Digital Marketing Strategies by Kellogg School of Management
This Digital Marketing Certification from Kellogg School of Management is intended for business leaders, managers, and marketing professionals and strategists who manage a marketing team and are responsible for chalking out marketing strategies to drive growth and/or are responsible for attracting and retaining customers in some way or delivering products and services.
This program imparts an end-to-end perspective of the modern marketing process. It teaches students how to make use of automation to make marketing practices more productive and agile, how to mine new sources of customer data to create personalized communications, and how to leverage analytics and artificial intelligence (AI) to optimize marketing activities.
The program comprises of 8 modules. It uses a very practical, applied learning approach, so students learn to put all strategies to practice. Throughout the program, students work on a Marketing Transformation Challenge. They identify a business challenge and then solve it with a marketing solution. The 8 modules cover the following topics:
- A Framework for Marketing in a Digital World
- Understand Customers and Generating Insights
- Customer Segmentation and Behavioural Marketing
- The Customer Journey and Content Strategy
- Brand Storytelling in a Digital World
- Accelerating Marketing Execution through Agile Marketing
- Marketing Attribution, Testing, and Experimentation
- Marketing Automation and Artificial Intelligence in Marketing
This Digital Marketing Certificate program is led by Professor Mohanbir Sawhney – a globally-recognized scholar, educator, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has authored several bestseller management books, and his research has been published in several leading academic journals.
Key Highlights
- Learn Marketing Strategies applicable to a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others
- Understand ways to discover customer insights using social mining, AI applications etc.
- Learn how to map customer journey and how to design content according to that
- Discover how to evolve your marketing by incorporating data, analytics and optimization techniques for improved decision-making
- Learn segmentation techniques and behavioural marketing
- Real world case studies of companies using new marketing technologies, including AT&T, FedEx, Google, P&G, Claussen and more
- Verified Digital Certificate of Completion from Kellogg Executive Education
Duration : 2 months, 4-6 hours per week
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