Oxford Digital Marketing: Disruptive Strategy Programme

Course starts 14 October 2020

Course information

Registration Closes:
6 October 2020
Course Starts:
14 October 2020
8 weeks, excluding orientation
7–10 hours per week, self-paced learning online
GBP £1,900
Payment Options
Said Business School, University of Oxford


Technologies such as artificial intelligence are reshaping the way businesses think about their marketing strategies, as well as how they choose to harness different channels.

This programme aims to provide you with the skills and confidence to respond to the forces driving disruption in the digital marketing landscape. You’ll investigate how consumer behaviour has evolved and develop strategies for adapting your approach to account for this. You’ll also explore emerging technology and marketing channels, and how to use them effectively in your strategy.

Develop a future-focused perspective on marketing as you learn to leverage data and analytics in your decision-making and create value in the face of disruption.

Download course prospectus

What will set you apart

On completion of this programme, you’ll walk away with:

  • Insight into the use of emerging digital channels and technologies in marketing

  • The skills to effectively analyse and leverage data to make impactful data-driven decisions

  • An integrated digital marketing strategy based on your own organisational context

  • Guidance from leading industry experts and Oxford Saïd faculty, and access to the official Oxford Executive Education Alumni group on LinkedIn.

Is this programme for you?

This programme is best suited to marketing managers working in leadership positions, or experienced professionals with a sound understanding of marketing principles and practices. The content is specifically designed for those who want to harness digital innovation in marketing, and understand the opportunities disruption and emerging marketing channels will bring to organisations or clients.

Course curriculum

Learn to harness disruptive innovation in marketing as you work through the weekly modules of this online programme.

  • Orientation module: Welcome to your Online Campus
  • Module 1 Marketing disrupted  
  • Module 2 Marketing psychology
  • Module 3 Value creation
  • Module 4 Established digital marketing channels
  • Module 5 Emerging digital marketing channels
  • Module 6 The power of communities and influence
  • Module 7 Experimentation, measurement, and analytics
  • Module 8 The future of marketing

Thought leadership in digital marketing

This Oxford Digital Marketing: Disruptive Strategy Programme is delivered in collaboration with GetSmarter. Learn from leading academic experts, industry thought leaders and a cohort of your peers, to equip yourself with the skills you need and frameworks you can apply.

Your Programme Director

The design of this programme is guided by Saïd Business School, University of Oxford faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the programme.

Andrew Stephen

Professor 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 behavior 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.


*Saïd Business School, University of Oxford (Jan, 2020)

Guest Experts

You’ll also hear from a number of renowned industry professionals and global experts during the programme, who will share their insights and opinions.
Felipe Thomaz

Felipe Thomaz

Associate Professor of Marketing, Saïd Business School, University of Oxford

Jonathan Hall

Jonathan Hall

Senior Partner, Global Practice Lead for Strategy, Kantar Consulting

Seth Rogin

Seth Rogin

Associate Fellow, Said Business School, University of Oxford; CEO, Magnolia Media Partners

Stéphane Bérubé

Stéphane Bérubé

President, Consumer Products Division, L’Oréal Canada

Alex Connock

Alex Connock

Fellow in Management Practice, Saïd Business School, University of Oxford

Yasmeen Ahmad

Yasmeen Ahmad

VP of Global Enterprise Analytics, Teradata

David Radford

David Radford

Former CMO, Allianz UK; Associate Fellow, Saïd Business School, University of Oxford

Anand Chopra-McGowan

Anand Chopra-McGowan

VP, Managing Director, General Assembly (EMEA & APAC)

Julie Kollman

Julie Kollman

Global Head of Insights, Moët Hennessy

J. Walker Smith

J. Walker Smith

Chief Knowledge Officer, Kantar Consulting

Matthias Holweg

Matthias Holweg

American Standard Companies Professor of Operations Management, Saïd Business School, University of Oxford

Martyn Etherington

Martyn Etherington

CMO, Teradata

Kim Larson

Kim Larson

Managing Director, Google Advanced Brand Acceleration Team

Natalia Efremova

Natalia Efremova

Teradata Research Fellow in Marketing and AI

Becky Owen

Becky Owen

Branded Content EMEA, Facebook

Earn a certificate of attendance from Oxford Saïd

Learn how to develop an integrated digital marketing strategy and earn an official certificate of attendance from Oxford Saïd.

Your certificate will be issued in your legal name and sent to you upon successful completion of the programme, as per the stipulated requirements.


When do I start?

Our next available short course starts 14 October 2020.

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Still have a question? These may help


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.