Yale School of Management

Digital Marketing: A Strategic Perspective

Online

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).

PROGRAM DATES 

Registration closes:
May 4, 2021

Course starts with orientation:
May 12, 2021

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PROGRAM DETAILS

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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From Idea to Market in the Digital Age, Yale Center Beijing

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