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Courtlyn

Promotion and Events Specialist

Professional Certificate in Digital Marketing

Gain cutting-edge digital marketing skills to boost your impact and your career

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Course Date

STARTS ON

30 May 2023

Course Duration

DURATION

21 weeks, online
10-15 hours per week

Course Fee

PROGRAMME FEE

£3,995 or get £399 off with a referral

Course Information Flexible payment available
Course Fee

For Your Team

Enrol your team and learn with your peers

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Identify, influence and impact customers online

The rapidly evolving digital ecosystem has significantly changed online consumer behaviour. There has been exponential growth in digital adoption, as consumers and businesses increasingly leverage online channels. As a result, digital marketing is arguably the most potent tool brands have to effectively reach their target audiences.

The Professional Certificate in Digital Marketing is an immersive and interactive 21-week online programme from Imperial College Business School Executive Education, designed to equip you with the most in-demand digital marketing skills. This programme will provide you with hands-on experience using the latest tools and techniques to boost your marketing impact across platforms and accelerate your career in an increasingly digital world. Additionally, successful completion of the programme will confer Associate Alumni status, enabling you to join the active community of Imperial College London learners.

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Who is this programme for?

The Professional Certificate in Digital Marketing is suitable for:

  • Early- to mid-career marketing professionals seeking to develop a comprehensive understanding of digital marketing to accelerate their career. Titles may include marketing manager, marketing analyst, brand manager, communications manager and sales and marketing assistant.
  • Job seekers and career switchers looking to make a formal switch into digital marketing. Titles may include professionals both within and outside of the marketing field.
  • Consultants aiming to strengthen their knowledge of digital marketing tools and strategies as a way to develop better solutions for their clients. Titles may include principal consultant, digital marketing consultant, marketing consultant and digital strategy consultant.
  • Business owners in pursuit of digital tools and frameworks that they can add to their existing marketing efforts to enhance their results.
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Programme highlights

This programme will help you gain in-demand skills to understand customer psychology and segmentation, derive actionable insights from big data using analytics and leverage digital marketing strategies to drive favourable business outcomes for your organisation.

This programme will enable you to:

  • Gain an in-depth perspective on the digital marketing tactics needed to succeed in this field
  • Discover how emerging analytics, tools, and technologies can be leveraged to gauge consumer behaviour
  • Build comprehensive roadmaps for your clients to support their digital marketing efforts
  • Understand customer-segmentation strategies and devise ways to improve customer experience
  • Gain insights on the latest artificial intelligence (AI) developments and how these relate to digital marketing
  • Stay up to date with the latest developments in the continually evolving field of digital marketing
  • Introduce and lead digital marketing initiatives within your own organisation
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£50,344

Average salary for a Digital Marketing Manager in the UK

Source: Glassdoor

28%

Projected increase in 2022 digital marketing spend in the UK

Source: Statista

74%

Digital spending's share of the total media ad spending in the UK by 2023

SOURCE: EMARKETER

What you will learn

Week 1:

Introduction

Week 2:

Customer Behaviour, Segmentation, and Journey Mapping

Week 3:

Online Product Positioning

Week 4:

Paid Search

Week 5:

Search Engine Optimisation (SEO)

Week 6:

Content Marketing

Week 7:

Email Marketing

Week 8:

Winning the War of Attention and Online Advertising

Week 9:

Online Customer Engagement I

Week 10:

Online Customer Engagement II

Week 11:

Social Media Marketing I - Paid and Organic

Week 12:

Social Media Marketing II - Platforms

Week 13:

Customer Segmentation and Big Data

Week 14:

Artificial Intelligence in Digital Marketing

Week 15:

Driving Sales With Digital Performance Metrics

Week 16:

A/B Testing

Week 17:

Sentiment Analysis

Week 18:

Brand Management in the Digital World

Week 19:

Managing Customer Relationships

Week 20:

Framework for Implementing Digital Marketing

Week 21:

Capstone Project

Week 1:

Introduction

Week 12:

Social Media Marketing II - Platforms

Week 2:

Customer Behaviour, Segmentation, and Journey Mapping

Week 13:

Customer Segmentation and Big Data

Week 3:

Online Product Positioning

Week 14:

Artificial Intelligence in Digital Marketing

Week 4:

Paid Search

Week 15:

Driving Sales With Digital Performance Metrics

Week 5:

Search Engine Optimisation (SEO)

Week 16:

A/B Testing

Week 6:

Content Marketing

Week 17:

Sentiment Analysis

Week 7:

Email Marketing

Week 18:

Brand Management in the Digital World

Week 8:

Winning the War of Attention and Online Advertising

Week 19:

Managing Customer Relationships

Week 9:

Online Customer Engagement I

Week 20:

Framework for Implementing Digital Marketing

Week 10:

Online Customer Engagement II

Week 21:

Capstone Project

Week 11:

Social Media Marketing I - Paid and Organic
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Case studies

Case studies and industry examples featured in the programme will help you better understand customer behaviour and the use of analytics in customer segmentation and targeting.

