Imperial Digital Marketing: Customer Analytics & Engagement will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your marketing strategy for digital. This programme combines deep consumer insights and strategic brand management with cutting edge analytical tools.
The two month online programme draws on expertise from Imperial College Business School faculty, industry experts and case studies. You will also draw on the expertise of your peers to grow your understanding of digital and the opportunities it bring for your organisation and career.
You will experience live online teaching sessions, video lectures, interactive activities and assignments whilst receiving personal support from a dedicated Learning Team.
You will finish the programme prepared to implement your learnings, and with a verified Digital Certificate from Imperial College Business School Executive Education.
Who should attend?
This international programme is designed for mid to senior-level managers looking to incorporate digital into their organisation's marketing efforts. It is applicable across industries, including advertising, banking, consulting, financial services, FMCG, healthcare, IT and retail.
Identify the most effective digital channels to reach your customer and enhance the reception of your digital marketing efforts
Incorporate marketing analytics tools into your digital marketing strategy and develop an effective digital marketing campaign
Build strong customer-brand relationships digitally and engage your customers effectively
Predict customer behaviour and sentiments using data and turn customer engagement into sales
Allocate your resources across channels efficiently
What you will learn
Module 1: Getting Attention Online
Module 2: Winning Minds, Hearts and Sales: Marketing Analytics
Module 3: Customer Online Engagement
Module 4: Know Better Serve Better: Marketing Analytics
Module 5: Turning Engagement Into Sales
Module 6: Marketing Analytics Approach
Find out more
Professor Eisingerich holds a BSc degree from the London School of Economics, and a PhD from the University of Cambridge, Judge Business School, where he also earned his Master’s Degree.
Professor Eisingerich focuses on brand attachment, consumer engagement, service innovation and digital marketing strategies.
Dr Yildirim received his PhD in Business Administration & Quantitative Methods with a major in Marketing from Carlos III University in Madrid. He holds a BA degree in Business Administration from Marmara University in Turkey.
Dr Yildirim’s research focus is measuring and improving marketing returns on investment.