Digital Marketing Certificate Program
Digital Marketing Certificate Program
The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new environment.
Make yourself more marketable and put your career in high gear with the Digital Marketing Certificate online program from Wharton. Learn the key marketing skills most in-demand today: omni-channel marketing, marketing analytics, social media strategy and analysis, and data-driven customer-centric approaches to customer retention.
Designed by world-renowned marketing professors at the Wharton School, home of one of the top marketing programs in the country, the online Digital Marketing Certificate program from Wharton helps you develop the digital marketing skills you need to take advantage of the explosive growth in the marketing industry.
Why Study Digital Marketing?
- Top-performing companies are twice as likely as their mainstream peers to classify themselves as “digital-first” (18% versus 9%)1
- In the United States, 63% of professionals working in digital marketing roles struggle with strategy and planning2
- Only 1 in 4 marketers are highly confident they can quantify ROI across their digital and traditional media mix3
Who Should Take This Online Certificate Program?
- Marketing Students
- Marketing Managers
- Product Managers
- Social Media Managers
- Small Business Owners
- Non-Profit Directors
- Advertising Executives
January 7, 2019
March 4, 2019
April 29, 2019
4 weeks per course
3-5 hours per week
Watch the video to learn about the power of this Wharton Certificate.
David Bell: Digital marketing skills are really critical in today’s workplace, whether or not we’re talking about a large global Fortune 500 firm or just a new startup with three or four people. In the digital economy we have this ability to speak directly to a customer and start a relationship in a way that we couldn’t do even five years ago, and certainly not 10 or 20.
Peter Fader: Digital marketing gives us access to all kinds of behaviors that didn’t exist before.
Raghuram Iyengar: For many marketers, this is very new—in that they know a lot about their customers if they do the analysis perfectly. That’s where the opportunities are; that’s where its becoming exciting. Targeting, customization, all of these things are now operational but only if you use the data efficiently.
David Bell: Having a working knowledge of how the digital economy is affecting our ability to reach customers directly, to understand their behavior, to be more efficient, more effective.
Jonah Berger: Whether its thinking about how to build a social media strategy or leverage your website and thinking about being omnichannel, digital marketing is really key to moving the metrics forward.
Raghuram Iyengar: There are lots and lots of interesting opportunities out there, but if you think about people who fill in and exploit those opportunities, they need a different type of skillset.
Jonah Berger: Whether you’re a younger person looking to cut into an industry or find a larger range of job offers, or you’re an older individual who’s been around for a while and wants to update your skillset to stay relevant, I think digital marketing is a useful toolkit to do that.
Raghuram Iyengar: Completing the Digital Marketing Certificate will help professionals in two ways. One is they’ll become with new types of data—mobile data, search data, and so on—and new types of analysis that one can do. Both to what end? To making better marketing decisions.
David Bell: But what we really give you here at the Wharton School are the frameworks and the research backing for really giving you an understanding that goes even beyond the course. Once you take the concepts and frameworks on board, you’ll have an ability when something new comes along, you’ll know where that slots in. I think that’s really the biggest value we’re offering here at the Wharton School.
Jonah Berger: I think in addition to the traditional digital marketing tools we’re talking about, there’s also a lot of useful add-ons that will help you update your skills more broadly.
Peter Fader: There are a lot of jobs out there that really demand these kind of digital marketing skills, but a lot of job seekers who don’t necessarily have them. So getting this certificate is a great way to get up to speed, have a good time and prepare for the ever-changing future.
Digital Marketing Certificate Program Courses
FUNDAMENTALS OF DIGITAL MARKETING, SOCIAL MEDIA, AND E-COMMERCE
Duration: 6 weeks (2-3hours/week)
Arm yourself with the essential principles and practices of marketing in the digital economy. In this business and management course, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.
Marketing Analytics: Data Tools and Techniques
Duration: 6 weeks (3-4 hours/week)
This course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business. You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results.
MANAGING THE VALUE OF CUSTOMER RELATIONSHIPS
Duration: 6 weeks (3-4 hours/week)
In this course, you’ll radically rethink how you develop and implement customer-centric strategies that you can apply to your existing customers today. You’ll also gain valuable insights for how to apply performance metrics and rethink product development processes to meet the needs of your most valuable customers.
SELLING IDEAS: HOW TO INFLUENCE OTHERS, AND GET YOUR MESSAGE TO CATCH ON
Duration: 6 weeks (2-3 hours/week)
Learn how to craft contagious content, build messages that stick, leverage social media, and make any product or idea catch on. Whether you’re a budding entrepreneur, an employee in a big business, or leading a non-profit, this course will provide a roadmap to help you make your ideas more successful.
Key Certificate Program Takeaways
Participants will learn how to:
- Market goods, services, and ideas more effectively online
- Leverage new models in business and e-commerce to increase profitability
- Use the right metrics to gauge and guide ongoing customer-centric efforts
- Generate word of mouth and influence others more effectively
- Use new techniques in digital market research, including regression analysis, conjoint analysis, and social media analysis
World-Class Wharton Faculty
The online Digital Marketing Certificate program is delivered by world-renowned professors at the Wharton School, home of one of the top marketing programs in the country. Interact with and learn from leading experts on how products, ideas, and behaviors catch on. Their research has been published in leading journals, and they have been quoted or featured in outlets like The New York Times, Wall Street Journal, and Harvard Business Review.
Faculty research interests include:
- Digital marketing
- Viral marketing
- Online shopping behaviors
- Sales forecasting
Peter Fader, PhD
Frances and Pei-Yuan Chia Professor; Professor of Marketing, The Wharton School
Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral data
Raghuram Iyengar, PhD
Miers-Busch, W’1885 Professor, Professor of Marketing; Faculty Co-Director, Wharton Customer Analytics Initiative (WCAI), The Wharton School
Research Interests: Pricing, social influence, social networks
Xinmei Zhang and Yongge Dai Professor, Professor of Marketing; Academic Director for Digital Marketing and Electronic Commerce in Executive Education, The Wharton School
Research Interests: digital marketing, e-commerce, online searching and shopping behaviors
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