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About the course

The marketing playbook has been rewritten. As consumers and businesses alike buy products and services differently, the skills and tools you need to reach them are continuously evolving. This new playbook presents both a challenge and an exciting opportunity.

Digital Marketing Strategies for the Digital Economy explores the latest emerging commerce and social media technologies, helping you understand and embrace current disruptive innovations in marketing. We focus first on the fundamentals of digital marketing — the behaviors we aim to shape — and then on strategies and tactics required. Our faculty will distill this knowledge into actionable strategies you can start using immediately to engage your customers and gain substantial returns.

Digital Marketing Program Highlights & Benefits

  • Explore the fast-paced evolution of marketing strategy
  • Examine emerging trends and discover how they can be incorporated into existing marketing strategies
  • Acquire a road map for navigating the digital terrain to engage your customers
  • Gain a deeper understanding of the possibilities for digital technologies to transform your marketing’s execution

Experience & Impact

In this program, you will examine the evolution of digital marketing, including changes in both the customer/consumer decision journey and how customers are interacting with both businesses and each other. You will then begin exploring at what point on the decision journey it makes sense for you to interact. With that understanding, the right channel will be evident. It is a reversal of the common practice of choosing a channel — whether it’s on social media, email, or blogs, for example — and then using it to try to reach your customer.

You will gain insight into today’s greatest marketing challenges: how to offer a cohesive experience both online and offline, and how to create content that authentically engages your customers, who, in turn, will create their own content that drives the next generation of customers. Additionally, you will have a tremendous opportunity to interact with Wharton’s top marketing faculty, as well as expert, world-class marketing practitioners who will share share their expertise and real-world experience.

The program will leave you with a new proficiency and understanding of the digital economy — and you’ll return to your workplace equipped with the marketing knowledge and practical applications you need to initiate successful digital marketing that directly affects consumer behavior.

Session topics include:

  • New Business Models in the Digital Economy
  • Reputation and Reviews: Online Advertising
  • Emotions and Digital Advertising
  • Personality Targeting in a Digital World
  • Digital Analytics
  • Digital Contagion: Making Products and Ideas Catch On
  • Navigating Digital Disruption: Innovation Management in the Digital Economy

Who should attend

Digital Marketing Strategies for the Digital Economy is for marketing executives and non-marketers alike who need a deeper understanding of how digital marketing can effectively target customers and activate buying behavior. It is designed to help executives advance their abilities to develop, plan, and execute marketing strategy within the digital economy.

This program will be particularly beneficial to executives in legacy or traditional industries and companies born before the advent of the digital economy, such as those in pharmaceuticals, financial services, retail, consumer packaged goods, manufacturing, and heavy industry, that need to find effective ways to market their goods and services online.

Executives in marketing roles as well as entrepreneurs and start-up founders who are seeking to integrate their business into the digital economy will gain a better understanding of the digital marketing space and hone their e-commerce and social media proficiencies. Additionally, for executives who work in companies or organizations that have not yet made a strong commitment to or investment in digital marketing but wish to do so, this program will provide an excellent immersion in the relevant marketing tools and tactics that are deployed in effective digital marketing campaigns.

Job titles may include Director, VP, SVP, Managing Director, CMO, and related executive titles in the following roles:

  • Web strategy or online strategy development
  • Marketing, new media, digital marketing
  • Content strategy, content development
  • Online marketing
  • Social media

Trust the experts

Jagmohan Raju

Professor Jagmohan S. Raju is the Joseph J. Aresty Professor and Director of the WhartonIndian School of Business Program. He serves as the Vice Dean of the Wharton Executive Education program. Professor Raju is internationally known for his research on pricing strategies, coupon programs, managi...

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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...

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Ron Berman

Ron is an assistant professor of marketing at the Wharton School. He focuses his research on online marketing, marketing analytics and the marketing actions of startup firms. His recent research looks at how advertisers incorrectly attribute sales to online advertising which results in suboptimal...

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Santiago Gallino

Bio Santiago Gallino is an Associate Professor of Business Administration at the Tuck School of Business. He is interested in operations management challenges in the retail industry. Santiago studies both omni-channel integration and store execution issues in retail. In his research, he uses fie...

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Jehoshua Eliashberg

Jehoshua (Josh) Eliashberg is the Sebastian S. Kresge Professor of Marketing and Professor of Operations, Information and Decisions at the Wharton School of the University of Pennsylvania. He also held visiting scholar positions at the Business Schools of The University of Chicago, Chulalongkorn ...

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Rom Schrift

Professor Rom Schrift is an assistant professor of Marketing at the Wharton School, University of Pennsylvania. He earned his PhD in Marketing and Master’s in Philosophy from Columbia University Business School. Professor Schrift studies consumer behavior focusing on judgment and decision making...

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Yoram (Jerry) Wind

Professor Jerry Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and ...

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Succeed in the Digital Economy with Digital Marketing Strategies

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