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Digital Marketing – Live Online

Back to Marketing

Image of two women and a man listening intently in a classroom.

Overview

In the current business environment, where digital technologies are redefining business models, transforming industries, and generating new customer experiences, digital marketing is increasingly central to business success.

Managing digital strategy has become critical for managers across various industries to establish distinctive strategic positionings. The programme introduces quantitative and qualitative approaches to understand how firms use digital tools, techniques, and tactics to understand and interact with customers, manage marketing activities, monitor marketing efforts, create and capture values. We will focus on two most important digital platforms: search and social and discuss the key elements of a firm’s digital marketing strategy to achieve specific business objectives, the techniques marketers need to master to make effective use of digital marketing tools, and the analytical skills to optimise the effectiveness of digital marketing activities.

The programme covers both the strategic and the technical aspects of digital marketing that enable the students to develop digital marketing strategies that are built on the proven principles of marketing strategy; have a deeper understanding of the digital technologies, tools and platforms available to marketers; evaluate and improve digital marketing effectiveness to meet specific strategic objectives; and acquire an appreciation for the possibilities created by the digital technology in the future business and marketing practice.

Our Live Online programmes offer the same quality and academic rigour associated with all Cambridge education:

  • Delivered by Cambridge Judge Business School’s world-class faculty – Cambridge Judge is a strong research-oriented business school with 19 research centres. All programmes are designed and led by an Academic Programme Director who is a member of Cambridge Judge faculty.
  • Drawing upon the strengths and resources of the wider University of Cambridge and the Cambridge ecosystem, including accessing global alumni and specialists as guest speakers
  • Small class sizes (maximum 30) and high levels of interaction with world-class faculty.
  • Emphasis on quality outcomes – we seek to monitor our delivery against the individual needs of participants. It is no accident that a little over half of our open programme participants come back to Cambridge Judge at least once, often multiple times.

Topics

  • Digital marketing: creating, communicating and delivering value
  • The digital marketing framework
  • The customer journey in the digital age
  • Influencing consideration: the search platform and targeted online advertising
  • Capturing value in the digital world
  • Building awareness and growing loyalty: the social platform
  • Leverage the power of data and digital analytics to achieve your business objectives.

These topics are set around two practical activities undertaken during the programme.

Benefits

  • Gain a deeper understanding of digital marketing framework and customer journey
  • Develop insight into the strategic role of search engines and targeted online advertising
  • Build analytical skills to leverage data for your business
  • Understand what you need to communicate effectively in the digital era
  • Explore how to build an effective social platform.
Icon: Executive Education Certificates of Achievement.

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 is designed for senior executives looking to understand digital marketing and how it fits into the wider context of achieving your business objectives.

It will also benefit marketing professionals and entrepreneurs who wish to understand the digital customer journey, the key influencing considerations, conceptual and analytical framework needed to create successful strategic digital marketing campaigns will also benefit from this programme.

Academic Programme Directors

Ahmed Khwaja

Professor of Marketing, Business & Public Enterprise

PhD (University of Minnesota)

Shasha Lu

University Lecturer in Marketing

PhD (School of Management, Fudan University)

Faculty & speakers

Dominique Lauga

University Senior Lecturer in Marketing

PhD (Massachusetts Institute of Technology)

Dates & fees

Dates

Duration

Fees *

19-22 July 2021

4 half-day sessions (morning, UK time)

£1,875 + VAT

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

Terms & Conditions for Self-funded Applicants (pdf, 277KB) (updated 4 September 2019)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 4 September 2019)

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

Participants are expected to attend the full programme.

Please ensure that you have read our Frequently Asked Questions, which provide important additional information about our face-to-face and Live Online programmes, in particular during the COVID-19 pandemic.

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:

Claire Wright

Business Development Director
Open Programmes
Tel: +44 (0)1223 330741
Mob: +44 (0)7548 708067

Schedule a call with Claire

[email protected]

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Claire Wright


Version 1.1 (7 May 2021)

Suite

Marketing

Duration

4 half-day sessions (mornings, UK time)

Dates

19-22 July 2021

Book a place

Download a brochure