Get updates on Eligibility, Admission, Placements Fees Structure
Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study, Virtual Classroom | Video and Text Based |
Course Overview
The Executive Educative firm at the Imperial College Business School brings the online course of Imperial Digital Marketing: Customer Analytics and Engagement to all the interested candidates that want to gain deep knowledge about consumer insights as well as develop strategies for the management of brands by making use of advanced analytical tools.
The candidates of this course will understand the digital market and grow the opportunities for their organisations and career with the help of the experienced faculty of Imperial College Business School. They will also learn from leading industry experts, peer interaction, and the various case studies included in the module.
The course is 7-week long and deploys high-quality video lectures and online learning sessions to help the students grow. They will also receive personal support so that experience is gained by applying the learnt concepts to real-world scenarios. At the end of the programme, a certification will be provided which is recognisable in various sectors.
The Highlights
- 7-week long course
- The effort required is 4-6 hours per week
- Efficient support team
- Course offered through Emeritus
- Verified certification provided by Imperial College Business School
- 14-day money-back guarantee
- Support by industry experts
Programme Offerings
- Orientation
- Goal setting
- LIVE Webinars
- video lectures
- Follow ups
- Interactive activities
- continuous programme access
- Online Classrooms
- Expert support
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | Imperial College Business School, London |
The details mentioned below are for the fees of Digital Marketing: Customer Analytics and Engagement.
- The total program fee is 1,280 pounds.
- Candidates can avail of a discount of 160 pounds by sharing the referral code with colleagues and getting them to join the course.
- The candidates can choose to pay in two and three installments as well.
Please note: Since the course is not available right now, the details about installments have not been given.
Particulars | Amount in Pound |
Pay in full | 1,280 |
Eligibility Criteria
Work Experience
While registering for the programme, the candidates are requested to mention their work experience. However, no mention of the work experience that is compulsory is mentioned on the website.
Certification Qualifying Details
The Imperial College Business School will give a digital and verified certificate of completion to those candidates that complete the course within the given programme duration.
What you will learn
Candidates will learn the following things after joining this programme:
- Strengthen the bond between customers and brands with the help of cognitive and affective routes
- Improve efforts for digital marketing and its reception
- Learn how to produce sales through customer engagement
- Use tools for marketing analysis in the strategies they develop for digital marketing
- Identify the impact of market mix decisions on the behaviour and attitude of customers and develop a campaign by keeping that in mind
- Use digital marketing for effectively engaging customers
- Reach customers by finding out affecting digital media channels
- Use efficient methods for the distribution of resources across channels
- Using data available online to predict the sentiments and behaviour of customers
Who it is for
This programme is designed for:
- Mid to senior-level managers want to better their marketing by introducing new strategies
- Managers who actively take part in technology and marketing related discussions
- Consultants and marketers who want a managerial perspective about digital marketing
- Professionals working in the fields of advertising, banking, consulting, financial services, FMCG, healthcare, IT, and retail
Admission Details
For securing a seat in the programme of Imperial Digital Marketing: Customer Analytics and Engagement, the students need to follow the given guidelines:
Step 1: Given below is the link for the home page of the course. Click on it to read an overview and apply. https://execed-online.imperial.ac.uk/digital-marketing/
Step 2: You can find an option that says ‘Apply Now’ at the page end.
Step 3: The Apply Now button will take you to a login page. Log in with your credentials. If you have not already registered, you have to sign up.
Step 4: On the next page, fill in with your names, contact information, work experience, etc.
Step 5: Choose the payment method that is best suitable for you. Presently, there are three payment options available.
Step 6: Complete your purchase by entering your debit/credit card details.
The Syllabus
- Understanding who is your customer
- Key aspects of attention and information processing
- Cognitive vs affective route of persuasion
- Promotion vs prevention focus in messaging online
- High vs peripheral route for persuasive communication
- Enhancing exposure and cutting through selective attention
- Other key ways of attracting attention
- Overcoming the problem of habituation
- Enhancing comprehension
- Tracking consumer attitudes
- Digging into mindset metrics
- Linking attitude and purchase metrics to marketing
- Four criteria for consumer attitudes
- Marketing investment appeal
- Strategic implications
- R tutorial: analysis of consumer attitude metrics and financial performance
- Turning customer attention into online engagement
- What does your customer remember?
- Using classical conditioning online
- What engages customers online?
- Positioning of your online offering
- Building connection with the ‘Self’ of consumers
- Building customer brand trust online
- Building customer brand love online
- Building customer brand respect online
- Nudging consumers in low involvement contexts
- Key Cognitive vs effective strategies
- Discover how customers’ digital records reveal data about their profile
- Reaching consumers via mobile marketing
- Recommendation algorithms for increased engagement
- K-means algorithm
- K-nearest neighbors algorithm
- Item vs user based recommendations
- R tutorial: predict factors that influence customer satisfaction and use clustering algorithms
- Turning engagement into sales
- Funnel management and managing the value ladder part 1
- Using gamification effectively
- Linking your offering to customers’ desired end state: means-end-chain analysis
- Effective website design
- Behold the extreme consumers
- Turning interest into action: chemicals that trigger happiness (endorphins and dopamine)
- Driving customer action and sales
- Paid and non-paid search advertising
- Bid more or less
- Generic or branded keywords?
- Display ads
- Social media marketing
- Programmatic advertising decision making
- R tutorial: creating a model to make optimal marketing mix decisions (Facebook, Google AdWords)
Instructors
Imperial College Business School, London Frequently Asked Questions (FAQ's)
The candidates can avail of a discount of 160 pounds by referring this programme to their colleagues by using a referral code. You will be gaining a discount of 160 pounds each time someone joins with your referral code.
The faculty members are Professor Andreas Eisingerich who is the Professor of Marketing and Head of the Department of Analytics, Marketing & Operations at Imperial College Business School, and Dr. Gokhan Yildirim working as an Associate Professor of Marketing, at Imperial College Business School.
If you wish to join with your work peers, you are eligible to avail of a discount of 20 per cent by writing an email to group-enrollments@emeritus.org.
The candidates can talk to one of our course experts and have their questions answered by calling them directly at +442033899722.
Some of the case studies included in the module are Netflix, Google AdWords, and Search Engine Marketing, Linking attitude and purchase metrics, R-tutorial, SEAL, Cognitive vs. effective routes of persuasion, etc.
The first week of the programme is called the Orientation weeks during which the candidates will gain an introduction to the other participants who come from diverse countries. They will also learn to use the learning management system as well as other learning tools that are given.
A learning team will be deployed for the participating candidates that will check on their progress throughout the programme, and report on whether they are able to submit assignments on time or not.
The access material is valid until 12 months from when the course starts. After that, these study materials cannot be accessed.
A digitally verified certificate will be awarded to the participants by the Imperial College Business school upon completion of the programme which opens the gate for many opportunities in the digital marketing sector.
The course is going to run for seven weeks which will include online lessons, live webinars, assignments, discussions, and activities. This course requires a weekly effort of about 4 to 6 hours.