Professional Certificate in Digital Marketing

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Course Dates

STARTS ON

30 September 2021

Course Duration

DURATION

21 weeks, online
10-15 hours per week

Course Duration

Pay Nothing While You Learn. Interest-Free Financing Available.
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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

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.

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

£50,217

Average salary for a Digital Marketing Manager in the UK

Source: Glassdoor, August 2021

74%

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

SOURCE: EMARKETER, 2019

116%

Increase in demand for marketers with paid social media skills over the last year

Source- Marketing Week, Feb 2021

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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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

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.

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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.

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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.

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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.

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

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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Pay Nothing While You Learn. Interest-Free Financing Available.

UK Residents

  • Knoma – Interest-free financing options available. Monthly payments starting at £333. Click here to apply

Rest of the World

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