Course summary
This course is part of the Westminster Executive Education Programme.
Build an integrated, data-informed and AI-enabled digital marketing strategy in five days. This practical executive education course brings together digital strategy, customer journeys, content marketing, SEO, Generative Engine Optimisation (GEO), AI search, website optimisation, social media, paid media, MarTech and Google Analytics 4 (GA4). You will learn how to connect these disciplines into a coherent plan that supports customer needs, business objectives and measurable growth.
Designed for marketers, managers, consultants and career changers, the course combines strategic frameworks with current tools, examples and applied exercises. You will examine how people discover, evaluate and engage with brands across search engines, social platforms, websites, paid media and AI-powered answer environments.
AI is treated as part of modern marketing practice rather than a separate topic. You will explore responsible uses of AI for research, audience insight, content ideation, campaign planning, automation, optimisation and analytics, while considering accuracy, privacy, governance, brand trust and the continuing importance of human judgement.
This course is part of the Westminster Executive Education Programme and is taught in person at the University of Westminster's Marylebone Campus in Central London.
What will you learn?
You will learn how to design, deliver and improve an integrated digital marketing strategy across the full customer journey. The course connects established marketing principles with the realities of AI-assisted discovery, zero-click journeys, automation and privacy-aware measurement.
- Digital marketing fundamentals, customer behaviour and strategic planning
- Customer journey mapping using frameworks such as RACE and AIDA
- Audience research, segmentation, positioning and value propositions
- Content marketing that builds relevance, authority, trust and demand
- Search engine optimisation (SEO), GEO and visibility in AI-powered search and answer engines
- Website optimisation for usability, accessibility, speed, conversion and customer experience
- Social media strategy, community engagement, campaign planning and AI-assisted workflows
- Paid search and digital advertising, including objectives, targeting, creative, budgets and optimisation
- Modern MarTech stacks, customer data, automation and connected marketing workflows
- GA4 measurement, event-based analytics, meaningful KPIs, funnel analysis and predictive insight
- Responsible AI use, including verification, privacy, governance and brand safety
Who is this course for?
This course is suitable for:
- Marketing professionals who want to strengthen their digital strategy and use AI more effectively
- Brand, product, communications, content, social media, ecommerce and campaign managers
- Professionals responsible for online sales, advertising, websites, analytics or customer experience
- People moving from traditional marketing into digital marketing or changing careers
- Consultants, advisers and business owners who need to assess channels, tools and growth opportunities
- Senior managers who want to make better-informed decisions about digital investment, performance and risk
No coding experience is required. The course focuses on strategic understanding, practical application and confident decision-making.
Tutor information
The course is taught by academics and practitioners with experience across digital marketing strategy and delivery:
Course structure
Digital foundations, strategy and AI-driven journeys
- Digital marketing context and consumer behaviour
- Objectives and value propositions
- Customer journey mapping
- RACE and AIDA
- Audience research
- How AI changes discovery, consideration and engagement
Content, integrated media and social campaigns
- Content strategy and effectiveness
- Integrated media planning
- Social media strategy and campaign management
- AI-assisted research, ideation and production
- Authority, trust and responsible content workflows
MarTech, automation and digital customer experience
- Modern MarTech stacks
- Customer data and connected workflows
- Email and lifecycle automation
- Personalisation
- Customer experience
- Applied learning, examples and strategic planning
SEO, GEO, web optimisation and paid media
- Technical and on-page SEO
- Content quality and search intent
- GEO and AI answer visibility
- Structured data and schema
- Website usability, accessibility, speed and conversion
- Paid search and social advertising
GA4, predictive insight and performance improvement
- GA4 events and key events
- KPIs and measurement planning; funnel analysis
- Testing and optimisation
- AI-assisted analysis and predictive marketing
- Channel evaluation
- Integrated strategy action plan
Why study Digital Marketing Strategy now?
Digital marketing is changing as search engines, social platforms, websites and AI assistants increasingly shape the same customer journey. Organisations need marketers who can connect brand, content, media, technology and analytics, rather than managing each channel in isolation.
This course helps you build that joined-up view. It shows how proven marketing fundamentals remain essential while new practices such as GEO, AI-assisted workflows, predictive insight and responsible automation create additional opportunities and risks.
Discounts and offers
Bundle
Book two courses across both sessions of the Westminster Executive Education School for a 10% discount on the combined price.
Groups
If you are booking as a group or institution, please contact us before you book as you may be able to benefit from our 15% group or corporate discounts.
Returning short course delegates
We offer a 10% discount to returning short course delegates. If you’re not booking your first short course or professional qualification with us and this discount is not applied to your course at checkout, please contact us.
UoW undergraduate/postgraduate students, alumni and colleagues
We also offer a 20% discount to our undergraduate and postgraduate students, alumni, and colleagues. To receive your discount code, please contact us before booking your course.
Deadline for course bookings
Limited places available. Booking closes 14 days before the course start date or once all places are filled. Book now to secure your place.
Accreditation
Digital Marketing Strategy is accredited by CPD and recognised by CMI.
You will also receive a digital certificate from the University once you have successfully completed the course.
Learning outcomes
By the end of the course, you will be able to:
- Assess the digital marketing environment and turn business priorities into clear objectives.
- Create an integrated strategy that connects audiences, journeys, channels, content, technology and measurement.
- Apply customer-centred frameworks such as RACE and AIDA to plan activity across the funnel.
- Use AI-assisted tools for research, ideation, campaign planning, optimisation and analysis with appropriate human review.
- Improve discoverability through SEO, GEO, structured content, schema and credible evidence.
- Plan social media, content, paid search and website activity around audience needs and measurable outcomes.
- Map a practical MarTech and automation workflow without losing sight of privacy, consent and customer experience.
- Use GA4 and other evidence to diagnose performance, select meaningful KPIs and recommend improvements.
- Evaluate incomplete or ambiguous information, explain trade-offs and communicate a justified course of action.
Westminster Executive Education Programme
This course is part of the Westminster Executive Education Programme.
The Executive Education Programme is an empowering experience designed to boost skills and career prospects. Attendees can choose from four specialised courses, Digital Marketing Strategy, Strategic Leadership, Strategic Financial Leadership, and Data Analytics and Business Intelligence, each taught by experienced academics and practitioners. You will have opportunities for networking and site visit events.
Find out more on the Westminster Executive Education Programme page.
Testimonial
"I want to thank you for your incredible instruction during the Digital Marketing Strategy course. Your deep knowledge and innovative teaching made complex concepts easy to understand and apply. Your enthusiasm and real-world insights brought the course to life, making every lesson engaging and inspiring.
I deeply appreciate the effort and guidance you provided. The skills I’ve gained have already influenced my marketing approach and will significantly impact my professional growth.
Thank you again for your support and dedication. It was a privilege to learn from you."
Ibrahim M
