Professional Certificate in Digital Marketing

Programme overview

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

• Business owners in pursuit of digital tools and frameworks they can add to their existing marketing efforts to enhance their results

Learning objectives

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

Learning Journey

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