Digital Brand Management Strategy & Implementation


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This course is designed for digital marketing executives and managers of £1-20 million turnover businesses that are itchy, driven and ambitious for at least 20% year on year growth.

Executive Education at Essex Business School – Digital Brand Management programme from University of Essex on Vimeo.

Delivered by Dr Paurav Shukla, Professor of Marketing, Essex Business School and Tom Bowden, Director, Footprint Digital Ltd. the course will blend academic rigour with practical tools to support you through the process of developing a digital brand strategy that will ensure your brand cuts through the busy digital environment and is future ready.

The sessions will be delivered with a ‘hands-on’ training approach and will include lectures, problem based exercises and real cases.

The event will take place at Essex University Business School, Colchester on the 26th and 27th of March 2019.

Who should attend?

The course is particular useful for those who are interested in developing an actionable digital marketing strategy or in need of refining one.

The course is designed to support:

  • Marketing Managers and Directors
  • Brand Managers and Directors
  • Communications Managers and Directors

The information will be most beneficial for those in these roles, however it is not limited only to those, if you want to learn more about digital brand management then come and join us.

Programme Aims

The pivotal aspect of this course is the integrative strategy making and implementation orientation. Attending this short course will allow you to build a digital brand management strategy that is based on the latest academic research and successful cases. More importantly, you will also gain execution related insights which will allow to attain possible competitive advantage through your digital branding and marketing strategy.

You will specifically learn about the changing digital environment and its impact on your business and how to convert today’s digital challenge in tomorrow opportunity using appropriate digital strategy making and implementation tools.

Programme Overview

With consumers increasingly using digital platform for searching, exploring, examining and purchasing products and services, building and refining a digital brand management strategy is paramount for customer-oriented organisation. However, while consumers have transitioned from brick and mortar to click, building trust and engagement in digital marketplace has not been easy for most organisations. A strategy that worked in the non-digital world, does not transfer itself into the digital domain. Thus, organisations that wish to operate and be successful have to think about a digital brand management strategy that aligns itself with the overall organisational strategy leading to a focused multi-channel growth.

This programme builds on the latest academic research in the area of digital branding and marketing strategy and exposes you to numerous successful practical tools that will help you design and execute a digital brand management strategy that is unique to your organisation.


Standard Programme Fee – £995.00
Alumni Programme Fee (available to Footprint Digital clients) – £795.00

Accommodation is not included in the below pricing, but can be booked on the Wivenhoe House website.

Book now to avoid disappointment. Please phone 01206 872131 or email or book online here.

Day 1 – Environment and Direction

  • Explore and examine the macro-environmental factors that drive today’s digital strategy landscape
  • Understand the Strategic Brand Communications framework and how to audit current performance
  • Create a tangible document to communicate Brand Positioning to your team, customers and partners
  • Comprehend the role strategic customer segmentation and how it can help build a brand positioning plan
  • Define and create a bespoke measurement framework

Day 2 – Value, Targeting & Application

  • Learn how digital brand management strategy differs from and complements your present non-digital marketing strategy
  • Create a bespoke distribution channel plan
  • Define key customer journeys
  • Address the risks to your brand in the digital market
  • Develop an action plan and content marketing calendar

Who is it for?

  • The course is designed to help those that are responsible for making more money online for businesses.
  • Marketing, Brand and Communications Managers & Directors that want to know how to invest budget for maximum impact.
  • It is for companies that turnover between £1-20 million.
  • It is ideal for businesses that are looking to grow by at least 20% year on year.

Where is the course held?

Essex Business School
Wivenhoe Park

The Footprint Digital course provided me with a unique opportunity to explore digital marketing in a friendly and intellectually stimulating environment. One of the major advantages of this course is the combination of lectures about essential digital marketing topics and exercises, where theory and practice are combined. Before starting this course I was completely unfamiliar with principles of conversion rate optimisation (CRO), pay per click (PPC) advertising and search engine optimisation (SEO). Thanks to Footprint’s professional expertise and very engaging teaching approach, today I feel much more confident using these digital marketing practices in daily life.

“I enjoyed everyday on the training course, and learnt so much.”
Alexandra Eade, 2016
“I was also absolutely fascinated by Footprint’s company culture, it’s vision and core values.”
Dana Storozhuk, 2016

The Footprint Academy course definitely helped me to broaden my professional and personal horizons. I would definitely recommend it to any online business seeking professional digital marketing support or anyone who is interested in enhancing digital marketing skills.

Before embarking on the Footprint Course I had very little knowledge of Digital Strategy! The team at Footprint Digital were supportive and friendly from the start, and it was clear how much work they had put into creating the course. They were all fantastic teachers, and delivered each session brilliantly. The broke the topics down into manageable chunks, answered question after question, and explained everything so that we could understand. I enjoyed every day on the course, and learnt so much!

“I learned loads.”
Lori Cantwell, 2015

Good luck!

We look forward to hearing from you.

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