Course Materials

You can download all the training materials you need for this course here:

General Programme information document

  1. Class Activity Workbook
  2. Global Digital Statistics
  3. S.M.A.R.T Goals framework
  4. Digital Transformation Framework
  5. Think Forward – Understanding The Rules of Social Media
  6. Deloitte Tech Trends
  7. Short Social Media Calendar
  8. Full Social Media Calendar with Content Planner
  9. Social Media Strategy Exercise
  10. Digital Transformation Strategy Exercise (MS Doc)
  11. Digital Strategy Case Studies (Nursery Template)
  12. Digital Strategy Case Studies (A Learning Institution)
  13. Value Proposition Canvas
  14. McKinsey Value Proposition Pitch Narrative
  15. 30 Brands with the best digital marketing initiatives


More Reading & Personal Development

Consumer Behaviour

  • Rodriguez, B. 2018. Putting customer experience at the center of digital transformation. Available: center-of-digital-transformation/ [2018, July 31].
  • Salesforce. 2018. Customer expectations hit all-time highs. Available: [2018, July 31].
  • Salesforce. n.d. State of the connected customer. Available: of-the-connected-customer-report-second-edition2018.pdf [2018, July 31].
  • Smart Assistant. 2016. Consumers in the digital age: what they expect and need from you. Available: Expectations-Report.pdf?t=1485898941143 [2018, July 31].
  • Smith, S. 2018. Customer expectations: 7 types all exceptional researchers must understand. Available: [2018, July 31].
  • Tanford, S., Baloglu, S. & Erdem. M. 2012. Travel packaging on the internet: the impact of pricing information and perceived value on customers choice. Journal of Travel Research. Available:
  • Wilson, A., Zeithaml, V., Bitner, M.J. & Gremler, D.D. 2016. Customer expectation of service. In Services marketing: integrating customer focus across the firm. Rev. 3rd ed. London: McGraw-Hill Education.
  • World Economic Forum. n.d. How companies can win the race to meet customer expectations. Available: race-to-meet-customer-expectations/ [2018, July 31].


Digital Transformation

  • Brooks, G., Smets, M. & Stephen, A. 2018. Understanding chief digital officers: paradoxical protagonists of digital transformation. Available: 10/UnderstandingChiefDigitalOfficers.pdf [2018, November 19].
  • Capgemini Consulting. 2011. Digital transformation: a roadmap for billion-dollar organisations. Available: content/uploads/2017/07/Digital_Transformation__A_Road-Map_for_Billion- Dollar_Organizations.pdf [2018, November 2].
  • Choudhuri, S. 2018. 5 Steps for developing a digital transformation strategy. [Blog, 25 January]. Available: digital-transformation-strategy/ [2018, November 2].
  • Deloitte. 2016. Thinking big with business transformation: six keys to unlocking breakthrough value. Available: operations/us-sdt-think-big-business-transformation.pdf [2018, November 2].
  • Digiperform. 2015. How Asian Paints used digital marketing to transform its business. Available: business/ [2018, November 2]. © 2018 University of Oxford All Rights Reserved
  • Digital Marketing Institute. n.d. Digital transformation: 5 examples of organizations that excel. Available: transformation-5-examples-of-organizations-that-excel [2018, November 2].
  • Goldberg, E. 2018. Digital doyenne: Carissa Ganelli leads Subway’s digital transformation. Available: ways_digital_transformation.html [2018, November 2].
  • Trites, D. 2017. Under armour transforms into world’s largest digital fitness brand. Available: transforms-into-worlds-largest-digital-fitness-brand/#57ec410331e3 [2018, November 2].
  • Turchi, P. 2018. The digital transformation pyramid: a business-driven approach for corporate initiatives. Available: transformation/digital-transformation-pyramid-business-driven-approach- corporate-initiatives/ [2018, November 2].
  • Wallace, B. 2018. A look at the role of the chief digital officer. Available: [2018, November 2].