Digital Marketing and AI

In a careful blend of online and on-campus modules, you’ll develop the knowledge and skills to make informed decisions and create strategies that are resilient and adaptable in a constantly changing digital environment. We will equip you with an overview of relevant tools to develop an integrated digital marketing plan. 

Module 1: Introduction to digital marketing (online)

• Be inspired by new trends and technologies – and understand their impact on customer behaviour
• Discover how to create a digital marketing strategy which tells a consistent story across all channels

Module 2: Customer acquisition via digital channels

• Explore the benefits of outbound digital marketing and the value of digital ad platforms
• Understand the power of content marketing – and the role that generative AI can play
• Discover how to improve website user experience through A/B testing

Module 3: Customer conversion and retention

• Dive into CRMs and customer data platforms – and how they can power segmentation and personalisation
• Discover how to automate personalised communications
• Use big data and AI to boost customer loyalty
• Explore how to enhance brand advocacy through word of mouth and influencer marketing

Module 4: Reviewing your digital marketing strategy

• Discover how to measure and manage digital marketing success and allocate budgets effectively
• Draft an action plan for your own organisation
• Develop a clear view of the customer journey across online and offline channels

• Embrace marketing technologies and discover how they can power lead generation, increase conversion, and enhance loyalty and advocacy
• Develop an integrated, competitive, differentiating digital marketing strategy that’s aligned to your context
• Leverage AI and generative AI to drive effectiveness and efficiency
• Learn how to develop greater customer insight and articulate a single customer view to improve personalisation of marketing communications
• Discover how to balance marketing budget across multiple channels
• Apply everything you’ve learned in a hands-on, risk-free learning experience

• Marketers from B2B and B2C organisations who want to develop a strategic understanding of digital marketing – and support their teams to implement it
• Advertising managers, brand managers, CRM specialists, channel marketers and e-commerce specialists who need to create a digital marketing strategy
• Agency owners, content marketers, marcomms specialists
• Owners of start-ups and scale-ups who want to increase their customer reach through digital channels