Digital Marketing Fundamentals

Digital platforms have become the primary medium for marketing. It is now essential for all marketers to have good digital knowledge and skills for websites, social media and digital advertising.

Looking for a digital marketing course in London? Delivered over 10 weeks, our emarketing focused online short course provides an overview of key digital and marketing skills, including:

• Planning a website
• Website promotion
• Email
• Search Engine Optimisation (SEO)
• E-commerce and integrating digital marketing with traditional marketing.

Emerging technologies in the field will be discussed throughout the training.

In the final week you will have the opportunity to present a fictional digital marketing concept in small groups.

Who is it for?

This digital marketing course, taught at introductory level, will be useful if you have limited knowledge of digital marketing, or lack confidence in the area. If you work in marketing, or you’re simply interested in how to promote a brand online, this course will give you a comprehensive overview of new and changing digital marketing techniques.

Timetable

This digital marketing course takes place weekly at 18.30 for 10 weeks.

City Short Courses follow the academic year, delivering courses over three terms. These include:

• Autumn - October
• Spring - January
• Summer - April

Benefits

• Taught online by an industry-experienced digital marketer
• Delivered over weekly evening classes, ideal for working professionals.
• Receive a free City certificate

Throughout the digital marketing course you will learn fundamental principles of digital marketing. You will be able to:

• Understand how to undertake market research and construct a marketing plan
• Understand how to create and establish an online identity
• Appreciate how to plan web design and presence to identify how to establish on line sales and customer support
• Recognise electronic and mortar marketing techniques and principles.

You will be set weekly reading assignments, which will be drawn upon and discussed in class.

While there is no official assessment, you will gain most from the course through commitment to reading homework and participation in class.

The short courses at City are not accredited, but you will be awarded an official City, University of London certificate if you attend at least 70 percent of the classes.

This is an introductory level course, so no prior experience of digital marketing is necessary, although it may be beneficial.

English requirements

You will need a good level of spoken and written English to enrol on this course.

Resources

Professional bodies

• Chartered Institute of Marketing (CIM)
• Direct Marketing Association
• Institute of Direct Marketing

Publications

• New Media Age
• International Journal of E-commerce

Bibliography

Marketing

• Kotler, P. (2001) Kotler on Marketing, Free Press

Digital Age/Internet

• Castells, M. (2002) The Internet Galaxy: Reflexions on the Internet, Business and Society, Oxford University Press
• Negroponte, N. (2000) Being Digital, Vintage Books

E-marketing

• Chaston, I. (2001) e-Marketing Strategy, McGraw-Hill Publishing
• Haig, M. (2001) The e-Marketing Handbook, Kogan Page
• Hanson, W. (2000) Principles of Internet Marketing, South-Western Publishing
• Kotler, P., Postma, P. (1998) New Marketing Era: Marketing to the Imagination in a Technology Driven World, McGraw-Hill Education
• McDonald, M., Wilson, H. (2002) New Marketing: Drive the Digital Market or it will drive you, Butterworth-Heinemann
• Richardson, P. (2001) Internet Marketing: Readings and Online Resources, McGraw-Hill International Edition
• Smith, P.R., Chaffey, D. (2005) E-marketing Excellence, Second Edition, Butterworth-Heinemann

Relationship Marketing

• Don Peppers and Rogers (Martha Rogers)

CRM/e-CRM

• Goldenberg, B.J. (2002) CRM Automation, Prentice Hall
• Greenberg, P. (2004) CRM at the speed of light, Third Edition, McGraw-Hill Osborne

Please note that later editions may be available. Further resources will be recommended by the tutor.