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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)

1: Are there any facilities for discount?

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.

2: Who are the faculty members?

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.

3: I want to apply to this programme with my group. Is there any facility for special pricing?

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.

4: I have doubts about the programme. How can I get them solved?

The candidates can talk to one of our course experts and have their questions answered by calling them directly at +442033899722.

5: What are the main case studies included in this module?

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.

6: What do you mean by Orientation week?

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.

7: How will the follow up take place?

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.

8: Until when is the access material valid?

The access material is valid until 12 months from when the course starts. After that, these study materials cannot be accessed.

9: Tell me more about the certification.

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.

10: How long is the course?

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.