Digital Marketing Strategy

Developed in collaboration with HubSpot, this course goes beyond the tools and approaches to digital marketing, diving into areas such as defining and executing a digital marketing strategy, leadership in the digital economy, and business ethics. Finally, learners will look to the future with artificial intelligence (AI) and automation including chat bots and new ways of working to optimize success.

You’ll learn how to…

1. Write a campaign brief and digital media plan.
2. Identify opportunities to achieve objectives by leveraging digital media channels.
3. Develop KPIs to measure the success of digital marketing campaigns.
4. Critically examine ethical dilemmas related to digital marketing.

And elevate your skills and career…

• According to McKinley’s 2019 Marketing Hiring Report, while digital marketing is expected to be the most in-demand marketing specialty, a lacking supply of talent is the most common hiring challenge.
• This growing concern over the skills gap corresponds with the report published by the Digital Marketing Institute that while 96% of the UK’s leading marketers believe digital marketing is important to their organizations, 70% report they are concerned about the digital skills shortage.
• The skills gap in digital marketing is even recognized by the UK government who commissioned and published a report by Burning Glass which recognizes digital marketing as one of two clusters “likely to grow fastest over the next 5 years”.