Yale School of Management

Digital Marketing: A Strategic Perspective


Registration closes:
May 4, 2021

Course starts with orientation:
May 12, 2021

Register Now »

Admissions and queries are managed by GetSmarter.

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Duration: 8 weeks (excluding orientation), online
Commitment: 6 - 8 hours per week
Program Fee: $2,600
Outcome: Practical digital marketing insights, skills, and frameworks.

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Ninety-one percent of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant product offerings.1 However, according to a survey done by Accenture, consumers feel their digital experiences are falling short of expectations.

As customers’ preferences continue to evolve, it’s essential for businesses to generate value through customer-centric digital marketing strategies, and effectively use various digital marketing channels and tools to enhance performance.

The Digital Marketing: A Strategic Perspective online program from the Yale School of Management Executive Education empowers marketers and business professionals to transcend silos in their organization and lead integrated, marketing-related digital transformation. Over the course of eight weeks, guided by Yale School of Management faculty, you’ll explore how social media, SEO, content marketing, mobile technologies and other key digital marketing tools can be leveraged to create and extract value for your customer. You’ll also consider how analytics and experimentation can be used to reveal opportunities for strategic innovation, and be analyzed to inform evidence-based insights.

Explore the process of digital transformation, and discover how to integrate marketing insights into the greater strategic objectives of your organization.

1 Accenture (2018).

  • What to Expect
    • Use analytics, data, and experimentation to identify opportunities for digital marketing innovation
    • Explore the potential to create and capture value in the customer journey, and how to best guide consumers with content marketing
    • Capitalize on value from owned media via search engine optimization (SEO), paid media strategies, dashboard analytics, and social media marketing
    • Identify effective paid media strategies for specific customer journey points
    • Learn to prepare your organization for digital transformation
  • Who Should Attend
    • Both junior and mid-career marketers who wish to improve their digital marketing skills for better business performance
    • Non-marketing professionals who are interested in exploring different functions within a business and how digital marketing can inform their strategic business decisions
    • Business leaders and entrepreneurs who aim to gain a better customer understanding and who hope to harness digital marketing channels to create value in the consumer journey
    • Professionals wanting to formalize their experience and knowledge with a certificate of participation from one of the world’s leading business schools
  • Agenda

    Modules are released on a weekly basis, and can be completed in your own time and at your own pace.

    • Orientation Module
    • Module 1: Frameworks for generating customer value
    • Module 2: Paid Media: Advertising that reaches customers
    • Module 3: Owned Media: Impactful content marketing
    • Module 4: Social media: Listening, promotion, and engagement
    • Module 5: Expanding value using mobile and emerging technologies
    • Module 6: Using analytics to innovate
    • Module 7: Organizational considerations for digital transformation
    • Module 8: Digital marketing, regulation, and the future
  • Faculty


    Program Co-conveners

    K. Sudhir

    James L Frank Professor of Private Enterprise and Director of the Yale China India Insights Program

    Professor Sudhir holds a PhD in Marketing from Cornell University. He joined the Yale School of Management as an Assistant Professor of Marketing in 2001. Sudhir became the James L Frank Associate Professor of Private Enterprise and Management in 2003, and a Professor of Marketing in 2006. His interest is in data-driven research and how this can help organizations capture and create value in the customer journey. He is currently Editor-in-Chief of Marketing Science, and has been an associate editor at all of the field’s quantitative marketing journals.

    Jiwoong Shin

    Professor of Marketing, Yale School of Management

    Professor Shin has been at the Yale School of Management since 2004. He holds a PhD in Management Science from MIT. His research focuses on understanding why people engage in word of mouth, and he also looks at how firms can take advantage of this by encouraging word of mouth. His research has been published in the Journal of Marketing Research, Management Science, Marketing Science, among other publications. For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D C Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.

  • Registration

    Registration closes:
    May 4, 2021

    Course starts with orientation:
    May 12, 2021

    Register Now »

    Request a Call »

    There are no prerequisites for this course. Register to get started. Our online program collaborator, GetSmarter, will welcome you and guide you through the steps to secure your place in the course.

  • Program Collaborator

    GetSmarter Logo Black

    This course is presented entirely online in collaboration with leaders in digital education, GetSmarter, a brand of 2U, Inc. Technology meets academic rigor in GetSmarter’s people-mediated model which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions. This interactive, supportive teaching model is designed for busy professionals and results in unprecedented certification rates for online courses.

    View the Digital Marketing: A Strategic Perspective Program on the GetSmarter website.

    Modules are released on a weekly basis, and can be completed in your own time and at your own pace.