MKT119: Effective Digital Marketing and Business Intelligence

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MKT119: Effective Digital Marketing and Business Intelligence

About this course

This intensive course  has the following structure/outline –

Course Outline
Course Name/Title Effective Digital Marketing and Business Intelligence
Course Number MKT119
Who will benefit from attending? The course is designed to provide the fundamentals of digital media, digital analytics and data science technology for executives with, or about to take up, digital marketing responsibilities in the increasingly important and in-demand fields of digital analytics, business intelligence and data analytics.


Participants usually come from the following career levels:

·        Senior, Mid-level and Junior Managers

·        Senior Functional Manager

·        Functional Manager

·        Specialist new to marketing


The course allows participants to sharpen their digital marketing and analytical skills needed to succeed in a fast-paced digital world.


Course Learning Outcomes (CLOs)  

On completing the course, delegates will be able to –


CLO1 Outline the basics of digital marketing and analytics
CLO2 Characterize consumer behaviour in a digital world
CLO3 Craft effective Business intelligence and analytics strategies
CLO4 Make effective use marketing communications digital channels.



Course Topics Topics covered include  

Digital Marketing Fundamentals

·        Understanding digital marketing and its objectives

·        Translation of corporate goals into digital marketing objectives

·        Overview of digital media and technologies relevant for optimal marketing and business performance


Day 1
Digital Customer Experience

·        Understanding, analysing and optimizing customer experience on digital platforms.

·        Designing and optimizing conversion actions in an online business

·        Management of customer data and confidentiality


Day 2
       Business Intelligence and Analytics

·        Understanding data science techniques and tools for market intelligence

·        Using data models for identifying business growth opportunities

·        Interpreting and presenting analytic results in support of business decision making


Day 3
       Promoting a Brand Through Digital Mediums

·        Formulating a digital marketing plan

·        Implementing the digital marketing plan

·        Using marketing analytics to measure effectiveness of digital marketing efforts


Day 4
Course Scheduling Information
Course Run Dates Course timings to suit EMBT College Schedule and/or client requirements


Course Duration 4 days (this may be varied or customized to suit the client)




Course Delivery Approach

The courses are delivered via instructor-led sessions.  Emphasis is placed on the use of topical case studies and relevant simulations to impart practical knowledge and expertise.  Sessions will involve a mix of instructor presentations and case study work, with supporting classroom discussions.





Assessment & Certification

Assessment of performance will be through delegate-completed portfolio of work.  The final course outcome is a college-issued Course Certificate of Completion which is also UK Ofqual-endorsed.



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