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This course is focused on helping businesses to navigate the transition from offline to online marketing i.e. digitising their marketing effort.


This course examines the digital marketing context. When the tools of marketing change, marketing strategies must change too. The focus of this course is on small firms as they attempt to navigate the digital transition from offline to online marketing.

This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development

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About this course

In this section


This course is focused on helping firms as they attempt to navigate the transition from offline to online marketing; in other words the process of ‘digitising’ their marketing effort. The challenges presented through this transition process are numerous. New technological changes impacting companies of all sizes can result in a necessary process of redefinition and indeed transformation for the firm – in terms of culture, managerial and staff competency, resource configuration, value creation and indeed the overall marketing effort. This is not an easy process. Such a redefinition and the accompanying transformative process require new ways of thinking and engaging with the day to day practice of marketing and of the broader firm itself. This course is designed to help middle and senior managers understand the inherent opportunities and threats in such a change process as well as how to recognise and manage such variables effectively, efficiently and profitably for the benefit of their enterprise and themselves.

Linked programmes

MSc Business Development and Innovation, PgCertPD Postgraduate Certificate of Professional Development


100% Coursework - usually comprises a group-based project which addresses a digitising marketing challenge in a ‘live’ company case context. An individual learning log for team members accompanies the group submission.


This course requires attendance on three consecutive days from 9.30am to 5pm in late February 2018 and one further follow-up day in early March 2018. Dates to be confirmed.

Entry requirements

Normally, a degree in a relevant area e.g. business or social sciences but other degrees will also be considered.

English Language Requirements

International applicants whose first language is not English must meet the minimum English entrance requirements of the University, which is a minimum acceptable score for the British Council IELTS of 6.0 (with no contributing band of less than 5.5) or equivalent.

Start dates

  • 21 February 2018
How to apply


How to apply

The following page explains the postgraduate short course application procedure:

Start dates

  • 21 February 2018

Fees and funding

In this section


Northern Ireland & EU:
England, Scotland & Wales:

Fees information

Information about how to pay for a course including different payment options is available at

Scholarships, awards and prizes

Fee waivers may be available to those who meet the eligibility criteria. More information is available from



Telephone: (+44) 028 9036 6680