Professional Certificate in Digital Marketing

Boost your impact across channels with effective digital marketing skills

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Course Date

STARTS ON

23 April 2024

Course Duration

DURATION

21 weeks, online
10-15 hours per week

Course Fee

PROGRAMME FEE

£3,556 and get £399 off with a referral

Course Information Flexible payment available
Course Fee

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Develop Future-Ready Skills Today

Emeritus is collaborating with Imperial College Business School Executive Education to help you build future-ready skills. Enrol before and get up to 11% tuition assistance to set yourself up for professional success.​

Application Details

Tuition assistance is live as per below schedule. The full programme fee is £3995 as of the start date.

programme fee

£3,556

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Drive growth with AI-powered digital marketing

The rapidly evolving digital ecosystem has revolutionised online consumer behaviour, prompting marketers to leverage new technologies. As a result, digital marketing has become essential for effectively targeting audiences, influencing purchasing decisions and driving growth. To stay relevant and competitive, it’s imperative to adapt to new digital marketing tools and strategies that are pertinent now and adaptable to future needs.

The Professional Certificate in Digital Marketing is an immersive and interactive 21-week online programme from Imperial College Business School Executive Education that allows you to deep-dive into modern digital marketing skills and competencies, including the hands-on use of cutting-edge tools, AI-driven digital marketing strategies, and sentiment analysis techniques. Designed to bolster marketing impact across various platforms, this programme facilitates enhanced career progression in today's diverse digital landscape. Successful completion of the programme earns associate alumni status, providing you with access to the dynamic Imperial College London community.

80%

of marketers across the globe have successfully integrated some form of AI into their online marketing efforts.

Source: Statista

60–65 million

new jobs could be created by the digital economy by 2025 to boost productivity, many of them requiring functional digital skills.

Source: McKinsey & Company

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.

Participant testimonials

"I found all aspects of the social media/paid advertising elements and customer behaviour parts very interesting. These will be extremely useful going forward. I found the office hour with the learning facilitator also very useful, as this added more explanation to the content."

— Katherine Fowler, Implementation Project Manager, John Lewis

"The best parts were the playgroup activities, as they taught you a lot, the office hours, as you got the chance to ask questions and the capstone project, as it was a tool that summarised the learning."

— Paula Haddad, Commercial & Marketing Consultant, PFH Consult

"As a marketer, all programme elements were great. New for the digital marketing part, valuable refreshment for the basic marketing concepts."

— Michael Jansen, Senior Marketing Manager, Zehnder Group International AG

"I loved the practical topics on digital marketing, which gave opportunities to real life hands-on practice."

— Deborah Ameh, Director of Digital Marketing, Hilltop Social

"The programme modules and other information were all put together in an easy-to-follow framework, and at the end of the programme, I was able to apply it all through the capstone project."

— Rozana Yunos, Head of Corporate Services, Dynamik Technologies

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

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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Capstone project

Capstone project

Complete your learning journey with a capstone project consolidating concepts explored during the programme. You will construct a comprehensive situational analysis, objectives, strategy, tactics, action and control (SOSTAC) digital marketing plan for your organisation. This strategy aims to bolster attention, engagement and sales of a product or service with a feasible plan that can directly be actioned for your organisation’s needs.

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.

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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.

Professional Certificate in Digital Marketing with Imperial Executive Education

Imperial College Business School Executive Education's in-depth, hands-on curriculum equips you with valuable expertise in digital marketing tools, practical AI strategies and critical thinking for strategic decision-making. A blend of distinguished faculty, industry professionals and a global network enriches the experience, solidifying the programme's transformative impact on your career in digital marketing.

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

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

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.

Certificate

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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Financing Option

We want to ensure that the Professional Certificate in Digital Marketing is accessible to all. As such, we offer the following financing option:

Flexible Payment Option (For All Countries)

Choose to make your payment in two, three, or six instalments for higher flexibility.

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 on whether this programme is a good fit for you, please email learner.success@emeritus.org, and a dedicated programme adviser 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 learner.success@emeritus.org for assistance.


    What are the requirements to earn a certificate?

