Digital Marketing: A Strategic Perspective

Offered byExecutive Education

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Course Info

Digital Marketing: A Strategic Perspective
at
Executive Education
Overview

Learn to use key digital marketing tools and insights to better inform strategic business decisions and maximize value

Duration	8 weeks
Total fee	₹1.75 Lakh
Mode of learning	Online
Official Website	Go to Website
Credential	Certificate

Digital Marketing: A Strategic Perspective
at
Executive Education
Highlights

Earn a certificate from Executive Education
Learn from industry experts

Digital Marketing: A Strategic Perspective
at
Executive Education
Course details

Skills you will learn

Search Engine optimization Digital marketing Content marketing Advertising Marketing SEO Social media marketing

Who should do this course?

Both junior and mid-career marketers who wish to improve their digital marketing skills for better business performance
Non-marketing professionals who are interested in exploring different functions within a business and how digital marketing can inform their strategic business decisions
Business leaders and entrepreneurs who aim to gain a better customer understanding and who hope to harness digital marketing channels to create value in the consumer journey
Professionals wanting to formalize their experience and knowledge with a certificate of participation from one of the world’s leading business schools

What are the course deliverables?

Use analytics, data, and experimentation to identify opportunities for digital marketing innovation
Explore the potential to create and capture value in the customer journey, and how to best guide consumers with content marketing
Capitalize on value from owned media via search engine optimization (SEO), paid media strategies, dashboard analytics, and social media marketing
Identify effective paid media strategies for specific customer journey points
Learn to prepare your organization for digital transformation

More about this course

The Digital Marketing: A Strategic Perspective online program from the Yale School of Management Executive Education empowers marketers and business professionals to transcend silos in their organization and lead integrated, marketing-related digital transformation
Over the course of eight weeks, guided by Yale School of Management faculty, you’ll explore how social media, SEO, content marketing, mobile technologies and other key digital marketing tools can be leveraged to create and extract value for your customer
You’ll also consider how analytics and experimentation can be used to reveal opportunities for strategic innovation, and be analyzed to inform evidence-based insights

Digital Marketing: A Strategic Perspective
at
Executive Education
Curriculum

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 and emerging technologies

Module 6: Using analytics to innovate

Module 7: Organizational considerations for digital transformation

Module 8: Digital marketing, regulation, and the future

Digital Marketing: A Strategic Perspective
at
Executive Education
Faculty details

Jiwoong Shin

Professor Shin’s research focuses on quantitative marketing, marketing strategy, and applied economic theory. His several award-winning pieces of research advance our understanding of firms’ strategic actions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM.

K. Sudhir

K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management, where he has been a faculty member since 2001. He is Professor of Economics (by courtesy) at the Yale Economics Department. He leads the academic-industry interface for quantitative marketing at the Yale Center for Customer Insights (YCCI).