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

Build the marketing skills you need to succeed in the Digital Economy from Wharton Online, consistently ranked #1 globally for marketing education. This online digital marketing certification provides the framework for success in digital marketing, social media marketing, and e-commerce.

About this course:

Digital marketing has changed the nature of modern business. The advent of the Internet has changed nearly every aspect of our lives, and digital marketing, social media, and e-commerce have become crucial to business growth in the 21st century.

Arm yourself with the fundamentals of internet marketing by taking this course, taught by e-commerce expert and Wharton professor David Bell. This online digital marketing course will provide a powerful foundation to further exploration and study of digital marketing, an ever-evolving and fast paced field.

This business and management course will give you an understanding of how the digital economy works, and you’ll develop the critical insights necessary to succeed in e-commerce, digital, and social media marketing.

The Internet and related technologies exert a profound influence on how business and social institutions evolve. Companies like Facebook, LinkedIn, and Uber have dramatically changed how we interact, communicate, and travel. In a matter of years, Amazon and Google have forever changed the way we shop and consume information. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and thrive in this new environment.

This course, designed to teach students the fundamentals of internet marketing, is organized around four broad themes, and we will use relevant theory and analysis, with practical examples, to develop our key learning points.

Themes of this course:

1. Behavioral foundations for understanding and navigating the new online-offline landscape
2. New forms of interaction, including formation of networks and reputation building
3. Tools and principles of digital marketing action including online advertising on fixed and mobile devices
4. New media platforms and emergence of “organic” celebrities and communities

This course is an evolution of the University of Pennsylvania’s Wharton School’s first digital marketing and e-commerce course. This course empowers marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers at every experience level.

The Fundamentals of Digital Marketing, Social Media, and E-Commerce course is part of Wharton’s Online Digital Marketing Professional Certificate. For more information, see here.

What you’ll learn

• How to leverage new models in business and e-commerce to increase profitability
• Successful social media and digital marketing techniques
• Real-world application of digital marketing and e-commerce methods
• How to market yourself and your products more effectively and efficiently