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Digital Marketing Fundamentals Short Course

Key information

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Covid-19 update: The learning doesn’t have to stop, join our online community. We will be delivering courses remotely until further notice. Live tutor support and virtual lessons will take place during advertised teaching hours. The classes are taught in small groups, so you’ll get lots of support from your tutor. Book now.

Digital has 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.

Why choose this course?

This entry-level Digital Marketing Fundamentals short course has been designed for all those who have limited knowledge of digital marketing, or lack confidence in the area.

The course gives an overview of the key digital marketing skills, including planning a website, website promotion, email and Search Engine Optimisation (SEO) campaigns, e-commerce and integrating digital marketing with traditional marketing.

Our Digital Marketing Fundamentals short course offers maximum flexibility, delivered over 10 weeks as evening courses, from our Central London location.

Course overview

Our part-time Digital Marketing Fundamentals course provides a practical framework to develop customised digital marketing programmes and is designed for marketers, managers and individuals who want to take advantage of new marketing techniques.

The use of modern technologies to integrate marketing will be discussed, with the opportunity in the final week to work in groups to present a fictional digital marketing concept.

  • “ Tutor was excellent – helpful, experienced, relevant content. As an overview to the subject, I would highly recommend [this course]. Met like-minded people, who were all interested and attentive. Good price, great location and length, would highly recommend to others. ”

    Chris Parker

    Former student

  • “ Provides a lot of information on the subject and gives you a wider view of the digital world and latest communications trends. ”



What will I learn?

What will I learn?

  • 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.



Prerequisite knowledge

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

English requirements

Applicants must be proficient in written and spoken English.

Teaching & assessment

Teaching & assessment

Informal assessment will take place through group discussion, class room activities, questions and answers sessions as guided by your tutor.

Recommended reading

Recommended reading


Professional bodies




  • 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


  • 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)


  • 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.

Tutor information

  • Martin Deal

    Martin Deal is a graduate of 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.

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