Programme Overview
Course outline
During the course we will explore, among others:
- Digital Marketing Strategy - Learn how to fuel an agile, marketing-driven focus within your organisation develop and develop a better understanding of who your customers are, and how to engage with them.
- Digital Consumer Behaviour - Develop a deeper understanding of consumer decision-making which drives behaviour online and offline and use that knowledge that underpins all aspects of marketing within your organisation.
- Brand Building - Build a greater understanding of the role of successful brands in supporting business strategy as well as the essential building blocks that create distinctive brand strength.
- Globally Integrated Marketing Communications - Understand the challenges and opportunities involved in the development and implementation of the international marketing communications strategy, with a particular emphasis on cross-cultural issues of the global marketplace.
Indicative schedule*
| Day 1 - Brands and social media |
- Welcome and course overview
- Branding
- Social media marketing
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| Day 2 - Marketing Strategy |
- Segmentation
- Targeting
- Pricing
- Simulation experience part 1
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| Day 3 - Marketing Communications |
- Globally Integrated Marketing Communications
- Simulation experience part 2
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| Day 4 - Consumer Behaviour |
- Consumer Behaviour
- Guest lecture
- Simulation experience part 3
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| Day 5 - Half day |
- Communicating service offerings
- Farewell lunch
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| Capstone day - Course wrap-up |
- Participant presentations
- Certificate ceremonies and celebration
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*Please note the exact structure may be subject to change.
Terms and Conditions for executive short courses.
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Who is this course for?
The programme has been designed for:
- High-potential managers, leaders and specialist professionals looking to take on greater leadership responsibility involving business growth, innovation, planning, and marketing strategy
- Executives who either have direct responsibility for marketing, customers, brands or markets, or whose performance in their role relies on those that do
- Functional or general managers or leaders with significant experience in the marketing field looking to refresh their knowledge or for whom developing an understanding of the landscape of marketing is a new challenge
- Entrepreneurs and individuals who are starting or growing their own business and need to develop the strategic skills to do this effectively
Entry requirements
In order to allow all participants to get the most out of the course we require:
- Relevant professional experience, evidenced through the application form. 2:1 degree or equivalent desirable.
Course fees
The full fee for this course is £2,950.
There is a 25% saving available for this short course for alumni from any King's College London degree programme.
We are also delighted to offer savings for group bookings and organisational partners, please contact us to discuss your needs.
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Programme impact
This course will equip you to:
- Develop the marketing mind-set needed to succeed in a fast-paced digital world
- Immediately apply your learnings after each session and beyond
- Select the best strategies and market insights to create growth and a competitive advantage for your organisation
- Understand consumers’ behaviour in a (post) digital world
- Build strong brands
- Understand how to effectively use marketing communications
On completion of the programme you will receive a certificate from King’s College London and will remain part of our executive education alumni community, offering you opportunities for continuing development, discounts on future courses and access to our thought leadership and events.
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Course director
Dr Stefan Bernritter is a Senior Lecturer in Marketing at King’s Business School. Before joining King’s, he held positions as Senior Lecturer in Marketing at Goldsmiths, University of London and Assistant Professor of Marketing Communication at the Amsterdam School of Communication Research, University of Amsterdam. He holds a PhD in Marketing Communication from the University of Amsterdam.
Innovative digital technologies and a constantly changing media landscape pose significant opportunities but also challenges for consumers and advertisers. Stefan’s research mainly focusses on consumer-brand interactions in this rapidly changing environment and covers topics such as, among others, Mobile Marketing, Social Media Marketing, and AI in Advertising.
Stefan has published in leading academic journals such as International Journal of Research in Marketing, Journal of Experimental Social Psychology, Journal of Interactive Marketing, Journal of Business Research, European Journal of Marketing, and International Journal of Advertising.
Stefan’s work has been recognized by several awards from the European Advertising Academy, the International Communication Association, the International Journal of Advertising, and The Dutch-Flemish Communication Association.
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