPC and display ads. Attend live sessions with interactive demos of Google Ads and tips on how you can create, measure and optimise campaigns using genAI tools such as ChatGPT, Gemini and GA4.

    Revise your mindset to think about apps and discover the metrics that help you measure results.

    Activity: Learn about accelerated innovation in smartphone technology and how you can leverage it to create engaging, valuable apps that customers want to keep and use constantly. Join a live session for demonstrations of how genAI can be used to enhance value and creativity and explore the tools needed to build your own winning app.

    Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.

    Activity: Join a demonstration of social media listening tools and gain hands-on tips for executing campaigns through social media channels (e.g. LinkedIn, Instagram, Facebook, TikTok and X). Explore the emerging trend of social search. Apply learnings from the live sessions into a simulation, where you will have the opportunity to create, manage and optimise social media campaigns and understand how AI tools can help with social media planning and listening.

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

    Activity: Explore the latest digital and AI trends in China with an industry guest speaker. Learn how China has been setting the trend for digital, social media and AI worldwide over the last few years.

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

    Activity: Understand the unique challenges that marketers face. Learn about new approaches involving account-based marketing strategies that laser-target key accounts and AI-powered insights that predict customer demands using the latest genAI tools.

    Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy.

    Activity: Explore the idea of customer centricity and how metrics like CLV can identify your best customers and grow your business organically.

    Live session: Learn from faculty about the predicted evolution of search marketing and the AI competition to Google search. 

    Understand the power of developing a seamless and effortless omnichannel customer experience – one that connects all contact channels to be mutually supportive and delivers a consistent brand message.

    Activity: Explore the strategies, tools and tactics that will enable you to create a customer-centric, omnichannel experience one that leverages data and technology to reflect the constantly shifting customer shopping behaviours.

Gain hands-on experience with a simulation project

Example image of certificate that will be awarded after successful completion of this program

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

Faculty Member Lil Mohan

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, 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 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 X 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

Professor 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 have focused particularly on brands and relationships with local sales and distribution units. More info

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 experimenting. A big thank you to the exceptional teaching team! Your know-how and experience helped me to expand my horizons and deepen my knowledge in digital marketing."

— 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 experience. The course materials are engaging and informative and effectively cater to diverse learning styles. Overall, I am extremely satisfied with the course and am confident that it will equip me with the knowledge and skills I need to succeed.

— 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 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 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 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 course, 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 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

  • How do I know if this course is right for me?

    After reviewing the information on the course landing page, we recommend you submit the short form above to gain access to the course brochure, which includes more in-depth information. If you still have questions about whether this course is a good fit for you, please email learner.success@emeritus.org, and a dedicated course advisor will follow up with you very shortly.


    Are there any prerequisites for this course?

    Some courses do have prerequisites, particularly the more technical ones. This information will be noted on the course landing page, as well as in the course brochure. If you are uncertain about course prerequisites and your capabilities, please email us at the ID mentioned above.


    Note that, unless otherwise stated on the course web page, all courses 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 course be offered in the future?

    Check back at this course web page or email us to inquire if future course dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each course includes an estimated learner effort per week. This is referenced at the top of the course landing page under the Duration section, as well as in the course 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 course 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 course 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 course 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 course 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 courses 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 course delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the course in a cohort-based manner the cost of which is already included in the overall course fee of the course.

    A dedicated course 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 course participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the course. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each course 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 course landing page under the Duration section, as well as in the course brochure, which you can obtain by submitting the short form at the top of this web page. All courses are designed to fit into your working life.

    This course is scored as a pass or no-pass. Participants must complete the required activities to pass and obtain the certificate of completion. Some courses include a final project submission or other assignments to obtain passing status. This information will be noted in the course brochure. Please email us if you need further clarification on any specific course requirements.


    What type of certificate will I receive?

    Upon successful completion of the course, 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 course, 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 course?

    No, there is no alumni status granted for this course. In some cases, there are credits that count towards a higher level of certification. This information will be clearly noted in the course 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 course materials for 12 months following the course 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 course?

    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 course 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 course 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 course without missing any of the core course material or learnings.


    What is the course fee and what forms of payment do you accept?

    The course fee is noted at the top of this course web page and usually referenced in the course brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this course 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 course currency via wire transfer or debit card. Please contact your course 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 course 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 course you’re interested in enrolling in.


    Is there an option to make flexible payments for this course?

    Yes, the flexible payment option allows a participant to pay the course 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.


    Who will be collecting the payment for the course?

    Emeritus collects all course payments, provides learner enrollment and course support, and manages learning platform services.


    Are there any restrictions on the types of funding that can be used to pay for the programme?

    Programme fees for Emeritus programmes with London Business School may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008 or similar types of military education funding benefits or (b) Title IV financial aid funds.

  • What is the course refund and deferral policy?

    For the course refund and deferral policy, please click the link here.

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)

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Flexible payment options available. Learn more.