Information about each weeks learning materials

Welcome to Marketing in a Digital Age Short Course

Welcome to this exciting and dynamic short course on Marketing in a Digital Age! As businesses continue to evolve in an increasingly digital world, the ability to understand, apply, and adapt marketing strategies has never been more critical. This module is designed to equip you with both theoretical knowledge and practical skills to navigate the complexities of modern marketing, ensuring that you can contribute effectively to business growth and strategic decision-making.

Throughout this short course, you will explore the fundamentals of marketing in a digital age, understanding its relevance across all business functions. You will gain insight into how digital marketing integrates with broader business strategies and how organisations leverage technology to enhance customer engagement, build brand equity, and drive competitive advantage. By the end of the short course, you will be able to deploy the marketing mix both theoretically and practically, applying it to contemporary brands and organisations to create meaningful marketing strategies.

One of the key focuses of this short course is developing strategic observations and recommendations for the management and communication of brands in a digital-first world. You will analyse how businesses craft their marketing strategies, identifying best practices and opportunities for innovation. Additionally, this short course will provide a critical insight into digital marketing and its transformative role in global business, from social media and content marketing to data analytics and artificial intelligence in marketing strategies.

Section 1: The Foundations of Digital Marketing provides you with a theoretical and practical understanding of digital marketing and its role in modern business strategy.​ This includes the the evolution of marketing in a digital era, understanding the digital consumer and the role of digital in the marketing mix.

• Associated case studies: How Amazon Revolutionised Digital Marketing & Netflix’s AI-Driven Personalisation Strategy

Section 2: Strategy, Segmentation & Digital Positioning​ equip managers with the ability to appraise and apply strategic marketing tools in a digital environment.​ This includes segmentation, targeting & positioning in a digital world, developing a digital marketing strategy and measuring success – KPIs, analytics and ROI.

• Associated case studies: Airbnb’s Data-Driven Marketing Success & Coca-Cola’s Integrated Digital Campaigns

Section 3: Digital Campaign Planning & Execution enables managers to plan, execute, and measure digital marketing campaigns effectively​. This includes building a digital marketing plan, selecting the right digital marketing channels and crisis management & future-proofing digital strategies.

• Associated case studies: Apple’s Digital Brand Storytelling & Tesla’s Digital-Only Strategy