The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Advance your digital marketing skills, earn industry-recognized certifications, drive long-term career growth
Download Brochure
November 7, 2024
6 months, online
10-15 hours/week
Participants report that enrolling in a program with colleagues fosters collaborative learning and amplifies their impact.
Please provide your details to get more information about the group-enrollment pricing.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist Explore program financing options for seamless enrollment.
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The Professional Certificate in Digital Marketing from Kellogg Executive Education brings you up to speed with modern marketing practices and enhances your effectiveness. The program offers you the opportunity to earn certifications for many popular marketing platforms, learn from premier faculty and expert guest speakers, analyze a wide range of case studies, and engage with career coaches.
You will have the opportunity to tap into modern technologies, including artificial intelligence (AI) in digital marketing. This will help you understand, reach, attract, convert, and engage customers. Ultimately, this program aims to optimize your marketing career.
Now is the ideal time to develop the skills that marketers need to drive the most impact for their organizations:
The percentage of brands using paid social media advertising in 2022
of revenue is expected to come from digital channels by 2024—up from 42% in 2022.
#1
Kellogg is ranked No. 1 among business schools for marketing education, according to the U.S. News & World Report, 2022.
The Professional Certificate in Digital Marketing is your gateway to developing a 360-degree marketing practice that leverages all the benefits of digital—the experimentation, the measurement, and the return on investment (ROI). This program has wide applicability across industries and experience levels.
Professionals who will benefit most from developing these in-demand skills include:
Google Analytics for Beginners and Advanced Google Analytics Certifications
Google Ads Display and Google Ads Search Certifications
HubSpot Content Marketing and Social Media Certifications
SEMrush SEO Toolkit Certification
Featuring 19 modules, this program will ensure your readiness for a career in digital marketing. Kellogg’s consistent ranking as the top business school for marketing education (according to the U.S. News & World Report, 2022) means that you will benefit from state-of-the-art thought leadership in marketing.
Module 1: Introduction to the Digital Marketing Landscape
In this module, you will learn about technological innovations in digital marketing, the impact of digital media on everyday life, its importance for advertisers, and key marketing career responsibilities.
Module 2: Digital Marketing Fundamentals
Learn to analyze a recent purchase using the marketing funnel, develop a customer acquisition funnel, create buyer personas, and identify the elements of a SMART goal.
Module 3: A Framework for Marketing in the Digital World
Learn to analyze customer engagement on social media, select engagement types for different product stages, calculate return on engagement, and understand the application of agile marketing across industries.
Module 4: Understanding Customers and Generating Insights
Study inductive and deductive learning for marketing challenges, leveraging technology to enhance customer experience, and using social listening tools to gain customer insights.
Module 5: Customer Segmentation and Behavioral Marketing
Understand market segmentation variables, how to identify optimal target segments, and the influence of qualitative personas and data on targeting and segmentation.
Module 6: Content Marketing
Learn to analyze marketing strategy effectiveness, identify pain points, develop social media ad strategies, and apply a content creation framework for effective digital marketing content.
Module 7: Search Engine Optimization
Analyze keyword data for SEO strategy, conduct page analysis using SEO tools for title tags, and interpret analytics reports to measure and identify opportunities for SEO strategies.
Module 8: Paid Search
Understand the role of search ads and their strategic use in marketing, creating ad campaigns for paid search, and evaluating the effectiveness of an organization's paid search marketing strategy.
Module 9: The Customer Journey and Content Strategy
Learn to create customer journey maps, use the Eliminate-Reduce-Raise-Create (ERRC) grid for differentiation, improve content hubs, and identify areas for successful customer experience innovation.
Module 10: Brand Storytelling in a Digital World
Learn to evaluate brand storytelling, its effectiveness in relation to brand value proposition and call to action, and how to assess transmedia storytelling's effectiveness in communicating a brand story.
Module 11: Email Marketing
Understand the best practices of email marketing design, international spam regulations, and important email marketing metrics for lead generation.
Module 12: Social Media Marketing (Organic)
Apply the Four Ps to a social media strategy, analyze and improve social media posts, and develop effective social media strategies for organizations.
