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
  • Entrepreneurs
  • Non-Profit Directors
  • Advertising Executives

Program Details


Start Dates: 
Enroll Immediately

Duration:
6 weeks per course

Commitment:
3-5 hours per week

Program Format:
100% Online

Program Tuition:
$2,340


Watch the video to learn about the power of this Wharton Certificate.

Video Transcript

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

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

Managing the Value of Customer Relationships

Course Description

$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

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

Course Description

$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

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

Course Description

$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. Behavioral Foundations
  2. New Forms of Interaction
  3. Tools and Principles
  4. New Media Platforms

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

Ready to get started?

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
  • E-commerce
  • 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

See Faculty Bio

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

See Faculty Bio

Jonah Berger

Associate Professor of Marketing, The Wharton School

Research Interests: Word of mouth, social influence, viral marketing, natural language processing

See Faculty Bio

Download Our Guide: Digital Marketing for Non-Marketers

This free downloadable eBook offers an expert overview of digital marketing fundamentals, with insights that span the full scope of marketing online.

The Digital Marketing Guide for Non-Marketers

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The Wharton School is accredited by the International Association for Continuing Education and Training (IACET) and is authorized to issue the IACET CEU.

The Wharton School is accredited by IACET