Emeritus Institute of Management

Online Certificate in Mastering Digital Marketing: SEM, SEO, Social Media and Beyond

Right for you

Businesses are feeling the pressure to elevate marketing efforts and cut through the noise. This program is designed for:

• Experienced traditional marketers who come from corporate communications or non-digital backgrounds and seek to round out their marketing mindset by learning the latest digital methods and gaining a big-picture perspective. Titles may include CMO, marketing director, marketing manager, brand manager, account manager, communications manager, and product manager.
• Non-marketing leaders who seek a holistic view of the latest marketing trends and strategies for building customer loyalty as a pathway to growth. Titles may include CEO, COO, managing director, founder, president, and general manager.
• Early-career marketers who are digital natives may have experience with some components of the marketing mix but seek to build broader capabilities for their career growth. Titles may include marketing coordinator, marketing specialist, marketing analyst, and PPC/SEO/content specialist.
• Professionals from a non-marketing field making a horizontal move into marketing, such as product development, human resources, operations, finance, and customer service.

Who attends

Marketers and business leaders from around the globe are eager to embrace new strategies that leverage digital. The global appeal of this topic is reflected in the participant profile.

Representative titles include

• Senior Marketing Manager
• Commercial Director
• CEO
• Sales Manager
• Senior Consultant
• Alumni Manager
• Social Media Manager
• Global Brand Manager
• Country Manager
• Head of Corporate Communications
• Category Manager
• Founder/Entrepreneur

Representative industries include

• Education
• Healthcare
• Banking & Financial Services
• Media
• Consulting
• Other*

* Other industries include advertising, e-commerce, energy, industrial goods, IT products, IT services, real estate, retail, and telecommunications.

How you learn

Module 1: Introduction to digital marketing and the 3C Framework

Interpret digital marketing trends and see examples of the 3C Framework in action.

Module 2: Content marketing

Understand how to harness the power of content marketing, how to build a strategy, and what metrics define its success.

Module 3: Organic search marketing and search engine optimization (SEO)

Explore how search engines work and what elements make for a good SEO strategy.

Module 4: Paid search marketing and selling on marketplaces

Deconstruct paid search, how it works, and which are the best strategies on AdWords and Amazon Marketplace.

Module 5: Mobile apps and freemium marketing

Revise your mindset to think about apps, not ads, and discover what metrics to measure.

Module 6: Social media marketing: listening and creating content

Tune into the social media listen–respond loop to gather insights, identify trends and build a social listening strategy.

Module 7: Social engagement: listening, influencers and advocacy

Understand the power of social sharing, creating influencers, and fostering social media advocacy – even in B2B environments.

Module 8: Digital marketing in B2B environments

Analyze how digital marketing is affecting client relationships, and explore different marketing strategies in the B2B environment.

Module 9: Personalisation marketing and digital loyalty programs

Appreciate the payoff for personalizing digital content, and learn how to integrate wallets, apps, and payments into one cohesive loyalty strategy.

Module 10: Omnichannel marketing

Learn why location is the new currency of marketing and how an omnichannel marketing strategy will put you ahead of your competition.

What you learn

• New digital consumer behavior and how marketing looks different in the social-digital age
• The importance of content marketing and the metrics used for measuring it
• Search engines and how they are central to digital marketing success
• Strategies that convert the best on Google AdWords and Amazon Marketplace
• How to leverage mobile advertising
• How to build advocacy across social networks
• How to integrate wallets, apps, and payments into one cohesive loyalty strategy
• Location-based mobile marketing and how it fits into an omnichannel approach
• The strategy involved in creating an omnichannel customer journey
• The effect of digitization on B2B marketing
• How to use the 3C Framework, as well as which success metrics to track across different marketing activities
• How to implement an omnichannel strategy to deliver higher customer loyalty rates – and put you ahead of your competition

Your learning experience

• Access to program content through multiple devices allows you to manage schedules and learn remotely – anytime, anywhere.
• Weekly marketing simulations are designed to give you practice managing your overall marketing mix and individual campaigns.
• Case studies feature some of the world’s most prominent brands, including Starbucks, LEGO, Cisco, TRSB, and L'Oréal.
• The learning material schedule follows a modular approach, with new content released weekly.
• Peer learning – in the form of discussion forums and surveys – allows you to track your progress.
• Video lectures and live teaching sessions with Q&As create an immersive and engaging learning environment, which can be accessed from outside the classroom.
• Our unique platform allows users to create a profile, connect and collaborate with peers and interact live with subject-matter experts who will facilitate your learning.