Strategic-Marketing-header

Learn to think in the terms of a professional marketer

This Summer School course will review and appraise contemporary digital marketing strategy, latest leading edge developments, literature and industry best practice, to provide you with a comprehensive understanding of 21st century marketing.

You will be taught to think with the mindset of a professional digital marketer, develop skills to evaluate specialist marketing literature and apply digital marketing concepts to the rapidly evolving global digital economy.

Course content

Week one - Key foundation marketing concepts

  • Introduction to the ‘Digital Marketing’ environment

  • Definitions, tools, digital computing technologies, networks and challenges

  • Energy consumption

Week two - Knowledge Deep Dive – generating competitive advantage

  • The changing relationship with the customer – development of a new ‘non – linear’ relationship

  • Impact on branding

  • The development of ‘e’ commerce and the retail revolution

  • Social media

  • Database development

  • Search engine optimisation and marketing

  • Analytics and campaign measurement

Week three – Best practice and application

  • Global leaders of best practice digital marketing

  • Future trends and developments

Teaching methods

Delivered by a mix of face-to-face lectures and classes. Lecture content and class material will be made available through an interactive online teaching and learning hub – The Summer School Hub.

Workshops will use interactive simulation, case studies, structured discussions and in-class exercises to demonstrate the application of concepts as you learn. You will also be expected to complete significant private study, exam preparation and group assignment work outside of your scheduled classes.

Assessment

  • One group assignment – (30% of final mark)

  • One final individual examination – (70% of final mark)

Imperial College London will issue an official transcript with a final overall numerical mark – a breakdown of results will not be provided.

Imperial College London reserves the right to change or alter the courses offered without notice.

Admissions

Academic level: Equivalent to an undergraduate course

Suggested credit level: 3 – 4 US / 7.5 ECTS credits. Your home institution will determine how much credit is awarded

For more details view our entry requirements.

Key information

Session two

Course dates

20 July - 7 August 2020

Early-bird fees 

One session: £1,980

Two sessions: £3,564