Marketing in the New Digital Era
Master digital marketing strategy, explore AI tools, and apply insights from global case studies to drive business success.
Duration
3 weeksWeekly study
3 hours100% online
How it worksDigital upgrade
Free
Marketing in the New Digital Era
Develop core skills for digital marketing success in a connected world
The world of marketing has transformed in the digital era. Learn how to drive business success with data, digital platforms, and innovative engagement on this three-week course from Salford Business School.
Designed for professionals and future MBA candidates, this course blends theory and practice to give you a strategic edge with real-world case studies and hands-on strategy tools.
Understand digital marketing fundamentals and consumer behaviour
Explore the evolution of marketing in a digital-first world and the essential tools used to engage modern consumers.
You’ll dive into customer-centric strategies powered by AI and automation, and consider the ethical implications of behavioural targeting and data use.
This foundation will help you see the full picture of today’s digital marketing environment.
Build strategic campaigns using segmentation and predictive insights
Discover how to use segmentation, targeting, and positioning (STP) to reach your audience effectively.
With guidance from real brand campaigns, you’ll analyse key performance indicators (KPIs), use data to make decisions, and build strategies with ROI in mind.
You’ll also learn how AI and machine learning enable personalised campaigns that resonate at scale.
Plan and execute impactful digital marketing campaigns
Finally, develop practical skills in campaign planning and execution. Learn to conduct digital SWOT and PESTEL analyses, set SMART goals, and select the right marketing channels for different business goals.
You’ll walk away with the expertise to assess crisis management tactics and future-proof your digital strategy with the support of real examples from Tesla, Starbucks, and more.
Syllabus
Week 1
The Foundations of Digital Marketing
Learning Overview
This self-paced online short course empowers learners to critically evaluate marketing and its role in modern business, strategic marketing tools and planning digital marketing campaigns.
The Foundations of Digital Marketing
Core principles of digital marketing and its role in business strategy.
Understanding the Digital Consumer
As digital becomes the norm, our buying habits have evolved. Here, we will investigate the digital consumer.
The Role of Digital in the Marketing Mix
The marketing mix is not new, but it is changing and responding to the new environments.
Preparation for Learning Check One: The Foundations of Digital Marketing
Read the article in preparation for your first learning check.
Learning Check One
Read the article in preparation for your first learning check.
Wider reading
These links will help you to develop your knowledge.
Week 2
Strategy, Segmentation & Digital Positioning
STP in Digital Marketing
Strategy, segmentation, and digital positioning work together as a unified approach for businesses to maximise their online presence.
STP in a Digital World
In digital marketing, STP means using data to segment audiences, target the right groups, and position the brand with personalised content for better engagement and ROI.
Case Studies - Successful Digital Marketing in Action
The article provides insights into 10 successful digital marketing campaigns.
Learning Check Two
Read the article based on Coca-Cola’s Integrated Digital Campaign ready for your learning check quiz.
Wider reading
Expand your knowledge of STP in the digital world.
Week 3
Digital Campaign Planning & Execution
Building a Digital Marketing Plan
A well-structured digital marketing plan ensures that your online strategy is targeted, measurable, and aligned with business goals.
Selecting the Right Digital Marketing Channels
An effective digital marketing strategy requires selecting the most suitable mix of channels to reach your audience, deliver value and drive results.
Crisis Management and Digital Strategies
This section explores how to protect and enhance your brand’s reputation during digital disruptions.
Case study - Digital Marketing Plans
PepsiCo’s Digital Crisis Management in 2024
Learning Check Three - Building a Digital Marketing Plan
Based on the case study provided, you will complete a quiz. The quiz is based on the themes within building a digital marketing plan.
Learning Check Three - Building a Digital Marketing Plan
You will complete your week 3 learning check based on the case study provided.
Wider reading
Reviewing the additional reading will enhance your knowledge further in the field of digital marketing planning.
Next steps in your professional development journey
Now you have completed the module learning materials, you can step onto our next module or sign up for our Global MBA with Salford Business School.
When would you like to start?
Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.
Available now
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- Evaluate the methods and tools required to create successful digital marketing strategies and campaigns
Who is the course for?
This course is designed for junior, mid, and senior managers and professionals who have completed an undergraduate degree and want to sharpen their digital marketing expertise.
Who will you learn with?
I am experienced higher education curriculum developer, leader, researcher, learning and teaching specialist, and project lead for Carbon Literacy in Salford Business School. I teach on the GMBA
Who developed the course?
Salford Business School
Salford Business School offers practical knowledge, forward-looking skills and expert insights to nurture our learners and prepare them for a successful career.
What's included?
Salford Business School are offering everyone who joins this course a free digital upgrade, so that you can experience the full benefits of studying online for free. This means that you get:
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
- Share ideas with your peers and course educators on every step of the course
- Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
- Complete 90% of course steps and all of the assessments to earn your certificate
Want to know more about learning on FutureLearn? Using FutureLearn
Do you know someone who'd love this course? Tell them about it...
More courses you might like
Learners who joined this course have also enjoyed these courses.
Browse more in Business & Management
