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Digital Marketing

Overview

As digital technology opens new channels for communication, creating fundamental shifts in business dynamics, digital marketing is emerging as an exciting and indispensable area of marketing practice, becoming a critical enabler that ensures business strategies to succeed.

To make sense of the changing consumer landscape senior management leaders need to understand how digital marketing works to assess its strategic impact on the company and work effectively with marketing professionals to establish priorities. Choosing the right digital tools and campaign tactics to reach and engage their audience will help organisations to become more agile, more productive and accelerate revenue growth.

The marketing-focused programme - Digital Marketing - introduces both quantitative and qualitative approaches geared towards helping leaders better understand how successful firms use digital tools, techniques, and tactics to understand and interact with customers, manage marketing activities, track marketing efforts, and create values.

It has been designed to help generalist senior managers, specialist marketing professionals and entrepreneurs to develop a deep understanding of digital marketing tactics and opportunities in order to get the best results for their digital customer and organisations.

Topics

  • The effect of digital transformation on traditional marketing practice
  • Rethinking the customer journey in the digital era
  • Digital marketing framework and key elements
  • Digital platforms technology and tools
  • Search platform and optimisation strategies (SEO & SEM) for effective marketing campaigns
  • Social listening – mining customer insights
  • Digital marketing analytics
  • Improving digital content
  • Omni-channel strategy
  • Integrating online and offline marketing strategy

Benefits

  • Gain a deep understanding of digital marketing framework and key elements
  • Develop analytical skills for effective digital marketing campaigns
  • Evaluate and design digital marketing campaigns to achieves strategic business objectives
  • Develop conceptual and technical skills managers need to communicate effectively in the digital era

This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

This programme provides a deep understanding of digital marketing and is designed for senior executives, marketing professionals and entrepreneurs. Participants will gain knowledge of conceptual and analytical frameworks and together with Faculty will assess how these can act as a catalyst for successful strategy and digital marketing campaigns design and implementation.

Academic programme director

Shasha Lu

Shasha Lu

University Lecturer in Marketing

PhD (School of Management, Fudan University)

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Faculty & speakers

 

Ahmed Khwaja

Reader in Marketing

PhD (University of Minnesota)

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Dates & fees

Dates Duration Fees *
3-4 October 2019 2 days £2,300 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 233KB) (updated 31 January 2018)
Terms & Conditions for Organisation-funded Applicants (pdf, 250KB) (updated 31 January 2018)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Elodie Cameron

Marketing & Business Development Manager
Tel: +44 (0)7879 116925

executive.education@jbs.cam.ac.uk

Elodie Cameron

Version 2 (28 February 2019)

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Marketing

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When you register for this programme, please let us know if your organisation is paying for your placement or if you are applying as an individual.

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