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Discover strategies, tools, and best practices to deliver organizational value through integrated digital marketing.
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Digital strategies, emerging technologies, and innovation have increasingly become the focus in modern marketing. It’s essential that businesses address any skills gaps and develop a fundamental understanding of how to generate value through customer-centric digital marketing.
During this eight-week program, you’ll explore how key digital marketing tools – including social media and mobile technology – can be leveraged to improve the consumer journey. Delve into the role experimentation and analytics play in enabling data-driven insights to empower decisions regarding the broader strategies of your organization.
This program is aimed at business leaders, professionals, executives and entrepreneurs, who want to gain a better understanding of their customers, and learn how to use key digital marketing tools and an integrated digital marketing strategy to enhance business performance. In an ever-changing consumer and digital landscape, this is essential for anyone who wishes to explore the role of digital marketing within an organization and how it can be utilized to inform decision-making strategy.
Learn to make data-driven strategic decisions using key digital marketing tools, as you work through the weekly modules of this online program and engage with an international cohort of like-minded business leaders and professionals.
Orientation module: Welcome to your Online Campus
Module 1: Frameworks for generating customer value
Module 2: Paid media: Advertising that reaches customers
Module 3: Owned media: Impactful content marketing
Module 4: Social media: Listening, promotion and engagement
Module 5: Expanding value using mobile technologies
Module 6: Using analytics to innovate
Module 7: Organizational considerations for digital transformation
Module 8: Digital marketing, regulation and the future
Acquire knowledge in strategic digital marketing and earn an official certificate of participation from the Yale School of Management Executive Education.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
The expected number of data sources brands will be using to drive marketing campaigns in 2025.
_Salesforce Pardot (Apr, 2019).___
The year digital advertising will account for more than half the global adspend for the first time.
_Zenith Media (Jul, 2019).___
GetSmarter, an edX partner, delivers career-relevant, fully supported, and expert-led online courses from the world's leading universities and institutions. As an online learning expert with over 15 years' experience, GetSmarter leverages long-standing expertise in market research, data analysis, and business insights to ensure that you gain the skills critical to career growth.