Digital Marketing Strategy & Leadership (postgraduate programme)

Become a digital leader & lead your organization through the digital transformation

Due to the emergence of new technologies and new media, there is a growing need for digital marketing professionals. Professionals who can operate at a strategic level, make the organization future-proof, develop new business models and ensure that they can respond quickly to changing customer needs.

The postgraduate programme Digital Marketing Strategy & Leadership will help you bring your strategic digital and online knowledge & expertise to the next level, with a managerial goal in mind: managing and directing change.

You’ll learn:

  • The latest online marketing trends and developments
  • How you can translate these insights into a digital marketing vision and strategy
  • To develop new business models
  • To translate your digital marketing strategy into an online marketing plan
  • How to use the digital marketing mix optimally to achieve your marketing objectives
  • How you can measure, analyze and optimize the results of your online activities
  • You write your own digital marketing plan reviewed by professionals from the field

Because of our experienced teachers, practical knowledge and many cases and interaction with group members, you will learn how to become a 'digital leader' within 4 months.

Language of instruction: English

In Summary

Lectures: Tuesday, Wednesday
Duration: 9 days in 3 months
Investment: € 4,850 VAT, literature and exam not included
Location(s): Amsterdam, Leusden, Utrecht

During the postgraduate programme Digital Marketing Strategy & Leadership you will be offered practical cases and experience, plus the latest state of the art in science, results of ongoing research and interpretations. This combination leads to an optimum mix of theory, strategy and practical knowledge in the field of digital and online marketing. 

Framework and Topics for the Digital Marketing Strategy & Leadership Programme 

Module 1

  • Digital Marketing Strategy and Plan
  • Digital Worlds & people: Trends & Innovation and Changing Consumer Behaviour
  • E-commerce Strategy
  • Changing Business Models
  • Seminar on research question
  • Online Customer Experience Management & Customer Journeys
  • Digital branding
  • Digital marketing strategy case

Module 2 

  • Social Media
  • Digital Advertising
  • Content Marketing
  • Video marketing
  • Search Engine Strategies
  • Search Engine Tactics

Module 3 

  • Mobile marketing
  • Digital & Webanalytics
  • Usability & Experience
  • Best Practice E-commerce & Conversion
  • Seminar on research question
  • Growth Hacking & organization
  • Agile Marketing & organization
  • Digital Leadership & Change Management

Individual assignment

  • You will write your own online marketing plan for your organisation or client
  • You will be coached and supported by your lecturer
  • You will conclude the programme with a final interview about your individual assignment
  • After the interview you will immediately hear if you have succeeded

If you already prepared an individual assignment for another programme offered by Beeckestijn Business School, you can get an exemption for this part of the programme. Please consult you principal teacher to see what your options are.

Harvard Case

  • You will be working on a Harvard Business School digital marketing case in groups of 3-4 persons
  • You will learn to apply the theory together with your group and under supervision of the lecturer and develop an online marketing plan for the digital marketing case
  • You will be extending your network
  • You will be presenting your results to each other and the lecturer at the end of the day

Objectives and Outcomes:
What will the Digital Marketing Strategy & Leadership Postgraduate Programme help you achieve?

  • You will have a command of the strategy and practice of Digital Marketing Strategy & Leadership, you will be up to date with the latest trends, developments and insights, and you will be able to develop a strategic online marketing vision, strategy and concepts.
  • Through the lectures you will acquire high-grade knowledge about subjects like digital and online marketing strategy, organizational aspects, customer experience, e-commerce, multichannel, digital branding, online business models down to the latest technological developments and innovations in the area online marketing and social media.
  • You will learn latest insights in the area of online marketing, based on scientific research, and how these can be adopted in actual practice.
  • You will work on a Harvard Business School online marketing case.​
  • You will write your own online marketing plan, including a financial substantiation, ready to be rolled out. 
  • After the successful completion of the programme you will receive your postgraduate 'Digital Marketing Strategy & Leadership' diploma.
  • If you score a grade '7' or higher on your final assignment you will be included in the Register for Digital Marketing professionals.
  • After completing the programme you will be able to take part in an active and valuable alumni programme.
  • You will build a relevant and interesting network, even after your studies.

Who should attend the postgraduate programme Digital Marketing Strategy & Leadership?

The postgraduate programme Digital Marketing Strategy & Leadership has been developed for experienced decision-making professionals and managers who deal with (digital) marketing and the strategic marketing policies of their organization.You will be trained to become an expert in the field of digital and online marketing.

Preliminary education & workexperience

  • A completed higher vocational course, post higher vocational course, or a university degree
  • At least 3 years of relevant work experience 
  • Of course, professionals with sufficient work experience at the desired level are welcome too

Frequent job titles in this programme

  • (Digital) marketing managers
  • Online marketers
  • E-mail marketers
  • Product managers
  • Database managers
  • Campaign managers
  • Direct marketers

Lecture Times and Duration

Evening classes

  • The lectures will take place on a set evening during the week
  • Per evening, two 2-hour lectures will be given
  • The lecture times will be from: ​
    • 4.30 p.m. - 6.30 p.m. college 1
    • 6.30 p.m. - 7.30 p.m. dinerbuffet
    • 7.30 p.m. - 9.30 p.m. college 2
  • In addition to the lectures you will need time to read the course literature and prepare for the lectures. In all, this calls for an investment of 170 hours (including colleges)
  • The total programme will take about 3-4 months.​​

Day classes

  • The lectures will take place on a set day during the week
  • Per day, three 2-hour lectures will be given
  • The lecture times will be from: ​
    • 9.45 a.m - 11.45 a.m. college 1
    • 11.45 a.m. - 12.30 p.m. lunch
    • 12.30 p.m. - 2.30 p.m. college 2
    • 2.30 p.m. - 3.00 p.m. break
    • 3.00 p.m. - 5.00 p.m. college 3
  • In addition to the lectures you will need time to read the course literature and prepare for the lectures. In all, this calls for an investment of 170 hours (including colleges)
  • The total programme will take about 2 months


Tuition fee (incl. arrangement costs)

Professional literature and readers €265,-
Coaching & final exam €495,-
Totaalprijs €5.610,-
  • Inclusive coffee, tea and lunch (by the day classes) or dinner (by the evening classes)
  • All of these prices are exclusive of VAT
  • There are options for VAT-exempt invoicing and payment in instalments
  • Please ask about the possibilities

* Prices mentioned are the current and valid prices. These are the costs that will be charged after you have registered. It may be that the brochures stipulate different prices, but the prices stated on the website prevail.

Beeckestijn Business School staff consists of the leading digital professionals in the country with years of experience in digital business and social media marketing. Our skilled instructors assure that your lectures are delivered by practitioners with the knowledge of the best techniques and latest trends. Thus the lectures offer an interesting mix of theory, strategy and practice, using inspiring business cases and examples.

Please feel free to schedule an appointment for a free personal consultation and career advice to find out if you are eligle to enroll in the programme. We also willhelp you in making the decision whether the programme will match your career goals and professional expectations. Contact us, free of obligation.

Beeckestijn Business School chooses central locations that are easy to reach both by car and by public transport.

Start dates & locations Digital Marketing Strategy & Leadership

Thursday, September 26 2019, Leusden (Evening)
Tuesday, October 8 2019, Amsterdam (Day)
Thursday, October 31 2019, Leusden (Day)