Oxford Digital

Marketing:
Disruptive
Strategy
Programme
Become equipped to lead your teams and organisation through
the changes necessary to deliver your digitally-focussed
consumers’ future requirements. Gain sustainable skills
and frameworks to help you respond effectively and assuredly
to disruptive technologies. Embrace and influence the future
of marketing.
Context
Be honest, how confident are you about navigating the ever-changing digital marketing landscape? Are you
tasked with preparing or advising colleagues on the applicability of the latest disruptive marketing trends
that will deliver real strategic customer value? Is your understanding of the impact of data-oriented decision-
making as current as it should be? Let’s face it, the industry is moving so fast it’s tricky to keep abreast
with the latest practices. The Oxford Digital Marketing: Disruptive Strategy Programme equips you with
the professional skills, frameworks, and know-how to embrace and adapt to the future challenges of meeting
your digitally-focussed customers’ requirements.

This eight-week programme has been specifically designed for senior and mid-level marketing professionals
in response to a widening industry concern about the understanding and impact of digital channel disruption
on organisations’ future strategies. The programme was designed by one of the world’s leading digital
marketing experts, Professor Andrew Stephen, who works with a significant number of the foremost global
organisations. Stephen possesses an unrivalled insight into the combining of cutting-edge academic research
with industry practices that impact consumer behaviours.

The practical insights and knowledge you will gain throughout this programme will help you become more
discerning in your drive to create customer value, and prepare you to deal with future digital marketing practices.

What the programme covers

This practical digital marketing strategy programme, £2,200
developed by leading industry experts, provides you
with a comprehensive understanding of trends in the
digital marketing landscape, and helps you to prepare 8 weeks
for future opportunities by staying industry-relevant. excluding orientation
The programme toolkit is designed to guide your
data decision-making when using emerging digital 7–10 hours/week of self-paced
marketing channels to enhance business performance. learning, entirely online*

*Each module is released weekly, allowing a flexible but structured approach to learning. You’ll be supported as you engage in individual activities
and group discussions, ensuring you feel confident to submit your best work at each weekly deadline.

Oxford Digital Marketing: Disruptive Strategy Programme

Key programme takeaways
Gain a deeper understanding of
how to use digital platforms and
channels in marketing strategies
that create value and drive growth
Be part of a network of business
leaders and innovators across the
globe, with whom you’ll interact and
collaborate throughout the programme

Use your knowledge of established Receive a certificate of attendance

and emerging digital marketing from Saïd Business School, University
channels to strategically align of Oxford, powerful proof of your
“digital” with other business goals enhanced skills and thinking abilities
and value-creation objectives

Who should take this programme?

This is an advanced programme and best suited to mid-level marketing managers working in leadership
positions or experienced professionals with a sound understanding of marketing principles and practices.
The programme is specifically designed for those who are seeking a deeper understanding of how
to harness the digital revolution and the opportunities emerging marketing channels will bring to their
organisations or clients.

Leaders today need to be technology savvy,

data fluent, and measurement focused.
They must be equipped to decide which
systems power their strategies, connect
the customer experience across an array
of channels, and address new innovations such
as virtual reality and artificial intelligence.
GENERAL ASSEMBLY MARKETING STANDARDS BOARD, 2018

Oxford Digital Marketing: Disruptive Strategy Programme

What you will learn
WHAT IS OXFORD?
This online programme integrates rich, interactive media such
as videos, infographics as well as traditional didactic components Learn more about
such as written study guides (programme notes). There are OXFORD
also opportunities for collaborative learning through discussion
UNIVERSITY
forums. The following modules contribute to the holistic approach
your learning path takes:

ORIENTATION MODULE
Welcome to your Online Campus
You’ll be welcomed with a personal call and get introduced to your
online teaching and technical support network. Begin connecting
with fellow participants while exploring the navigation and tools of
your Online Campus. Be alerted to key milestones in the learning
path, and review how your results will be calculated and distributed.

MODULE 1
Marketing disrupted
Analyse key trends and emerging influences on marketing
practice, particularly from disruptive technologies within
the marketing technology landscape.

MODULE 2
Marketing psychology
Determine the rationale behind consumer behaviour in digital
environments, drawing from behavioural and decision-
making sciences.

