Harvard Business School Online
Digital Marketing Strategy CourseOnline
DURATION
6 Weeks
LANGUAGES
English
PACE
Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request earliest startdate
TUITION FEES
USD 1,850
STUDY FORMAT
Distance Learning
Key Summary
Introduction
Develop digital marketing strategies that reach and retain customers.
Digital Marketing Strategy will equip you with the latest tactics, tools, and trends to acquire and retain customers, position your brand for success, and develop data-driven strategies.
The HBS Online Advantage
- World-class faculty
- Edge-of-your-seat online learning
- Global peer collaboration and networking
- Real-world projects, case-based learning
Harvard Business School Online offers a unique and highly engaging way to learn vital business concepts. Immerse yourself in real challenges faced by leading businesses, including e.l.f. Cosmetics, OOFOS, L'Oreal, Adobe, Mastercard, and Rain the Growth Agency. You’ll wrestle with the issues they faced, all while engaging with fellow learners from around the world.
Ideal Students
Who Will Benefit
Marketing Professionals
Advance beyond tactics and learn digital marketing on a strategic level.
Non-Marketing Professionals
Explore the latest trends impacting your role or organization and develop a foundation in digital marketing.
Entrepreneurs
Design and implement strategies to launch or grow your business in the digital space.
Admissions
Curriculum
Program Structure
Digital Marketing Strategy is an online course that equips professionals with the tools, mindset, and trends to make decisions about digital
marketing strategy and tactics, including how to position a product or service for success, acquire and engage customers, and measure both
performance of near-term campaigns and longer-term customer value.
Syllabus
Module 1: Marketing in the Digital Era
Explore digital technologies and innovations introduced by direct-to-consumer (DTC) companies, their associated marketing risks and challenges, and how to reshape your marketing practices to compete with emerging brands.
Module 2: Crafting a Digital Marketing Plan
Understand and establish the strategic components of a digital marketing plan, including relevant key performance indicators (KPIs), defined target audiences, and a compelling value proposition.
Module 3: Acquiring Customers, Part 1: Paid Media
Learn the differences between paid, owned, and earned media and how and when to get the most out of your brand’s advertising.
Module 4: Acquiring Customers, Part II: Owned and Earned Media
Define owned and earned media and how to incorporate both into your marketing plan. Explore the process of working with influencers and learn to manage and measure their impact.
Module 5: Engaging Customers
Explain why it’s critical for companies to not only acquire but retain customers, and different engagement strategies you can implement to reduce churn.
Module 6: Allocating Budget and Measuring Success
Discover how to measure the success of digital marketing campaigns and what to account for when creating digital marketing budgets. Explore major trends that could impact the landscape in the years ahead.
Program Outcome
What You’ll Learn
- Understand how marketing has evolved and what’s ahead based on real-world insights from brands, agencies, expert practitioners, and faculty
- Define the right objectives, metrics, target audiences, and value proposition to position your product or service for success
- Discover how to acquire and retain customers through paid, owned, and earned media
- Gain frameworks and tools you can apply to your organization’s digital marketing strategy
- Develop approaches for attribution, budget allocation, and calculating customer lifetime value
- Explore customer engagement techniques, including personalization, storytelling, and community-building