Digital Marketing Certificate Program

Fundamentals of Digital Marketing, Social Media, and E-Commerce

$585
Duration: 6 weeks*

Companies like  Facebook and Uber have dramatically changed how we interact and get from point A to B. The digital economy is constantly changing, challenging businesses and social institutions to evolve. Whether you’re an investor, manager, or student, you need innovative strategies to navigate in this new environment.

Fundamentals of Digital Marketing, Social Media, and E-Commerce will equip you with real-world principles of digital marketing that will become an essential part of your professional arsenal. This course is taught by Wharton Assistant Marketing Professor, Ron Berman, and is designed to help you understand the new online-offline environment. You’ll learn the insights and skills necessary to succeed in digital, social media, and ecommerce marketing.

Course Modules

1. Designing a Digital Marketing Strategy
2. New Business Models
3. Tools and Principles
4. Metrics and Optimization

Participants Will Learn How To:

• Apply new models to increase profitability in business and e-commerce
• Utilize effective social media and digital marketing tactics
• Implement real-world digital marketing and ecommerce techniques
• Market yourself and your products more effectively

Managing the Value of Customer Relationships

$585
Duration: 6 weeks

Did you know your best opportunities for growth might not only be from new products or services? Instead, they could be found by focusing on your current top customers — and finding new ones with similar behavioral tendencies.

Managing the Value of Customer Relationships was created to help you determine your most valuable customers and maximize their value. Created by Pete Fader, a renowned analytics thought leader and co-founder of Zodiac, this course will transform how you create and implement customer-centric strategies for your business. You’ll also learn how to equip your product development processes to better meet your most valuable customers’ needs.

Course Topics

• Product Centricity versus Customer Centricity
• Customer Equity and Firm Valuation
• Customer Lifetime Value
• Managing Customers According to Value
• Acquisition and Retention Optimization

Participants Will Learn How To:

• Advocate for customer centricity in your business
• Make informed decisions about if and when to invest in customer centricity
• Decide which experiments will help your business reach greater customer centricity
• Find the balance between customer-centric and product-centric efforts
• Choose metrics that assess ongoing customer-centric efforts

Marketing Analytics: Data Tools and Techniques

$585
Duration: 6 weeks

Today’s businesses have an influx of data related to their products, services, and audience. But how do you analyze that data and put it to good use?

Marketing Analytics: Data Tools and Techniques will help you understand the tools and tactics used to make data-driven decisions for your company or business. Raghu Iyengar, a nonlinear pricing scheme researcher, applies real-word examples to explain how you can uncover actionable insights from sources like online transaction, customer survey, and advertising data.

By the end of this course, you’ll know how to better approach managerial problems from a data-savvy point of view and use analytics to tell a powerful narrative for your business.

Course Modules

1. Introduction to Data Collection, Market Research, and Analysis
2. Regression
3. Conjoint Analysis
4. Social Media Analytics

Participants Will Learn How To:

• Model cause and effect in regression analysis
• Value attributes and measure preference through conjoint analysis
• Use Social Media Analytics to inform business decisions
• Innovate your market research techniques

Selling Ideas: How to Influence Others, and Get Your Message to Catch On

$585
Duration: 6 weeks

If word of mouth is 10 times as effective as traditional marketing, then how can you get people to talk about and share your product or service?

Selling Ideas: How to Influence Others, and Get Your Message to Catch On provides applicable steps to make ideas stick. Led by Jonah Berger, author and world-renowned expert on word of mouth and consumer behavior, this course will help you build stickier messages that influence behavior. It also explores how word of mouth marketing can be an affordable vehicle for business growth.

By the end of this course, you’ll be able to craft contagious content and leverage social media to make your message catch on. Whether you’re a young entrepreneur, big business executive, or non-profit leader, this course can help you better sell your organization’s ideas.

Course Modules

1. Consumer Psychology: Exposure, Perception, Memory
2. What Makes Ideas Sticky
3. How Social Influence Shapes Behavior
4. The Power of Word of Mouth
5. Social Networks

Participants Will Learn How To:

• Improve messaging so it sticks with your audience
• Generate more word of mouth
• Get your products, services, and ideas to catch on
• Leverage social media and measure its effectiveness
• Influence and shape behavior more effectively