Course description
Digital Marketing: A Strategic Perspective
Earn an official certificate of professional achievement from Yale University.
Digital strategies, emerging technologies, and innovation have increasingly become the focus in modern marketing. Its 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, youll 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.
Who should attend?
Is this program for you?
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.
Training content
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
Course delivery details
Duration
- 8 weeks Excluding orientation
- 6-8 hours per week Self-paced learning online
Certification / Credits
- Explore 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 a certificate, youll 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.
- Your certificate will be issued in your legal name and sent to you upon successful completion of the program, as per the stipulated requirements.
What will set you apart
On completion of this program, youll walk away with:
- Practical digital marketing skills to effectively drive lead generation and conversions.
- The ability to implement an integrated digital marketing strategy.
- An understanding of how to harness data and key digital marketing tools to make informed business decisions.
Why choose GetSmarter?
- Data-driven course selection
- Outcomes-based design
- People-mediated delivery
GetSmarter
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