What do I get?

• Three mandatory modules: 1. Marketing & digital strategy This module will enable you to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques throughout to achieve competitive advantage. You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision making. You will also be able to apply all stages within the marketing planning process - from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels. Finally you will learn how to manage resources and employee monitoring and measurement techniques that enable the achievement of strategic marketing objectives. This module will require submission of an assignment based on a scenario and an organisation of choice. 2. The digital customer experience Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs. It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer experience, by understanding the customer’s journey while complying with relevant legislation and regulation. The assessment will require submission of an assignment based on a scenario and an organisation of choice. 3. Digital optimisation For many organisations, adopting digital marketing has involved transforming aspects of their practice and application. This module will provide you with an in-depth understanding of the strategic implications of developments in the digital environment, as well as their impact on marketing. This will enable you to integrate and optimise digital marketing as well as develop strategic responses to change. You will also be able to ensure responses are measured to evidence success. The assessment will require submission of an assignment based on a scenario and an organisation of choice.

What do I need?

• Marketing Managers and Marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills
• You can choose between two qualifications to suit your individual career path.