Digital Marketing: A Strategic Perspective Online Short Course
New Haven, USA
DURATION
8 Weeks
LANGUAGES
English
PACE
Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request earliest startdate
TUITION FEES
USD 2,600
STUDY FORMAT
Distance Learning
Key Summary
Introduction
Discover strategies, tools, and best practices to deliver organizational value through integrated digital marketing.
Digital strategies, emerging technologies, and innovation have increasingly become the focus in modern marketing. It’s essential that businesses address any skills gaps and develop a fundamental understanding of how to generate value through customer-centric digital marketing.
During this eight-week program, you’ll explore how key digital marketing tools – including social media and mobile technology – can be leveraged to improve the consumer journey. Delve into the role experimentation and analytics play in enabling data-driven insights to empower decisions regarding the broader strategies of your organization.
An online education that sets you apart
This Yale School of Management Executive Education online program is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
- Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.
- Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.
- Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.
Why choose GetSmarter?
GetSmarter, powered by 2U, is an online learning expert with over 10 years of experience in developing premium online short courses from the world’s leading universities and institutions. We are powered by 2U to support you in unlocking your potential through life-changing learning with an immersive and high-touch experience.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Visit the course page to find out more about upcoming session dates, program price, and more:
Ideal Students
Is this program for you?
This program is aimed at business leaders, professionals, executives and entrepreneurs, who want to gain a better understanding of their customers, and learn how to use key digital marketing tools and an integrated digital marketing strategy to enhance business performance. In an ever-changing consumer and digital landscape, this is essential for anyone who wishes to explore the role of digital marketing within an organization and how it can be utilized to inform decision-making strategy.
Program Outcome
You'll walk away with:
- The ability to investigate opportunities to create and capture value throughout the customer journey.
- An understanding of how value can be extracted from data, and insight into key digital marketing tools that can help inform evidence-based business decisions.
- The knowledge needed to maximize value from owned media via search engine optimization (SEO), social media marketing, and paid media strategies.
- A certificate of participation from the Yale School of Management Executive Education, formalizing your essential digital marketing skills and knowledge.*
*Upon successful completion of your program, you’ll also join the exclusive Yale School of Management Executive Education group on LinkedIn
Curriculum
Program outline
- 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 technologies - Module 6
Using analytics to innovate - Module 7
Organizational considerations for digital transformation - Module 8
Digital marketing, regulation, and the future
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module, you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
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Admissions
Program Tuition Fee
Career Opportunities
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.