The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
TBD
9 weeks, online
5–7 hours per week
Our participants tell us that taking this programme together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Imperial Social Media Marketing and Customer Engagement starting on TBD .
We’ve sent you an email with enrolment next steps. If you’re ready to enrol now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.Social media should be top of the list of your sales tools. Engagement, clicks, likes, pins and posts are just waiting to be monetised, but you need a social media strategy to transform scrollers’ curiosity into revenue. Social Media Marketing and Customer Engagement from Imperial College Business School Executive Education is an online certificate programme that teaches you to improve business performance and sales through every connection you make on social media.
Why Now?
With 36 million Facebook users in the UK generating £1.27 billion in revenue and the UK pool of active social media users expanding by 2.3 million since 2020, your organisation needs to take social media seriously as an instrument of business growth. According to HootSuite reports, among digital users aged 16—64, a whooping 98 per cent engaged with social media in the past month.
This hands-on certificate programme offers a comprehensive curriculum to expand your knowledge of social media marketing. The benefits are clear: HubSpot reports that 89 per cent of consumers buy from brands they follow on social media, and 67 per cent of marketers say social media generates leads. Mastering the skills in this programme will be particularly relevant for the following:
Early-Career to Mid-Level Marketing and Digital Marketing Professionals looking to improve social media marketing and customer engagement strategy to convert leads into sales. Ideal for marketers who want to achieve the following:
Social Media/Customer Engagement Managers seeking to improve their social media strategies and engage more customers. Ideal for managers seeking to focus on:
The innovative thinking at Imperial College London has made the school a worldwide leader in the fusion of business, technology and an entrepreneurial mindset. The Social Media Marketing and Customer Engagement programme blends the academic and the applicable, providing hands-on tools and best practices to turn engagement with your social media content into revenue and return customers. You’ll learn skills that enable you to:
At the end of this 9-week online programme, you will be able to:
Acclimatise to the learning platform, make introductions and prepare for upcoming sessions.
In this first section dedicated to translating customer engagement into sales, you’ll identify examples of good and bad profits, create a plan to improve your net promoter score, expand customer participation, improve brand transparency, evaluate the impact of a social media campaign and learn to classify people as influencers, advocates or both.
In this second engagement section, you’ll increase your organisation's customer engagement by creating memorable messaging, identifying communication strategies used in different ads and evaluating challenges or barriers for turning engagement into sales.
In the first of two sections focused on using social media as a business tool, you’ll identify appropriate and inappropriate uses of social media marketing, channels and measures, suggest appropriate content for different social media channels, analyse different aspects of social media campaigns, apply social media policy as a preventative measure and make campaign improvements by reading different social media campaign measures.
In the final module, you’ll identify appropriate uses for different social media platforms by selecting the most widely adopted platforms for different locations and demographics, identifying different social media platforms and formats for content, comparing messenger platforms, evaluating a platform’s success using different metrics and predicting important emerging platforms and changes in user behaviour using different tools.
Acclimatise to the learning platform, make introductions and prepare for upcoming sessions.
In the first of two sections focused on using social media as a business tool, you’ll identify appropriate and inappropriate uses of social media marketing, channels and measures, suggest appropriate content for different social media channels, analyse different aspects of social media campaigns, apply social media policy as a preventative measure and make campaign improvements by reading different social media campaign measures.
In this first section dedicated to translating customer engagement into sales, you’ll identify examples of good and bad profits, create a plan to improve your net promoter score, expand customer participation, improve brand transparency, evaluate the impact of a social media campaign and learn to classify people as influencers, advocates or both.
In the final module, you’ll identify appropriate uses for different social media platforms by selecting the most widely adopted platforms for different locations and demographics, identifying different social media platforms and formats for content, comparing messenger platforms, evaluating a platform’s success using different metrics and predicting important emerging platforms and changes in user behaviour using different tools.
In this second engagement section, you’ll increase your organisation's customer engagement by creating memorable messaging, identifying communication strategies used in different ads and evaluating challenges or barriers for turning engagement into sales.
Orientation
Reflection assignments
Video lectures
Practical tools
Interactive activities
Continuous programme access
Social media users are not passive scrollers. They represent a huge market actively seeking your organisation's content, products and services. HubSpot reports that social media users are 71 per cent more likely to make a purchase based on social media referrals, and more than 60 per cent of Gen Zers follow brands they like on social media. The trackable habits of social media users serve as your organisation's satnav, locating where to spend your media, marketing and advertising budget.
Number of times each month UK Facebook users click on an ad
Average amount of time each day spent on social media
Andreas Eisingerich
Omar Merlo
Daniel Rowles
Andreas Eisingerich
Imperial College London, Professor of Marketing, Head of the Analytics, Marketing and Operations Department, Co-Academic Programme Director of the MSc Strategic Marketing programme online
Best known for his work on customer–brand relationships and service research, Dr Eisengerich is co-author of Brand Admiration: Building a Business People Love. His research centres on the elevating benefit of brands, effective use of cognitive behavioural therapy (CBT) and gamification in the context of mobile health (mHealth) solutions, the design of digital applications for enhanced user well-being, consumer attachment to digital offerings, reducing the demand for illegal wildlife products, and consumer relationships with brands in different business and industry contexts.
His work has appeared in some of the most prestigious publications in the world, including Journal of Marketing, Harvard Business Review, The Wall Street Journal, and MIT Sloan Management Review. He has collaborated with the Bill & Melinda Gates Foundation, World Health Organisation, UNAIDS, and the World Wildlife Fund. He holds a bachelor’s degree from London School of Economics and a master’s and Ph.D. from University of Cambridge Judge Business School.
Omar Merlo
Imperial College Business School, Associate Dean and Academic Director of the MSc Strategic Marketing programmes, Assistant Professor
Dr. Merlo’s main teaching, research, and consulting interests are in the areas of strategic marketing, services and relationship management, customer engagement, and customer management. His awards have included a European Union Award for Excellence and a Fellowship from the Swiss Research Fund.
His research has appeared in many academic and professional journals, including Industrial Marketing Management, European Journal of Marketing, and MIT Sloan Management Review. He has consulted with global organisations such as McKinsey & Co., Samsung, Airbus, ING Bank, Nissan, Barclays, HSBC, Canon, and Audi. He holds a bachelor’s degree in business and political science, a master’s degree in business strategy, and a Ph.D. in marketing strategy from the University of Melbourne.
Daniel Rowles
Imperial College Business School Lecturer, Director of Imperial Digital Transformation Strategy Programme, CEO of Target Internet Ltd.
With more than 25 years of experience in digital marketing and digital transformation on both the client side and agency side, Rowles is a Fellow of the Chartered Institute of Marketing and has helped organisations of all types and sizes to use digital marketing effectively, working with clients such as BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Brothers. He is the voice of the Digital Marketing Podcast, a Top 10 business podcast on iTunes. He has authored marketing books that have been translated into 12 languages.
He holds a bachelor’s degree in computer systems engineering from University of Sussex and a master’s degree in computer science from The Open University.
Upon completion of the programme, participants will be awarded a verified digital certificate by Imperial College Business School Executive Education.
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