Comprehensive course analysis
Who should attend
- Early career professionals who want to enter a high-growth field
- Professionals looking to switch from an existing function into marketing
- Traditional marketers or corporate communications professionals who want to build on their current skillset and develop digital marketing capabilities
- Digital marketers seeking to expand their capabilities by taking a deeper dive into understanding both the strategic and tactical aspects of the digital marketing landscape
About the course
The Professional Certificate in Digital Marketing is your launchpad to advancing a career in digital marketing. This in-depth online program will give you a broad overview of the digital marketing landscape, enable you to develop the most in-demand skills, and help you find your niche in this rapidly expanding field. In addition to learning digital marketing techniques across a wide range of areas like search engine optimization and social media marketing, certifications from top digital platforms such as Google and HubSpot offer enhanced validation of the skills you will have developed.
- Acquire a start-to-finish perspective of the strategy and implementation required to be a professional digital marketer
- Gain hands-on experience with marketing tools such as SEO, SEM, social media, email marketing and display ads
- Learn how to use metrics such as SMART goals, conversion optimization, A/B tests, attribution and experimentation to optimize your marketing plan
- Create high-impact content that engages a new generation of consumers
- Develop ad strategies for social media with content that you plan, create and promote
- Receive a Certificate of Completion from Kellogg School of Management Executive Education
Module 1: Introduction to the Digital Marketing Landscape
Understand how the current landscape of digital marketing differs from traditional marketing methods and conduct a self-assessment of your skills.
Module 2: Digital Marketing Fundamentals
Become familiar with fundamental concepts such as customer personas, segmentation, funnels and value propositions.
Module 3: A Framework for Marketing in the Digital World
Understand customer expectations in the digital age, learn how to measure return on engagement and gain insight into the vital role of data and automation.
Module 4: Understanding Customers and Generating Insights
Learn about the nature of customer insights through social data and AI, as well as customer experience mapping.
Module 5: Customer Segmentation and Behavioral Marketing
Discover the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Module 6: Content Marketing
Understand what content marketing is, and the skills and platforms involved.
Module 7: Search Engine Optimization
Learn the basics of how search engines work and how to optimize your content for searchability.
Module 8: Social Media (Organic)
Understand why you need a social media marketing strategy.
Module 9: The Customer Journey and Content Strategy Module 10: Brand Storytelling in a Digital World
Discover how to align content strategy and innovations with customer intent.
Module 10: Brand Storytelling in a Digital World
Identify and create an effective brand story that resonates with consumers. Module 11 Search Engine Marketing
Learn to leverage platforms such as Google Ads to find customers.
Module 12: Social Media (Paid)
Discover how to get your brand in front of relevant audiences.
Module 13: Email Marketing
Acquire best practices for successful email marketing and learn how to avoid the dreaded spam filter.
Module 14: Other Digital Channels
Explore other methods for expanding your reach.
Module 15: Accelerating Marketing execution
Learn how to market better, faster and stronger for organizations big and small.
Module 16: Metrics and Measurement
Develop the ability to know what works and what doesn’t work in your marketing mix.
Module 17: Conversion Rate Optimization (CRO)
Create a process for optimizing your investments in marketing across all channels.
Module 18: Marketing Attribution, Testing and Experimentation
Identify your customer touchpoints to understand what, where and why customers purchase.
Module 19: Marketing Automation and AI in Marketing
Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.
Module 20: Capstone Project
Build upon your key takeaways from the hands-on exercises and apply them in a final capstone project, pulling together the various topics covered in the program.
Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in business innovation, modern marketing and Artificial Intelligence applications in business. Prof. Sawhney has written seven management books as well as dozens of influential articles in leading academic journals a...
Marketing professor with interests in social media and sustainability. Currently teaching consumer behavior, sustainability marketing and digital marketing strategies. Currently researching how sustainability is communicated in the supply chain using digital media. B.A. University of California L...
Matt Cardoni has over 18 years’ experience in technical and marketing roles. In the past 10 years he has specialized in helping mission driven organizations with their digital marketing; Patagonia, Ann Arbor Hands-On Museum (current) and the Peggy Notebaert Nature Museum are a few example clients...
Kim Rust is a mobile app product strategist and digital educator at Rustcraft Digital. She has deep expertise in the mobile app space having helped build, market, launch and maintain over 30 mobile applications in retail, media, financial services and social networking - both B2B and B2C products...
Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations and teams learn and organize. He has facilitated multiple design sprints both in-person and remotely that have helped teams to identify problems, creatively define solutions, and bui...
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