Decorative image relating to text that follows

Starbucks

Learn how the world’s largest coffeehouse chain gauges customer behaviour through psychographic and job-related segmentation.

Airbnb

Analyse how the online marketplace for lodging and vacation rentals uses the statistical programming tool R to generate product insights, interpret experiments, and build predictive models.

Old Spice

Discover how P&G rekindled consumer interest in Old Spice through distinct, non-traditional marketing approaches with the “Smell Like a Man” (SLAM) campaign.

Target

Understand how the retail giant’s powerful targeted marketing campaign backfired when a customer found out his teenage daughter was pregnant. Evaluate the pros and cons and the need to exercise caution while deploying marketing techniques.

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Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.

Faculty

Faculty Member Professor Andreas Eisingerich

Professor Andreas Eisingerich

Programme Director, Imperial College Business School

Andreas Eisingerich is a Professor of Marketing at Imperial College Business School and the Head of the Department of Analytics, Marketing and Operations. He holds a PhD and a master’s degree from the Cambridge Judge Business School, and a bachelor’s degree from the London School of Economics. More info

Faculty Member Daniel Rowles

Daniel Rowles

Imperial College Business School

Daniel Rowles is a Lecturer at Imperial College Business School, Chief Executive Officer of TargetInternet.com, and Director of the Imperial Digital Transformation Strategy Programme. He is also a Course Director at The Chartered Institute of Marketing and a certified trainer for the Squared Online Digital Marketing Course developed with Google and powered by Avado. More info

Faculty Member Dr Gokhan Yildirim

Dr Gokhan Yildirim

Imperial College Business School

Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School. He received his PhD in Business Administration and Quantitative Methods with a major in Marketing from Carlos III University in Madrid. He also holds a BA in Business Administration from Marmara University in Turkey. Dr Gokhan’s research focus is measuring and improving marketing returns on investment. More info

Faculty Member Dr Omar Merlo

Dr Omar Merlo

Imperial College Business School

Omar Merlo is an Academic Director and Assistant Professor in Marketing at Imperial College Business School. Previously he was Lecturer in Marketing at the University of Cambridge. He obtained his PhD in Marketing Strategy from the University of Melbourne. His research focuses on customer engagement and the strategic role of marketing within organisations. More info

Faculty Member Professor Andreas Eisingerich

Professor Andreas Eisingerich

Programme Director, Imperial College Business School

Andreas Eisingerich is a Professor of Marketing at Imperial College Business School and the Head of the Department of Analytics, Marketing and Operations. He holds a PhD and a master’s degree from the Cambridge Judge Business School, and a bachelor’s degree from the London School of Economics.

Professor Andreas focusses on brand attachment, consumer engagement, service innovation and digital marketing strategies. His current research projects are on the effective use of cognitive behavioural therapy and gamification in the context of mobile health solutions. His research also focuses on the design of digital applications for enhanced user wellbeing, consumer attachment to digital offerings, reducing the demand for illegal wildlife products, psychological ownership in a sharing economy and consumer relationships with brands in various business and industry contexts.
Faculty Member Daniel Rowles

Daniel Rowles

Imperial College Business School

Daniel Rowles is a Lecturer at Imperial College Business School, the Chief Executive Officer of TargetInternet.com, and Director of the Imperial Digital Transformation Strategy Programme. He is also a Course Director at The Chartered Institute of Marketing and a certified trainer for the Squared Online Digital Marketing Course developed with Google and powered by Avado. Daniel has over 20 years experience in digital marketing, working both on the client side and within the agency environment.
Faculty Member Dr Gokhan Yildirim

Dr Gokhan Yildirim

Imperial College Business School

Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School. He received his PhD in Business Administration and Quantitative Methods with a major in Marketing from Carlos III University in Madrid. He also holds a BA in Business Administration from Marmara University in Turkey. Dr Gokhan ’s research focus is measuring and improving marketing returns on investment. He examines strategic problems such as long-term effectiveness of digital and non-digital marketing efforts, marketing resource allocation in cross-channel environments and linking consumer mindset metrics to financial performance. Dr Gokhan uses applied time-series econometrics and dynamic programming tools to offer insights into these topics.
Faculty Member Dr Omar Merlo

Dr Omar Merlo

Imperial College Business School

Omar Merlo is an Academic Director and Assistant Professor in Marketing at Imperial College Business School. Previously he was Lecturer in Marketing at the University of Cambridge. He obtained his PhD in Marketing Strategy from the University of Melbourne. His research focuses on customer engagement and the strategic role of marketing within organisations. As a consultant and executive educator, he has worked with a wide range of organisations around the world including McKinsey & Co., Airbus, Petronas, Samsung, Agricultural Bank of China and ING Bank.

