Digital Marketing Strategy & Leadership (postgraduate programme)

Learn developing a digital marketing strategy and drive your brand

New technologies and media evidently lead to new revenue models, competitors and customer behaviour. This also impacts the way in which organizations and institutions are managed. There is a growing need for concrete knowledge about digital and online marketing at a managerial level. How can I make my current organization future-proof? How do I develop successful new business models? How do I respond to changing markets and clients? How do I arm myself with the knowledge I need to not get bogged down in five-year plans and and operate in a more agile way?

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.

The postgraduate programme Digital Marketing Strategy & Leadership has been developed for professionals and managers who want to make the most of digital and online marketing and to use it for strategic purposes. In a span of 5 months you will learn how to successfully develop digital and online marketing at a managerial and strategic level and how to develop new business models and give advice about this. Thanks to the very experienced teachers, the interaction with your fellow students, the practical knowledge and many case studies, you will learn how to become a digital and online leader within 5 months.

Language of instruction: English

In Summary

Lectures: Tuesday, Wednesday
Duration: 9 days in 3 months
Investment: € 4,650 VAT, literature and exam not included
Location(s): Amsterdam, Leusden

Course Content and Framework

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. The Digital Marketing Strategy & Leadership Programme consists of 20 sessions, a Harvard Business case day, a workshop, and you writing your own digital marketing plan.

Framework and Topics for the Digital Marketing Strategy & Leadership Programme (postgraduate)
Module 1 - Trends & Strategy

  • Digital Marketing Strategy and Plan
  • Digital Worlds: Trends & Innovation and Changing Consumer Behaviour
  • E-commerce Strategy
  • Changing Business Models
  • Online Customer Experience Management & Customer Journeys

Module 2 - Tactics and Digital Marketing Mix

  • Social Media
  • Digital Marketing Strategy Case
  • Digital Advertising
  • Content Marketing
  • Community Management
  • Search Engine Strategies
  • Search Engine Tactics
  • Digital Branding
  • Mobile Marketing
  • Digital & Web Analytics
  • Usability & Experience

Module 3 - Leadership, Organization & Implementation

  • Best Practice E-commerce & Conversion
  • Harvard Business School Digital Marketing Case
  • Growth Hacking
  • Agile Marketing
  • Digital Leadership & Change Management

Individual Assignment

You will conclude the programme with a final interview about your individual assignment. This individual assignment consists of an online marketing & business plan that you draft for your organisation or for a business relation. When you have completed the programme you will have your own digital marketing strategy & business plan (Incl. organization and change), supported and reviewed by teachers and experts. 

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

To guarantee the effectiveness of the programme, theoretic insights are alternated with business cases. During the programme a daily event is scheduled (onsite) where you will be working on a Harvard Business School digital marketing case in groups, and where you will be presenting your results to each other. During this inspiring and extremely valuable day you will also be extending your network.

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.

Preliminary education

Participants are expected to be able to follow an intense programme, which will call on their analytic, strategic, commercial and communication skills. A completed higher vocational course, post higher vocational course, or a university degree with at least 3 years of relevant work experience is the minimum requirement for enrolment. Of course, professionals with sufficient work experience at the desired level are welcome too. For example: (digital) marketing managers, online marketers, e-mail marketers, product managers, database marketers, campaign managers, mareting directors, direct marketers, business managers, etc. You will be trained to become an expert in the field of digital and online marketing.

Lecture Times and Duration

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.,
12.30 p.m. - 2.30 p.m. and from 3.00 p.m.- 5.00 p.m. The total programme will take about 2 months.


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 4 to 6 hours, in addition to attending the lectures. The postgraduate programme Digital Marketing Strategy & Leadership has been developed for professionals and managers and can easily be combined with a (busy) work schedule.


The tuition fee for the postgraduate programme Digital Marketing Strategy & Leadership is € 4,650. This does not include the set of professional literature and readers, which cost € 265. The costs of the individual final interview and coaching amount to € 395. Catering and buffet are included in the tuition fee. All of these prices are exclusive of VAT.
There are options for VAT-exempt invoicing and payment in instalments. Please ask about the possibilities.

After completing the programme, participants will receive the official postgraduate diploma "Digital Marketing Strategy & Leadership" of Beeckestijn Business School.

* Prices mentioned are the current and valid prices per 1 January 2016. 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

Wednesday, April 4 2018, Leusden (Day)
Wednesday, April 4 2018, Amsterdam (Day)