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. In our online digital marketing courses, you’ll 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?

  • 87% of senior executives agree that brands should be prioritizing digital-first communications1
  • From 2021 to 2022, the size of the average marketing organization grew by 15%2
  • 58% of CMOs report that their teams lack the knowledge needed to execute on their marketing strategies3

Who Should Take This Online Digital Marketing 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

6 weeks per course

3-5 hours per week

Program Format:
100% Online

Program Tuition:



Key Certificate Program Takeaways

In our online digital marketing courses, 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


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

Digital Marketing Specialization

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

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 Value Customer Relationship - Candidate Profiles

Managing the Value of Customer Relationships

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
Business Analytics - Blue Line Graph

Marketing Analytics: Data Tools and Techniques

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
Digital Marketing - Megaphone

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

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

Ready to get started?

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

Jonah Berger

Associate Professor of Marketing, The Wharton School

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

See Faculty Bio

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

Request More Information and Download Program Schedule

Learn more about Wharton Online’s Digital Marketing Certificate Program before enrolling in the program.

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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.

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