In a world of high competition, constant innovation and evolving consumer behaviours, it’s vital for marketers to stay ahead of the curve and create impactful campaigns that stand out from the crowd. This course has been designed to provide you with the latest research, industry skills and practical experience to excel in this dynamic, data-driven industry.

This course places you at the forefront of this fast-growing industry, where skills are in high demand. You’ll learn to harness new tools and technologies to influence business strategies, optimise platforms, track performance and build campaigns that cut through the noise, engage new audiences and help brands achieve their objectives and hit their targets.

You’ll dive into the fundamentals of digital marketing strategy, consumer behaviour and data analytics – using industry-standard tools such as Google Analytics, Semrush and Brandwatch, and statistical software like SAS and SPSS. You’ll uncover hidden patterns, build interactive dashboards and construct customer profiles that allow you analyse past behaviour to predict future trends. From this, you’ll be able to tailor communications and create impactful narratives that speak to different audiences and motivations.

Working with classmates, you’ll analyse real case studies to discover how brands around the world have used these insights to enhance their digital touchpoints (websites, social media, emails, display advertising) and monitor and convert audiences. You’ll learn how to design and build platforms and use analytics to monitor conversations, manage communications and improve customer experience.