Digital Marketing Management  Short Courses

Course Information

Dates and Fees to be confirmed

Course Content

City’s Digital Marketing Management course brings together the main tenets of digital marketing and business performance. It maps digital activity against business objectives and in doing so, provides a framework for measuring digital marketing performance. The short course also covers departmental resources, partners, affiliates and the need to resource various channels of digital activity.

Set at intermediate level, this part-time course is designed to accelerate your existing expertise of digital marketing. If you are an entrepreneur, digital marketing executive or play a critical role in adopting digital marketing best practices, this course will be of the utmost benefit to you.

The Digital Marketing Management short course is delivered at City, University of London’s main campus in Islington. The course is held one evening per week, over 10 weeks and is a great way to gain professional training in digital marketing governance without taking time out of work.

Who is the course for?

The part-time evening Digital Marketing Management course is for professionals who wish to apply digital marketing as a means of meeting business objectives and enhancing operations. The course is best suited to individuals with knowledge of digital marketing tools and tactics, who wish to expand their skills to meet company targets, particularly in regard to streamlining or transforming current digital marketing practices.

The course is recommended for those who have previously studied a marketing course or have at least two years of experience in a digital marketing environment. The course is ideal for students who have completed the Digital Marketing Fundamentals short course at City.

Why choose the City Short Course in Digital Marketing Management?

Students that take this course will be able to align key business objectives with digital marketing best practices. That is a skill that very few managers – or short courses – offer. Ad hoc digital marketing campaigns can be led by powerful data insights and impressive creative visuals but without an integrated approach, there is a high likelihood of poor performance or failure.

Tutor Info

Martin Deal is a graduate of (City University Business School – now Cass Business School) Cass Business School. Since graduating, he has worked in many countries around the world in IT sales, strategy, marketing, finance and related areas.

In 2016 Martin, in conjunction with two partners, set up Silver Foxes (Digital) Ltd – a digital marketing agency focused on providing growth in the SME sector through proactive digital marketing across a range of digital channels.

Martin also teaches the Digital Marketing Fundamentals course at City. His courses are extremely popular, with over 1,000 attendees since he started teaching digital marketing at City seven years ago. Many of Martin’s students have gone on to develop careers in digital marketing on the basis of attending this programme.

Martin is also very well connected with companies and agencies either taking interns or placing interns in the digital marketing arena.


Students should have completed the Digital Marketing Fundamentals short course course or a course equivalent and have at least two years' experience of working in a digital marketing environment.

English Requirements

Students must have a comprehensive command of spoken and written English for application in both a professional and commercial environment.

What will I learn?

Successful digital marketing management goes beyond understanding essential tools and techniques. This course teaches how to apply digital knowledge to drive a business forward. It tackles the challenges around resourcing and funding digital marketing and teaches techniques to align digital intelligence with business KPIs.

Course objectives

The key aim of the Digital Marketing Management course is to give you the confidence to utilise digital marketing tools, theories, and processes. We create clarity around the key channels available and how they integrate with one another.

This course has two central objectives:

  1. Students will understand the management issues around running a digital marketing department
  2. Students will learn how to align business goals with digital marketing activity.

What will I learn?

Digital Marketing Management covers themes which can be applied to all business industries, such as:

  • Business goals and objective setting
  • SOSTAC Digital Marketing Model
  • Matching business goals to digital results
  • Developing content and building SEO
  • Relationship between mobile marketing and social media
  • Resourcing the digital marketing department
  • Turning digital analytics into Key Performance Indicators (KPIs)
  • Creating Dashboards and reporting results.

Teaching and Assessment

Informal assessment through discussion, group activities and final presentations  as guided by your tutor.

Course Methodology
This is a 10-week course consisting of an introduction week, eight practical weeks on various Digital Marketing Subjects and a final week for group presentations. Detailed lesson plans are available on request.

Student Requirements
Students will be required to work in groups from the end of week 1 through to the presentation in week 10. Some of the work will be done in class but most will be done in the background on a week for week basis. All groups will present their work to the class during the practical sessions as well as the formal presentation in week 10.
It is important if you enrol on the course that you have time to attend each session and work with other members of your group in the periods between the sessions.

Essential Background issues
As this is a practical workshop type of course, you should have set up an email address, Facebook account, Twitter account and LinkedIn profile as a minimum. It is advisable not to use your work profiles as this sometimes leads to protocol conflicts. You will be required to interact (in Digital Mode) with the whole group from week 1.

Recommended Reading

Full reading materials will be advised during the course. As this is a dynamic subject most material will come from web feeds.

Leads To...

City offers a range of digital marketing short courses which can complement your learning, such as our three day Saturday class Strategic Digital Marketing or Digital Marketing Fundamentals.

There are also a range of general marking courses, including an introductory Marketing course, Marketing: planning and implementation and Marketing a Luxury Brand.

Application Deadline: