Mastering Digital Marketing: SEM, SEO, Social Media and Beyond - Online

• How does the new digital consumer behave and how does marketing look different in the social-digital age?

• What is content marketing and why is it so important?

• What metrics tell us when content marketing is working?

• How do search engines work and why is search so central to digital marketing success?

• Which strategies convert best on AdWords and Amazon Marketplace?

• How do we leverage mobile advertising?

• How do we build advocacy across social networks?

• How can we integrate wallets, apps and payments into one cohesive loyalty strategy?

• What is location-based mobile marketing and how does it fit into an omnichannel approach?

• What is the omnichannel customer journey – what are the touchpoints and how does it convert into a strategy?

Module 1 | Introduction to digital marketing and the 3C Framework
Learn 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. 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 | 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 listening-response 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  
Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy.

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.

• 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&A’s 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.

Do I need to attend the whole Executive Education programme

• Yes. To optimise the learning experience for you and your cohort, you will be expected to attend all programme sessions including group work and coaching sessions. You'll also be expected to take part in peer-to-peer learning.

Can I complete the programme in my own time?

• Yes. Learn across 6 weeks through a blend of live online and self-directed content.

Are there any formal exams?

• There are no formal exams for our Short Live Online courses. However, you may be required to complete some pre-work before the programme starts. This could include tasks such as reading through resources or writing a short bio. You might also want to familiarise yourself with the learning platform and start connecting with other learners. Your Programme Manager will let you know exactly what’s required before the programme starts.