Digital Marketing Certificate Program

The Wharton School

How long?

  • online
  • on demand

The Wharton School

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Who should attend

  • Marketing Students
  • Marketing Managers
  • Product Managers
  • Social Media Managers
  • Small Business Owners
  • Entrepreneurs
  • Non-Profit Directors
  • Advertising Executives

About the course

The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new environment.

Make yourself more marketable and put your career in high gear with the Digital Marketing Certificate online program from Wharton. Learn the key marketing skills most in-demand today: omni-channel marketing, marketing analytics, social media strategy and analysis, and data-driven customer-centric approaches to customer retention.

Designed by world-renowned marketing professors at the Wharton School, home of one of the top marketing programs in the country, the online Digital Marketing Certificate program from Wharton helps you develop the digital marketing skills you need to take advantage of the explosive growth in the marketing industry.

WHY STUDY DIGITAL MARKETING?

Top-performing companies are twice as likely as their mainstream peers to classify themselves as “digital-first” (18% versus 9%) In the United States, 63% of professionals working in digital marketing roles struggle with strategy and planning Only 1 in 4 marketers are highly confident they can quantify ROI across their digital and traditional media mix

Key Certificate Program Takeaways

Participants will learn how to:

  • Market goods, services, and ideas more effectively online
  • Leverage new models in business and e-commerce to increase profitability
  • Use the right metrics to gauge and guide ongoing customer-centric efforts
  • Generate word of mouth and influence others more effectively
  • Use new techniques in digital market research, including regression analysis, conjoint analysis, and social media analysis

Digital Marketing Certificate Program Courses

Course 1: MARKETING ANALYTICS: DATA TOOLS AND TECHNIQUES

Today’s businesses have an influx of data related to their products, services, and audience. But how do you analyze that data and put it to good use?

Marketing Analytics: Data Tools and Techniques will help you understand the tools and tactics used to make data-driven decisions for your company or business. Raghu Iyengar, a nonlinear pricing scheme researcher, applies real-word examples to explain how you can uncover actionable insights from sources like online transaction, customer survey, and advertising data.

By the end of this course, you’ll know how to better approach managerial problems from a data-savvy point of view and use analytics to tell a powerful narrative for your business.

Course Modules

  • Introduction to Data Collection, Market Research, and Analysis
  • Regression
  • Conjoint Analysis
  • Social Media Analytics

Participants Will Learn How To:

  • Model cause and effect in regression analysis
  • Value attributes and measure preference through conjoint analysis
  • Use Social Media Analytics to inform business decisions
  • Innovate your market research techniques

Course 2: MANAGING THE VALUE OF CUSTOMER RELATIONSHIPS

Did you know your best opportunities for growth might not only be from new products or services? Instead, they could be found by focusing on your current top customers — and finding new ones with similar behavioral tendencies.

Managing the Value of Customer Relationships was created to help you determine your most valuable customers and maximize their value. Created by Pete Fader, a renowned analytics thought leader and co-founder of Zodiac, this course will transform how you create and implement customer-centric strategies for your business. You’ll also learn how to equip your product development processes to better meet your most valuable customers’ needs.

Course Topics

  • Product Centricity versus Customer Centricity
  • Customer Equity and Firm Valuation
  • Customer Lifetime Value
  • Managing Customers According to Value
  • Acquisition and Retention Optimization

Participants Will Learn How To:

  • Advocate for customer centricity in your business
  • Make informed decisions about if and when to invest in customer centricity
  • Decide which experiments will help your business reach greater customer centricity
  • Find the balance between customer-centric and product-centric efforts
  • Choose metrics that assess ongoing customer-centric efforts

Course 3: SELLING IDEAS: HOW TO INFLUENCE OTHERS, AND GET YOUR MESSAGE TO CATCH ON

If word of mouth is 10 times as effective as traditional marketing, then how can you get people to talk about and share your product or service?

Selling Ideas: How to Influence Others, and Get Your Message to Catch On provides applicable steps to make ideas stick. Led by Jonah Berger, author and world-renowned expert on word of mouth and consumer behavior, this course will help you build stickier messages that influence behavior. It also explores how word of mouth marketing can be an affordable vehicle for business growth.

By the end of this course, you’ll be able to craft contagious content and leverage social media to make your message catch on. Whether you’re a young entrepreneur, big business executive, or non-profit leader, this course can help you better sell your organization’s ideas.

Course Modules

  • Consumer Psychology: Exposure, Perception, Memory
  • What Makes Ideas Sticky
  • How Social Influence Shapes Behavior
  • The Power of Word of Mouth
  • Social Networks

Participants Will Learn How To:

  • Improve messaging so it sticks with your audience
  • Generate more word of mouth
  • Get your products, services, and ideas to catch on
  • Leverage social media and measure its effectiveness
  • Influence and shape behavior more effectively

Course 4: FUNDAMENTALS OF DIGITAL MARKETING, SOCIAL MEDIA, AND E-COMMERCE

Companies like Facebook and Uber have dramatically changed how we interact and get from point A to B. The digital economy is constantly changing, challenging businesses and social institutions to evolve. Whether you’re an investor, manager, or student, you need innovative strategies to navigate in this new environment.

Fundamentals of Digital Marketing, Social Media, and E-Commerce will equip you with real-world principles of digital marketing that will become an essential part of your professional arsenal. This course is taught by Wharton Assistant Marketing Professor, Ron Berman, and is designed to help you understand the new online-offline environment. You’ll learn the insights and skills necessary to succeed in digital, social media, and ecommerce marketing.

Course Modules

  • Behavioral Foundations
  • New Forms of Interaction
  • Tools and Principles
  • New Media Platforms

Participants Will Learn How To:

  • Apply new models to increase profitability in business and e-commerce
  • Utilize effective social media and digital marketing tactics
  • Implement real-world digital marketing and ecommerce techniques
  • Market yourself and your products more effectively

Experts

Peter Fader

Peter S. Fader is the Frances and PeiYuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of ...

Jonah Berger

Jonah is the James G. Campbell Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. He is the author of the New York Times bestseller Contagious: Why Things Catch On, and has published dozens of articles in top-tier academic journals. Popular accounts of his w...

Raghuram Iyengar

Professor Raghu Iyengar's research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multipart pricing schemes on consumer response. The success of such pricing mechanisms to extract consumer surplus depends on how consumers res...

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Digital Marketing Certificate Program at The Wharton School

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