Mastering Digital Marketing – Online – London Business School Review

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Make an immediate impact in your organisation with a unified and coherent cross-channel strategy that
secures customer loyalty.
Find out more

Fully Booked
Dates29 November 2022 – 28 February 2023
Duration12 weeks, 6-8 hours per week
Location Online
Dates29 November 2022 – 28 February 2023
Duration12 weeks, 6-8 hours per week
Format Online
Apply the latest thinking in modern marketing and become equipped to build an effective omnichannel strategy for your organisation.
Learn how to use the 3C Framework, as well as which success metrics to track across different marketing activities.
Learn how to develop an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition.
Interact through live sessions with LBS faculty and marketing simulations.
Contribute to discussion boards moderated by the learning facilitator and build your global peer network.
Build credibility with a London Business School certificate of completion.

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise.

This programme is designed for:
Experienced traditional marketers from corporate communications or non-digital backgrounds looking to learn the latest digital methods.
Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies.
Early-career marketers who are digital natives and may have experience with some components of the marketing mix, but seek to build broader capabilities for career growth.
Professionals from a non-marketing field making a horizontal move into marketing, such as product development, HR, operations, finance and customer service.
Advance your marketing career with the latest digital strategies to drive customer loyalty. The programme follows the 3C Framework: how to connect with your audience, how to convert them into customers and how to continuously engage to earn their loyalty.
How does the new digital consumer behave and how does marketing look different in the social-digital age?
What is content marketing and why is it so important?
What metrics tell us when content marketing is working?
How do search engines work and why is search so central to digital marketing success?
Which strategies convert best on AdWords and Amazon Marketplace?
How do we leverage social networks for mobile advertising?
How do we build advocacy across social networks?
How can we integrate wallets, apps and payments into one cohesive loyalty strategy?
What is location-based mobile marketing and how does it fit into an omnichannel approach?
What is the omnichannel customer journey – what are the touchpoints and how does it convert into a strategy?
Module 1 | Introduction to social media, internet marketing and the 3C Framework
Learn digital marketing trends and see examples of the 3C Framework in action.

Module 2 | Content marketing
Understand what content marketing is (and isn’t), how to build a strategy and what metrics define its success. Case study: LEGO: Building customer communities through technology.

Module 3 | Organic search marketing and search engine optimisation (SEO)
Explore how search engines work and what elements make for a good SEO strategy. Case study: Online marketing at Big Skinny, a marketing tech firm.

Module 4 | Paid search marketing and selling on marketplaces
Deconstruct paid search, how it works, and which strategies convert best on AdWords and Amazon Marketplace.

Module 5 | Mobile app marketing: native and social advertising
Revise your mindset to think about apps not ads and discover what metrics to measure.
Module 6 | Social media marketing: listening and creating content
Tune into the social media listening-response loop to gather insights, identify trends and build a social listening strategy.

Module 7 | Social media: sharing content and building advocacy
Understand the power of social sharing, creating influencers and fostering social media advocacy – even in B2B environments. Case study: social strategy at Cisco Systems and the Cisco Learning Network.

Module 8 | Personalisation marketing and digital loyalty programs
Appreciate the payoff for personalising digital content and learn how to integrate wallets, apps and payments into one cohesive loyalty strategy. Case study: Starbucks’ Loyalty Reigns.

Module 9 | Omnichannel marketing: combining digital with physical-local
Learn how location is the new currency of marketing and why an omnichannel marketing strategy will put you ahead of your competition. Case study: Showrooming at Best Buy.

Module 10 | Omnichannel: strategy for seamless convergence
Learn about the touchpoints that make up a customer journey in an omnichannel approach to inform your own unified marketing strategy.
Flexibly access programme content through multiple devices, allowing you to easily manage schedules and learn remotely – anytime, anywhere.
Weekly marketing simulations designed to give you practice managing your overall marketing mix and individual campaigns.
Case studies featuring some of the world’s most prominent brands including Starbucks, LEGO, Cisco, Best Buy, and L’Oréal.
The learning material schedule follows a modular approach, with new content released weekly.
Peer learning – in the form of discussion forums and surveys – allowing you to track your progress.
Video lectures and live teaching sessions with Q&A’s create an immersive, engaging learning environment, easily accessed from outside the classroom.
Our unique platform allows users to create a profile, connect and collaborate with peers, and interact live with subject matter experts who will facilitate your learning.
Do I need to attend the whole Executive Education programme
Can I complete the programme in my own time?
Are there any formal exams?
Challenge your thinking with our range of online courses for individuals and teams. During this unique digital learning experience, you’ll embark on a self-paced journey with a dedicated Learning Manager over the course of several weeks. We have a variety of programmes to suit your individual needs, all of which offer access to the expertise of our world-class faculty, no matter where you are in the world, and an e-certificate on completion.
Benefit from the support of a learning manager to boost your development
Connect and reinforce your learnings with an exceptional group of peers from around the world.
Learn from industry experts through videos, curated content, assignments and – on select courses – live faculty sessions.
Build credibility with a London Business School e-certificate on completion.
Experience a journey to suit your schedule with self-paced learning over the course of 5-12 weeks.

Adjunct Professor of Marketing, London Business School
Adjunct Professor of Marketing, London Business School
Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing at London Business School, he covers several topics including Digital, Social Media, M-Commerce, Omnichannel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick.

Lil consults independently for technology companies in the areas of product design, product marketing, and marketing strategy. His most recent engagement was advising a leading fin-tech company on digital strategy. Also, he is Adjunct Professor of Marketing at The University of Chicago Booth School of Business, as well as at IIM Ahmedabad, where he teaches various MBA, Exec MBA, and Exec Ed programmes.
Professor of Marketing, London Business School
Professor of Marketing, London Business School
Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spill-overs between different economic actors in digital markets can lead to apparent algorithmic bias.

Anja’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.
London Business School is collaborating with online education provider Emeritus to deliver this programme. Emeritus handles the registration process and will answer any questions you have about the programme, and whether it’s right for you. This partnership harnesses  Emeritus’ expertise and cutting-edge learning technology, further enabling London Business School’s world-class programmes and thought leaders to offer an engaging and collaborative digital format with truly global reach.

We anticipate the application form will take approximately 15 minutes to complete. You will need to create a new account to get started.
As soon as you submit your application, you will receive a confirmation email. Your participation is not secured until payment is made. Options include flexible payments.
As the programme is conducted in English, a good working knowledge of the language is essential. If English is not your first language, we may require evidence of your proficiency.
For cancellations, please refer to this policy.
The fee for the programme is £2,250.*

We offer a 25% discount for London Business School Alumni.
London Business School is collaborating with Emeritus to deliver this online programme. Please contact our partner Emeritus for more information on fees and discounts.
*Fees are subject to change.
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