The Professional Certificate in Digital Marketing will develop effective digital marketers who can devise powerful digital marketing strategies for brands.
This 21-week online programme will provide you with in-depth knowledge of the latest digital marketing tools and techniques. It was also help you understand ways to leverage digital marketing channels and consumer analytics, develop a deep insight into consumer behaviour, and effectively market to your customers.
Throughout this programme, you will benefit from the deep knowledge of our expert faculty, learn from video lectures and hands-on activities, and receive personal support from programme advisors to help propel your career in digital marketing. As part of the capstone project, you will complete a strategic plan to implement digital marketing initiatives within your own organisation.
You will finish the programme prepared to implement what you have learned, and with a verified Digital Certificate from Imperial College Business School Executive Education.
Who should attend?
This international programme is suitable for:
Early- to mid-level marketing professionals seeking to develop a comprehensive understanding of digital marketing and to develop their careers
Job seekers and career switchers looking to make a formal switch into digital marketing
Consultants aiming to strengthen their knowledge of digital marketing tools and strategies as a way to develop better solutions for their clients
This programme will enable you to:
Gain an in-depth perspective of 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
What you will learn
Module 1: Customer Behaviour, Segmentation, and Journey Mapping
Module 2: Online Product Positioning
Module 3: Paid Search
Module 4: Search Engine Optimisation (SEO)
Module 5: Content Marketing
Module 6: Email Marketing
Module 7: Winning the War of Attention and Online Advertising
Module 8: Online Customer Engagement I
Module 9: Online Customer Engagement II
Module 10: Social Media Marketing: Paid and Organic
Module 11: Social Media Marketing: Platforms
Module 12: Customer Segmentation in the Age of Big Data
Module 13: Artificial Intelligence in Digital Marketing
Module 14: Digital Performance Metrics
Module 15: A/B Testing
Module 16: Sentiment Analysis
Module 17: Brand Management in the Digital World
Module 18: Managing Customer Relationships
Module 19: Frameworks for Implementing Digital Marketing
Module 20: Capstone Project
Professor Andreas Eisingerich
Professor of Marketing and Head of the Department of Analytics, Marketing & Operations
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 Omar Merlo
Dr Merlo is Academic Director of the MSc Strategic Marketing programme at Imperial College Business School. He holds degrees in Business and in Political Science, and an Honours degree in Business Strategy. He earned his Ph.D. in marketing strategy from the University of Melbourne. His main teaching, research and consulting interests are in the areas of strategic marketing, services and relationship management, customer engagement and customer management.
Daniel Rowles is a Lecturer at Imperial College Business School, CEO of TargetInternet.com and Programme Director of the Imperial Digital Transformation Strategy Programme. Daniel has been working in Digital Marketing for the past 20 years, with extensive experience working both client-side and within the agency environment. He is also a Course Director for the CIM and a certified Google Squared trainer.
Dr Gokhan Yildirim
Associate Professor of Marketing
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.
Become an Associate Alumni
Take your partnership with Imperial College Business School to the next level by becoming an Associate Alumni. Complete more than eight days of our programmes to claim 'Associate Alumni' status and join our active alumni community.