Digital Marketing and Analytics

MicroMasters Program




72 hours


4-6 Hours weekly




£ 899

Why Digital Marketing and analytics MicroMasters?

This program provides a comprehensive overview of all digital marketing channels, improving your understanding of customer trends, as well as how you measure, plan, and conduct your marketing strategy and tactics. 

This MicroMasters program covers a wide range of digital marketing principles. This program will introduce you to the methodologies and practices in digital marketing, measurement and analysis, as well as knowledge of how these tools can help you shape the strategic direction of your business and insights improving customer experience.

Who is this program for?

This high-impact program will help you master the digital marketing, improving the ROI of campaigns, with a strong focus on analytical-based digital marketing. It is designed for:


  • How marketing creates value.
  • The relation between digital marketing and traditional marketing, as well as the advantages of digital marketing over traditional marketing.
  • The positioning challenge and marketing crisis.
  • Focus on the channels of search, display, mobile, and social marketing, and examine how these channels can work together.
  • Recognize the importance of a multi-channel experience.
  • What are customer networks and their use in digital marketing?
  • What is the impact of integrating offline and online channels on consumer engagement?
  • Explore the various digital marketing analytics and web analytics tools available, as well as how to utilize them to assess campaign performance.
  • Customer Journey and Digital Marketing Funnel.
  • Social Media Marketing from a Strategic Perspective.
  • Leveraging Networks.
  • Creating Engaging Content.
  • What has occurred in the past and how to forecast what will occur in the future.
  • Data and statistical algorithms used in predictive analytics to determine the likelihood of future outcomes based on historical data.
  • Steps that must be taken in order to improve marketing strategies.
  • The Organization’s Role in Social Media.
  • Digital Ad Campaigns Ecosystems.
  • Online Display Campaigns Evaluation.
  • Work with data from marketing campaigns across many channels and learn how to improve the effectiveness and ROI of specific marketing strategies.
  • How to measure ROI, determine the effectiveness of a marketing campaign in achieving optimal ROI, and provide ROI optimization options for the same campaign.
  • Outline the managerial decisions that must be made in each case, as well as the factors that must be considered.
  • Using a real-world case study, implement these predictive analytics techniques across digital marketing channels and build a predictive model.
  • How do digital domains affect customer behavior?
  • The impact of peer influence on the purchasing decision.
  • What are customer networks, and how can they help you with digital marketing?
  • How to reach and engage customers using the POEM (paid, owned, and earned media) framework.
  • Project roles and responsibilities in internationalization.
  • Content development models.
  • Basics of text encoding, implementation of regional formats and directionality.
  • Understanding of cultural sensitivity and geopolitical considerations.
  • Principles of localizability.
  • Quality assurance for internationalization.
  • Understanding the problems of assessing marketing ROI within organizations and key KPIs, whether branding or financial.
  • Global market Examples of successful strategy planning and execution.
  • Using a real-world case study and accompanying data sets, create a digital marketing optimization plan for your marketing portfolio.
  • Develop predictive analytics tools; create a predictive model that recommends ROI optimization options.

Key Programme Takeaways

  • Use insights from the digital marketing funnel to connect with customers and increase engagement through effective strategies.

  • Plan and implement search engine and social media initiatives in simulated scenarios.

  • Create frameworks and impact content for successful campaign strategy planning and implementation.

  • Align corporate goals with ROI and customer lifetime value.

  • Optimize marketing spend to increase reach, engagement, and conversions through Digital Marketing channels.

  • Using in-demand analytics and best practices, measure, analyze, and optimize campaigns.

Your Learning Journey

The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn about the track details, materials, assignments, and final project.

On other weeks, you have learning goals set for the week. The goals would include the online interactive lectures and completing the assignments. All assignments need to be submitted within one week.

The programme features weekly live online sessions with industry practitioners who are available to help you clarify your doubts pertaining to the content. Assignments are graded by the program faculty.

Discussion boards are an integral part of each module and provide a forum where participants can interact, share ideas, and ask questions.

Live webinars with Everest Business School provide opportunity for additional instruction as well as Q&A sessions for the group.

The Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time or have any other concerns during the learning journey till sending the MicroMasters’ final grade.