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

Entry requirements

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise.

• Experienced traditional marketers from corporate communications or non-digital backgrounds looking to learn the latest digital methods.
• Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies.
• Early-career marketers who are digital natives and may have experience with some components of the marketing mix, but seek to build broader capabilities for career growth.
• Professionals from a non-marketing field making a horizontal move into marketing, such as product development, HR, operations, finance and customer service.

Months of entry

January, March, June, September, November

Course content

• Learn how to use the 3C Framework, as well as which success metrics to track across different marketing activities.
• Learn how to develop an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition.
• Interact through live sessions with LBS faculty and marketing simulations.
• Contribute to discussion boards moderated by the learning facilitator and build your global peer network.
• Build credibility with a London Business School certificate of completion.

What you learn

• 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?

How you learn

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.

Your learning experience

• 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.

Fees and funding