    This is a graded programme. You will be required to complete a combination of individual assignments, quizzes, and a final project. Each component carries a certain number of points and a cumulative score of 75% is required to pass and obtain your professional certificate.


    Will I be guaranteed a job upon completion of the programme?

    The primary objective of this programme is to give you the skills you need to be prepared for a job in this field. While eligible participants will receive career coaching and support and may receive introductions to our hiring partners, job placement is not guaranteed.

  • How much time will I be expected to devote to this programme?

    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 I spend my time in this programme?

    You will divide your learning time between viewing recorded coding demos, video lectures, contributing to class discussions, completing assignments, projects, and knowledge checks, and attending optional live sessions with industry experts and programme leaders.


    How is the programme administered? Can the programme be accessed anytime?

    The programme is accessed through the custom learning portal. This portal will give you access to all programme-related content such as video lectures, assignments, and discussions. Live office hours will be conducted using a webinar tool.

    The video lectures and assignments are accessible weekly throughout the programme. In the event you miss a live session, a recording will be made available.


    Do I need to attend live sessions every week?

    Faculty video lectures are recorded, allowing you to watch these on your own schedule. However, participation in optional live sessions and discussion boards is highly encouraged. Live sessions will give you the opportunity to draw on the coding experience of our industry-experienced course leaders to answer your questions and help reach your learning goals. The discussion boards are also an integral part of the learning experience, giving you and your peers the opportunity to learn together, along with guidance from the moderators.


    Can I download the programme videos?

    You can download video transcripts, assignment templates, readings, etc. However, the video lectures are only available for streaming and require an internet connection.


    How do I interact with other programme participants?

    You can communicate with other participants through our learning platform. You will be able to form groups based on your interests and location. A direct messaging feature is also available through the platform.


    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 percent 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.

  • 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 contact us at learner.success@emeritus.org 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, 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 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 toward 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 learning platform and all programme materials (videos excluded) for one full year following the programme start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment is needed or the technical requirements for this programme?

    To successfully complete this programme online, you must have access to a device meeting the minimum requirements, found here. In addition, RStudio, Microsoft Office or similar product and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts in all programs. Please check the learning platform on the first day of class.


    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. You can download files of video transcripts, assignment templates, readings, etc. Video lectures must be streamed via the internet and webinars and small group sessions will require an internet connection.

  • What is the programme fee for the programme and what forms of payment do you accept?



    What if I don’t have a credit card – is there another mode of payment accepted?

    Yes, you can do the bank remittance via wire transfer. Please contact your programme adviser for more details.


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

    Yes. Flexible payment options are available for this programme. We partner with loan partners to offer you flexible and transparent loan options. More information about loan financing is available here. Installment payments are also available—you can find the options here.


    Does the programme fee include taxes? Are there any additional fees?

    Yes, the programme fee is inclusive of any taxes with the exception of GST for Singapore residents.

  • What is your refund policy?

    After a participant has withdrawn, they will no longer be able to attend live sessions or 1:1 sessions with course leaders, mentors, or career coaches; submit work for review; or access their programme dashboard or curriculum.


    Time of Refund Request

    • Within 15 days after course commencement
    • 16 to 30 days after course commencement
    • More than 30 days after course commencement

    Amount Refunded

    • Full refund of course Fee
    • 50% of course fee
    • No refund of course fee

    How do I request a refund?

    Participants who would like to cancel their enrolment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Withdrawal Request Form. This form must be submitted by midnight UTC of the last day of the trial period to be eligible for a full refund. No cancellations will be processed unless this form is received. Refunds will be issued within 30 days after the effective date of withdrawal or dismissal.



    Can I defer to a future cohort?

    Participants have the option to request a deferral to a future cohort within the first 30 days from their programme start date. Cohort changes may be made only once per enrolment and are subject to the availability of cohorts and scheduled at the discretion of Emeritus. Participants requesting a deferral must be in good academic standing. Participants who would like to defer their enrolment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Deferral Request Form.

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 Advisers or call us at +44 11 4697 4544 (UK) / +1 315 618 2562 (US) / +65 3129 8674 (SG)

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