Marketing in the New Digital Era

Develop core skills for digital marketing success in a connected world

The world of marketing has transformed in the digital era. Learn how to drive business success with data, digital platforms, and innovative engagement on this three-week course from Salford Business School.

Designed for professionals and future MBA candidates, this course blends theory and practice to give you a strategic edge with real-world case studies and hands-on strategy tools.

Understand digital marketing fundamentals and consumer behaviour

Explore the evolution of marketing in a digital-first world and the essential tools used to engage modern consumers.

You’ll dive into customer-centric strategies powered by AI and automation, and consider the ethical implications of behavioural targeting and data use.

This foundation will help you see the full picture of today’s digital marketing environment.

Build strategic campaigns using segmentation and predictive insights

Discover how to use segmentation, targeting, and positioning (STP) to reach your audience effectively.

With guidance from real brand campaigns, you’ll analyse key performance indicators (KPIs), use data to make decisions, and build strategies with ROI in mind.

You’ll also learn how AI and machine learning enable personalised campaigns that resonate at scale.

Plan and execute impactful digital marketing campaigns

Finally, develop practical skills in campaign planning and execution. Learn to conduct digital SWOT and PESTEL analyses, set SMART goals, and select the right marketing channels for different business goals.

You’ll walk away with the expertise to assess crisis management tactics and future-proof your digital strategy with the support of real examples from Tesla, Starbucks, and more.

This course is designed for junior, mid, and senior managers and professionals who have completed an undergraduate degree and want to sharpen their digital marketing expertise.