Course: Marketing in the New Digital Era

Case Study – Coca Cola’s Share a Coke Campaign: Marketing in a Personalised Digital World By the early 2010s, Coca Cola faced a significant marketing challenge. Younger consumers were shifting …

International students accepted Our part-time, flexible two-year Online Global MBA is designed for ambitious professionals, who strive to become strategic leaders and deliver real impact for their organisations. Tackling the …

Wider reading Read the following to broaden your knowledge. “How To Create A Digital Marketing Strategy: Eight Steps To Laser Focus Your Plan” by Forbes – This article outlines a …

Case Study: Nourish+ – Building, Scaling & Protecting a Digital Brand Background Nourish+ is a fast-growing UK-based health food company specialising in vegan protein powders and wellness snacks. Founded in …

PepsiCo’s Digital Crisis Management in 2024 In October 2024, PepsiCo faced a significant digital marketing crisis when its popular snack brand, Lay’s, was linked to a food safety scare. Multiple …

Crisis Management & Future-Proofing Digital Strategies In today’s always-on, digitally connected world, brands must be ready to respond to an online crisis in real-time, while also planning for an unpredictable …

Choosing the Right Digital Marketing Channels Creating an effective digital marketing strategy requires selecting the most suitable mix of channels to reach your audience, deliver value, and drive results. Different …

Developing a Campaign Roadmap What is it? A digital campaign roadmap outlines who you’re targeting, what you’re saying, when you’re saying it, and where it will appear. Why Is a …

Setting SMART Objectives for Digital Growth What is it? SMART objectives help you define clear digital goals that are: Specific Measurable Achievable Relevant Time-bound Digital marketing objectives underpin all marketing …

This week’s learning takes you through the key learning points to understand the process of digital campaign planning and execution. Before we start, here is an explanation of digital campaign …

Top 10 Digital Marketing Case Studies [2025] The following provides examples relating to this week’s learning. You can see from the case studies how successful businesses use STP in digital …

To deepen your understanding of the impact of digital marketing, the following accessible articles offer valuable insights: This article delves into the STP approach, explaining how to segment your audience, …

Personalisation & Customer Lifecycle Marketing in the Digital World In the digital era, customers expect more than generic marketing, they expect brands to understand them. Personalisation is no longer a …

Data-Driven Audience Segmentation In today’s digital landscape, audience segmentation has evolved from basic demographic groupings to data-powered, intelligent profiling. With vast digital footprints left by users across websites, social media, …

AI & Machine Learning in Predictive Targeting In a world where consumers demand speed, relevance, and personalisation, AI (Artificial Intelligence) and Machine Learning (ML) are transforming digital marketing, especially in …