Digital Marketing Strategies: Data, Automation, AI & Analytics

Mastering modern marketing practices

Get Your Brochure

Course Dates

STARTS ON

October 6, 2022

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

Is your marketing keeping up with digital-centric consumer behaviors?

The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces — both for B2B and B2C markets. As a result, our marketing practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing through digital channels.

52%

More than half of consumers express frustration with receiving irrelevant communications and offers.

Source: 3radical

#1

Artificial intelligence is the most impactful new technology among CEOs for the third year running.

Source: Gartner

1 in 3

More than one-third of marketers express concern over challenges, such as maximizing performance across channels (38%), segmenting and targeting audiences (32%), and scaling programs, content, and personalization (31%).

Source: Oracle and Ascend2
In this online program, business leaders, managers, and marketing professionals will learn how modern marketing is powered by data, scaled by automation, and optimized by analytics.

Key Takeaways

To master modern marketing, you’ll create strategies to support better business decisions and gain the skills to identify when, where and why customers choose your product or service. By the end of the program, you’ll be able to:

  • Go beyond traditional marketing practices and understand the digital world your customers inhabit.
  • Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors.
  • Discover how to evolve your marketing by incorporating data, analytics, and optimization techniques for improved decision-making.
  • Learn from other companies using new marketing technologies to inform their marketing and gain organizational efficiencies.

Who is this Program for?

Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.

If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.

Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.

Program Topics

Go beyond traditional marketing practices to learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.

Module 1:

A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 2:

Understand Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 3:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 4:

The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 5:

Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 6:

Designing and Executing Digital Marketing Campaigns

Explore the end-to-end process of designing and executing digital campaigns, and learn how marketing automation software helps to optimize the effectiveness of your marketing strategy.

  • Campaign strategy
  • Steps for implementation
  • Measuring, monitoring, and adjusting campaign execution
  • Automating the campaign process with AI and machine learning

Module 7:

Marketing Attribution, Testing, and Experimentation

Learn how to leverage testing and experimentation to maximize the performance of your marketing activities.

  • Marketing attribution models
  • The marketing attribution process
  • Experimentation for continuous improvement
  • The role of technology in testing and experimentation

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)

Module 1:

A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 5:

Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 2:

Understand Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 6:

Designing and Executing Digital Marketing Campaigns

Explore the end-to-end process of designing and executing digital campaigns, and learn how marketing automation software helps to optimize the effectiveness of your marketing strategy.

  • Campaign strategy
  • Steps for implementation
  • Measuring, monitoring, and adjusting campaign execution
  • Automating the campaign process with AI and machine learning

Module 3:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 7:

Marketing Attribution, Testing, and Experimentation

Learn how to leverage testing and experimentation to maximize the performance of your marketing activities.

  • Marketing attribution models
  • The marketing attribution process
  • Experimentation for continuous improvement
  • The role of technology in testing and experimentation

Module 4:

The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)

Applied Learning Opportunity: Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical.
Download Brochure

Industry Examples

AT&T

Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.

FedEx

Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.

Google

Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date.

P&G

Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.

Whole Foods

Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.

The Honest Company

Explore how The Honest Company executed - and ultimately improved - its A/B testing and marketing experimentation using Google Ads drafts and experiments features.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Participant Testimonials

"I thought the program videos were fantastic. I'm impressed by the availability via office hours of the program leaders. The program gave me a great foundation for further learning and research, and also gave me very valuable insights regarding the organizing principles necessary to execute better marketing at scale."

— Trey Muhlhauser, Vice President & Director of Digital Marketing, FÁS

"Content was very interesting but bringing it to life with examples makes it very impactful. I enjoyed the range of examples in the later sections. Also, the case studies were very good in challenging thinking and applying learning. I found myself drawn in when discussing capability building and components required. The strategic content was most compelling and interesting to me. Overall a very good course."

— Carlos Dortrait, Vice President - Head of Marketing & Commercial Excellence, U.S., Actelion

"This program has changed and evolved my perspectives about digital marketing. I learned that it goes beyond creating or managing content, ads or campaigns through digital and social channels. The best part of the program is when it integrated the knowledge about modern digital marketing with the trends in automation and technology. This will definitely ignite the curiosity to identify what and how our current practices can be enhanced, optimized and become innovative."

— Ahmad El Madi, Operations Development Manager, Metrobite Trading

Program Faculty

Faculty Member MOHANBIR SAWHNEY

MOHANBIR SAWHNEY

Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation

Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017... More info

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

Download Brochure

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.