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.
Week one - Key foundation marketing concepts
Introduction to the ‘Digital Marketing’ environment
Definitions, tools, digital computing technologies, networks and challenges
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
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
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.
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.
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.