Digital Marketing: A Strategic Perspective
offered by Yale University

Private University
1075 acre campus
Estd. 1701

Digital Marketing: A Strategic Perspective
at
Yale University
Overview

Explore the process of digital transformation, and discover how to integrate marketing insights into the greater strategic objectives of your organization

Duration	8 weeks
Total fee	₹1.97 Lakh
Mode of learning	Online
Course Level	UG Certificate

Digital Marketing: A Strategic Perspective
at
Yale University
Highlights

Earn a certificate of completion from Yale University

Digital Marketing: A Strategic Perspective
at
Yale University
Course details

Skills you will learn

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

Who should do this course?

For Both junior and mid-career marketers
For Non-marketing professionals
For Business leaders and entrepreneurs
For Professionals wanting to formalize their experience and knowledge

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
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
Yale University
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
Yale University
Faculty details

K. Sudhir

Professor Sudhir holds a Ph.D. in Marketing from Cornell University. He joined the Yale School of Management as an Assistant Professor of Marketing in 2001. Sudhir became the James L Frank Associate Professor of Private Enterprise and Management in 2003, and a Professor of Marketing in 2006.

Jiwoong Shin

Professor Shin has been at the Yale School of Management since 2004. He holds a Ph.D. in Management Science from MIT. His research focuses on understanding why people engage in word of mouth, and he also looks at how firms can take advantage of this by encouraging word of mouth.