MODULE 3
Value creation
Examine how organisations can create value through marketing
and the methods they use for this.

Oxford Digital Marketing: Disruptive Strategy Programme

MODULE 4
Established digital marketing channels WHAT IS OXFORD SAID?
Further your understanding of established digital marketing
Learn more about
channels and consider how to align them with your business goals.
SAID BUSINESS
SCHOOL
MODULE 5
Emerging digital marketing channels
Gain insights into newer, emerging digital marketing channels
and consider how these newer disruptive technologies could be
strategically used to create value.

MODULE 6
The power of communities and influence
Learn how to leverage the power of digital communities and social
influence, including identifying opportunities for making use of
practices such as influencer marketing.

MODULE 7
Experimentation, measurement, and analytics
Investigate various approaches to measurement, experiment-based
thinking and marketing analytics in order to have a more data-driven
approach to marketing.

MODULE 8
The future of marketing
Devise ways to implement your up-to-date knowledge and practical
skills from this programme, keeping in mind the heavily digital and
technology-enabled future of marketing.

Oxford Digital Marketing: Disruptive Strategy Programme

Who you’ll learn from
Your Programme Convenor
These subject matter experts from Saïd Business School, University of Oxford guide the programme
design and appear in a number of programme videos, along with a variety of industry professionals.

Andrew Stephen
Associate Dean of Research and L’Oréal Professor of Marketing
Saïd Business School, University of Oxford

Professor Andrew Stephen is one of the world’s leading academic marketing experts, with a particular
emphasis on issues that lie at the intersection of marketing and technology, such as how, when, and why
marketers should use new digital media channels. His research has made significant contributions to the
understanding of social media marketing and consumer behaviour in digital markets. He was recently
recognised as one of the top marketing academics in the world (and #1 in the UK) by the American
Marketing Association. He is the Founding Director of the Oxford Future of Marketing Initiative, which is
a collaborative network of academic–industry partnerships aimed at shaping the future of the marketing
discipline through rigorous research and practical thought leadership.

To get ahead in one’s career, particularly in

business, it is essential to invest in knowledge.
Existing ways of thinking and doing things
are increasingly become stale and outdated,
and this is very much the case when we look
at modern marketing. The only way to bring
valuable fresh thinking to the table is to de-
velop your own perspectives, mindsets, and
practical skills. That’s what this programme is
fundamentally all about.
ANDREW STEPHEN, PROGRAMME CONVENOR

Oxford Digital Marketing: Disruptive Strategy Programme

Guest Experts

Felipe Thomaz
Jonathan Hall
Associate Professor of Marketing,
Senior Partner, Global Practice
Saïd Business School | University
Lead for Strategy | Kantar Consulting
of Oxford

Seth Rogin Stéphane Bérubé

President & CEO | Nucleus Chief Marketing Officer
Marketing Solutions Western Europe |L’Oréal

Alex Connock
Yasmeen Ahmad
Associate Fellow | Saïd Business
Head of Staff | Teradata
School, University of Oxford

David Radford Anand Chopra-McGowan

Former CMO | Allianz UK Head of EMEA | General Assembly

J. Walker Smith
Julie Kollman
Chief Knowledge Officer
Chief Research Officer | Kantar
| Kantar Consulting

Matthias Holweg
American Standard Companies Oliver Ratzesberger
Professor of Operations Management CEO | Teradata
| University of Oxford

Oxford Digital Marketing: Disruptive Strategy Programme

Who you’ll learn with
Online, open enrolment programmes lend themselves to a broad international audience, and the Saïd Business
School brand attracts business directors and aspirational leaders. Throughout this programme, you’ll engage
and interact with a global cohort of of your peers. As a result, you’ll walk away with:

• An international network of like-minded business leaders and innovators

• The ability to collaborate in diverse groups, and to see strategic opportunities or threats from
multiple perspectives
• Access to the official Oxford Executive Education Alumni group on LinkedIn*

*This is an official Saïd Business School, University of Oxford alumni group for all open, online and executive programmes. Should you fail to successfully
complete the programme, group access will be revoked.

Your Success Team

GetSmarter, with whom Saïd Business School, University of Oxford, is collaborating to deliver this
programme, provide a personalised approach to online education which ensures you’re supported
throughout your learning journey.

