Taught course

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

London Business School
University Certificate

Entry requirements

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

This programme is designed for:
  • 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

Make an immediate impact in your organisation with a unified and coherent cross-channel strategy that secures customer loyalty.
Programme impact
Go beyond digital. Go omnichannel.
Apply the latest thinking in modern marketing and become equipped to build an effective omnichannel strategy for your organisation.
Good for you
  • 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

UK students
International students

Qualification, course duration and attendance options

  • University Certificate
    3 months
    • Online learningis available for this qualification

Course contact details

London Business School