Learning Facilitators

Faculty Member Karen Howells

Karen Howells

Management lecturer, specialising in entrepreneurship, marketing and strategic management

Dr Karen Howells is a management lecturer, specialising in entrepreneurship, marketing and strategic management. She is is currently an external examiner and advisor for a number of UK Universities and a volunteer for EESW - STEM Cymru, Engineering Education Scheme Wales. Karen has published extensively in an eclectic list of topics, such as Tactical Intelligence Collection, the use of AI in sentiment analysis of social media network data, as well as many articles in entrepreneurship. She is an Editorial Board member of the Journal of Media Management and Entrepreneurship, and the Journal of Global Business Insights...

Liliana Caimacan

Leading expert on innovation, communication, and business strategy

An experienced, international business leader, Liliana has been leading transformational growth across brands and portfolios to drive step changes in business results for over 20 years. She is a leading expert on innovation, communication, and business strategy within the FMCG and luxury industries, working with top blue-chip companies: Unilever, Tata, on world-class brands and portfolios. Her sector experience covers Consumer Goods, Personal Care, Home Care, Foods, Refreshments, and Luxury, as well as driving disruptive innovations projects. She holds a Master’s in Marketing & Communications and an Executive MBA...

Participant testimonials

‘The parts taught by Omar Merlo and Daniel Rowles, together with our learning facilitator Karen Howells' handling of the modules, were the best parts of the programme for me. I also appreciated the fact that the programme covered topics like marketing analytics, lead generation and sentiment analysis.’

— Kabolobari Bornu, Digital Marketing Specialist, Viral Soft Technologies

‘I loved the practical topics within the programme, which gave opportunities for real-life, hands-on practice.’

— Deborah Ameh, Digital Marketing Manager & Director, Hilltop Social

‘The playgroup activities taught me a lot, and the office hours gave me the chance to ask questions. The capstone project was the best part of the programme, as it was the tool that summarised all my learning.’

— Paula Haddad, Co-Founder and Managing Director, LebDo

Career preparation and guidance

Becoming an effective digital marketer requires a dynamic mix of domain knowledge and impactful communication skills. This programme will guide you in developing a career path in digital marketing by assisting you in crafting your elevator pitch and sharpening your interview skills. These services are provided by Emeritus, our learning collaborator for this programme. The support team includes course leaders and career coaches, who will help you to reach your learning goals and guide you through your job search. The primary goal is to help you with the skills needed to be prepared for a career in the digital marketing field. However, we do not guarantee job placement.

Emeritus provides assistance with the following career-preparation services:

  • Writing noteworthy resumes and cover letters
  • Creating effective LinkedIn profiles
  • Navigating your job search
  • Preparing for interviews
  • Crafting your elevator pitch
  • Negotiating salary

Exercises focused on launching a career in digital marketing include:

  • Job search and interviewing for digital marketing positions
  • Building your personal brand and promoting your skills
  • Communicating digital marketing concepts through a capstone project

Certificate

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

Certificate

Upon successful completion of the programme, participants will receive a verified digital certificate of completion from Imperial College Business School Executive Education.

Take your partnership with Imperial College Business School to the next level by becoming an associate alumnus. Complete the programme to claim your Associate Alumni status and join our active community.

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The Imperial learning experience

Human

At Imperial College Business School, we create people-centric learning experiences. From conception through to delivery, we are guided by the principle that learning is a creative, personal and above all, human process. Our high quality, crafted learning environments are highly interactive, community-orientated and actively tutored. Our programmes offer an engaging experience designed to facilitate natural learning behaviours.

Real

No compromises. Our online programmes offer the absolute equivalent of our campus-based programmes. They adopt the same rigorous academic standards, are delivered via our world-leading faculty and offer a comparable high-touch approach to the classroom experience.

Financing Options Available

UK Residents

  • Knoma – Interest-free financing options available. Contact your Programme Advisor or imperial@emeritus.org to request the application link.

Rest of the World

You can opt for any one of the financing options to cover up to the full cost of the programme tuition. If you are considering financing your programme through one of our partners, the enrolment process can only be completed with the assistance of your programme advisor or by calling +44 18 4277 1068.

Please note that loan applications should be submitted no later than four business days prior to the enrolment deadline due to processing time.

Registration for this programme is done through Emeritus. You can contact us at imperial@emeritus.org or schedule a call with an advisor.