Head Facilitator Success Manager Global Success Team

A subject expert who’ll Your one-on-one support Available 24/7 to solve your
guide you through content- available during University tech-related and administrative
related challenges hours (8am-5pm UK) to queries and concerns
resolve technical and
administrative challenges

Oxford Digital Marketing: Disruptive Strategy Programme

How you’ll learn
Every programme is broken down into manageable,
weekly modules, designed to accelerate your
learning process through diverse learning activities:
• Work through your downloadable and online
instructional material
• Interact with your peers and learning facilitators
through weekly class-wide forums and reviewed
small group discussions
• Enjoy a wide range of interactive content,
including video lectures, infographics, live polls,
and more
• Investigate rich, real-world case studies
• Apply what you learn each week to surveys and
activity submissions, culminating in the ability
for professionals in the digital marketing space
to critically evaluate and strategically harness
disruptive forces to create future opportunities
in the marketing landscape
Technical Requirements
Basic requirements
To complete a programme, you’ll need a current
email account and access to a computer and the
internet, as well as a PDF reader. You may need
to view Microsoft PowerPoint presentations,
and read and create documents in Microsoft
Word or Excel, or similar programs.
Oxford Digital Marketing: Disruptive Strategy Programme
Browser requirements
We recommend that you use Google Chrome as
your internet browser when accessing the Online
Campus. Although this is not a requirement,
we have found that this browser performs best
for ease of access to programme material.
This browser can be downloaded here.
Additional requirements
Certain programmes may require additional
software and resources. These additional
software and resource requirements will be
communicated to you upon registration and/or
at the beginning of the programme. Please note
that Google, Vimeo, and YouTube may be used
in our programme delivery, and if these services
are blocked in your jurisdiction, you may have
difficulty in accessing programme content.
Please check with a Programme Consultant
before registering for this programme if you have
any concerns about this affecting your experience
with the Online Campus.
A powerful collaboration
Saïd Business School, University of Oxford, is collaborating with online education provider, GetSmarter, to create
a new class of learning experience — one that is immersive, collaborative, and designed for optimal accessibility
to the busy working professional.

About Saïd Business School, University of Oxford

Saïd Business School, at the University of Oxford, blends the best of new and old. We are a young, vibrant,
and entrepreneurial business school deeply embedded in the world’s most prestigious university. We deliver
cutting-edge education and ground-breaking research that transform individuals, organisations, business practice,
and society. We educate people for successful business careers and, as a community, we seek to harness our
collective expertise and knowledge to help solve pressing global issues such as demographic change, natural
resource scarcity and technological challenges. We are a world-class business school community, embedded
in a world-class university, tackling world-scale problems. Our Open Programmes for executives are ranked as
second worldwide in the Financial Times Executive Education Rankings, and number one in the UK.*

* Financial Times

About GetSmarter
GetSmarter, a wholly-owned subsidiary of 2U, Inc., is a digital education company that partners with the world’s leading
universities to select, design and deliver premium online short courses with a data-driven focus on learning gain.
Technology meets academic rigour in our people-mediated model which enables lifelong learners across the globe
to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions.

Saïd Business School, University of Oxford certificate of attendance

Upon successful completion of the programme, you’ll receive a certificate of attendance as powerful proof
of the enhanced skills and thinking abilities you’ve developed. Assessment is continuous and based on a
series of practical assignments completed online. To be issued with a Saïd Business School, University of
Oxford certificate of attendance you’ll need to meet the requirements outlined in the programme handbook.
The handbook will be made available to you as soon as you begin the programme.

Your certificate of attendance will be issued in your legal name and couriered to you at no additional cost.
All certificate of attendance images are for illustrative purposes only and may be subject to change at the discretion
of the University.

Oxford Digital Marketing: Disruptive Strategy Programme

Oxford Digital
Marketing: Disruptive
Strategy Programme
Generate sustainable growth in your organisation with insights, practical toolkits
and strategic decision frameworks from a world-renowned business school,
embedded in a leading university.

REGISTER NOW

CONTACT US
UK: +44 1865 950 945 | GLOBAL: +44 2038 236 998
EMAIL: oxfordonline@getsmarter.com