Digital Marketing
Strategy & Analytics

Delivered in collaboration with industry leaders

Engage with tools and content from top tech companies like Google Analytics, Hotjar, Looker, Miro and more.

How your programme is structured

Your six-month Career Accelerator starts after three weeks of orientation, during which you’ll familiarise yourself with the digital campus, be introduced to your support team, connect with fellow learners and plan your studies. You’ll then progress through three courses and an Employer Project, where you’ll build a portfolio of evidence to showcase your new skills and competencies. Upon successful completion of the programme, you’ll earn a certificate from LSE.

What you’ll learn in this programme

Please note that the focus of each course is subject to change during initial development and in ongoing reviews.

• Course 1: The Essence of Digital Marketing

  
  • Evaluate digital marketing channel fit to recommend a channel mix that generates desired results as set out by performance indicators, budget, and business objectives.
  • Recommend improvements to a digital marketing strategy based on performance and business objectives.
  • Critically analyse the end-to-end consumer journey to understand key decision-making touchpoints and align marketing strategy to ethically maximise impact.
  • Identify the appropriate channels and platforms to deliver a digital marketing campaign, collect data, and analyse performance.
  • Integrate a data-informed approach to reporting and planning on digital marketing strategy, performance, and budget.
  • Communicate to stakeholders the business value of a digital marketing strategy and how it contributes to the business objectives.

  
  

  Tools: Miro

  Assignment: Developing and presenting a strategy

  In this first assignment, you’ll develop and present a digital marketing strategy that supports marketing mix recommendations and appropriate channel strategies, including inbound, outbound, social media, and SEO for a fictional business scenario.

• Course 2: Data-driven Digital Marketing Strategies and Campaigns

  
  • Create and monitor a targeted digital marketing campaign across multiple channels and customer touchpoints.
  • Determine and recommend compliant, responsible, and ethical data collection, storage, retrieval, and deletion practices across cross-functional teams.
  • Evaluate customer data to identify distinct segments based on their shared characteristics, preferences, and behaviours.
  • Evaluate the impact of various digital channels and touchpoints on the consumer decision-making journey through testing and regression analysis.
  • Interpret data analysis outputs to inform digital marketing strategy, optimise digital marketing campaigns, and justify budget allocation.
  • Apply data visualisations and storytelling to effectively communicate the rationale and strategy driving a data-informed digital marketing campaign.

  
  

  Tools: Google Analytics 4, Hotjar, Looker Studio, Miro

  Assignment: Incorporating data into strategy and campaign development

  You’ll spend time evaluating and developing a digital marketing campaign plan based on the business objectives, campaign strategy, and data outputs provided. You’ll then select the target audience, identify channels across the consumer decision-making journey, and evaluate and recommend appropriate behavioural segmentation techniques to optimise targeting and positioning. Finally, you’ll create and submit a written campaign plan and presentation to stakeholders summarising the digital marketing campaign and data strategy.

• Course 3: Impactful Digital Marketing Leadership

  
  • Critically analyse emerging technologies and innovations to identify opportunities and inform digital marketing strategies.
  • Plan a growth marketing experiment to test ideas with the potential to drive innovation.
  • Evaluate the skills and competencies needed to effectively lead a digital marketing team.
  • Design structural and procedural frameworks for operations and teams to enable the sustainable scaling of a digital marketing function.
  • Create and manage a digital marketing budget to achieve business results.
  • Use appropriate communication strategies to connect with teams, vendors, and stakeholders.

  
  

  Tools: Dive deeper into all the tools from the first two courses

  Assignment: Self-defined assignment project

  The Course 3 assignment takes a project-based approach that gives you the opportunity to craft your own self-defined assignment brief. You’ll define your own parameters with the guidance of a student success manager in advance of starting the assignment. This approach allows you to tailor your project to align with your individual career goals, for increased personalisation and relevance.

• Employer Project: Digital Marketing Employer Project

  

  After completing the third course, you’ll be introduced to the employer partner and briefed on the Employer Project. To complete the project, you’ll collaborate with a team of peers, apply your newly acquired knowledge, and refine your skills.

  The Employer Project is:

  Unique for each presentation of the course
  Your personal experience of this Career Accelerator will be unique because the employer partner you work with is specific to your intake, and is only there for you and your team.

  Based on genuine employer needs and interests
  In some cases, you’ll address a challenge the employer currently faces and you might work with the company’s own data. You may also be presented with a client scenario and a problem to solve.

  Designed to reflect the practical skills required in a digital marketing role
  The project mirrors the actual knowledge and skills you’ll need to design and lead data-driven digital marketing strategies in the real world – including tools, frameworks, and best practices.