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Digital Marketing

Digital Marketing

Take the next step in your marketing career by mastering the art and science of Digital Marketing this summer.

A one-week intensive summer programme for students aged 19+, residential in a college of the University of Oxford.

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Course Summary

Marketers of the future will need a strong grasp of digital marketing techniques to effectively succeed in a highly competitive marketplace.

This course will provide students with the latest thought leadership and equip them with the skills and knowledge to develop digital marketing strategies and campaigns.

The course will begin with an overview of digital marketing research and case studies, and will show students the current landscape of developments in digital marketing in contrast to traditional (non-digital) marketing and will highlight emerging trends in digital marketing.

There will be rigorous analysis and discussion of the challenges involved in moving a business online and students’ attention will be drawn to the central and crucial role that relationship marketing plays in engaging customers and prospects in remote and virtual environments.

The role of ‘influencers’ will be discussed against the question, ‘What makes for a successful digital influencer?’

Additionally, students will consider the challenges and identify actions that can be taken to ensure that companies deliver on their promises to digital customers in order to build customer loyalty across the globe.

Students will work in a collaborative way to determine the value of various digital marketing channels and how the performance of digital marketing campaigns can be analysed and measured using the latest instruments from the field of Artificial Intelligence and Big Data. All of the work produced in this highly intensive programme will be pulled together to enable students to see what a real and effective digital marketing strategy looks like.

Learning Objectives

By the end of the course students will:

  • Be able to create an effective digital marketing strategy
  • Understand how to take advantage of the opportunities presented by running a business and offering products and services online
  • Be able to explain the critical role of relationship marketing and management in the digital space and what it takes to become a successful influencer
  • Know how to select appropriate digital marketing channels for a product or service that students might wish to launch
  • Understand how to establish tracking and monitoring methods for measuring the effectiveness of digital marketing campaigns and for determining the return on investment (ROI) of a particular digital marketing campaign

Course Outcomes

Monday Lecture 1: Digital Marketing Fundamentals – differences in digital marketing from traditional (offline) marketing
Seminar 1: The digital marketing challenge – shifting traditional products to digital
Tuesday Lecture 2: The value of Relationship Marketing in the digital sphere – influencer relationship management, personalisation and customisation
Seminar 2: Delivering the digital customer experience and using digital media to build brand loyalty – customer engagement methods
Wednesday Lecture 3: Digital marketing communications- using digital media channels and Search Engine Optimisation
Seminar 3: Assessing the value of digital marketing channels- case study analysis
Thursday Lecture 4: Digital marketing metrics- Supporting data driven marketing through Big Data and AI
Seminar 4: Digital marketing research and metrics case study analysis and skills data analysis skills development
Friday Lecture 5: Building a digital marketing strategy – best practice principles
Seminar 5: Presentations, course review and action planning


Assessment Methods

1 x Written Assignment (500-750 words)

1 x Group Presentation


Oxford College Accommodation

  • Location Oxford
  • Ages Ages: 12+, 13-15, 16-18, 19+
  • Bedroom Type Single and twin
  • Bathroom Type En-suite & Shared (single gender)
  • Year Built Founded in 1096 (University of Oxford)

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