Module 13: Social Media Marketing (Paid)
Learn how you can justify the use of paid social vs. paid search advertising, examine behavioral data for targeting, develop a Facebook Ads strategy, and analyze key performance indicators for measuring social media advertising campaign success.
Module 14: Other Digital Channels
Identify and select digital channels, social platforms, and influencers for reaching target personas, pitch a referral program, and justify your selections.
Module 15: Designing and Executing Digital Marketing
Learn about the components of a successful digital marketing campaign and how to evaluate marketing automation software for coordinating, managing, and measuring campaigns.
Module 16: Conversion Rate Optimization
Gauge the factors that positively affect conversion rates, improve those rates using page speed tests, and experiment with data visualization tools for optimization opportunities.
Module 17: Marketing Attribution, Testing, and Experimentation
Learn to evaluate campaign results, identify improvement opportunities, and draft a plan for measuring the success of your digital marketing campaigns.
Module 18: Marketing Automation and AI in Marketing
Learn about digital marketing automation in modern marketing, including its optimization, underlying workflows, and end-to-end applications for scaling analytics.
Module 19: Capstone Project
Build upon knowledge gained through the earlier exercises, and apply it to a final capstone project that pulls together the wide range of topics the program covers.
To know more about the modules, please download the brochure.
You will work on a capstone project throughout the program to apply your learnings to real-world marketing scenarios. As part of the project, you will create a digital marketing strategy for launching a new product or service and present your final plan to your peers. This in-depth project will help refine your digital marketing skills while you build a professional portfolio.
How did JetBlue use different techniques to create its buyer personas, and how did this information help it create campaigns that truly resonated with customers.
How did The Honest Company use campaign drafts and experiments in Google Ads to test its online campaigns for customer insights and optimize bidding, landing page design, and ad text.
How did the structure of brand storytelling unfold in Google India's 'Reunion' commercial, a spot that garnered over 16 million views to date.
How did P&G tackle the top three pain points in dentistry by developing a website that provides continuing education, the latest dental research, and practice management tools rather than relying on in-person sales visits.
How did Dollar Shave Club implement successful digital marketing strategies to personalize a generic product like razor blades and make its subscription model popular?
How did Dove, the beauty care line, focus on customer segmentation and impactful brand storytelling in its ‘Real Beauty’ campaign with an aim to go deeper than just soap.
Kellogg Executive Education's use of companies does not imply that it is affiliated with or endorsed by companies.
— Beth Hernandez, Studio Owner/Instructor at B Pilates
— Pedro Valenzuela, Business Leader, Edasi
— Andrea Lenterna, director, Maxi Editor (S.R.L)
— Andrew Woller, Ad Operations Manager, XLMedia PLC
— Alfredo Morales, COE Supervisor, Raytheon Professional Services
— Pilar Maturana, Digital Marketing Producer, Crescendo Collective
— Patricia Motta, Marketing Manager, Osborne International Inc
— Simon Dain, Founder, Candriam Investors Group
Becoming an effective digital marketer requires a dynamic mix of domain knowledge and communication skills. This program will guide your career path in digital marketing by helping you craft your elevator pitch and sharpen your interview skills. These services are provided by Emeritus, our learning collaborator for this program. The support team includes Program Leaders and Career Coaches, who will help you reach your learning goals and guide you through your job search. The primary goal is to help you develop the skills needed for a career in the digital marketing field. However, job placement is not guaranteed.
Career preparation elements of this program include:
Career exercises focused on launching a career as a digital marketing professional include:
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 and was on The Wall Street Journal bestseller list. He has also written a book of poetry called Love, Longing and Loneliness in 2014.
Professor Sawhney’s research has been published in leading journals such as California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to publications such as Fortune, Forbes, and Financial Times.
Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.
Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.
Krista Neher
Matt Cardoni
KIM RUST
DAN WEINGROD
Our Program Leaders are industry experts who bring their insights to the course experience through live office hour sessions and personalized support.
Veronica Ripson is an edtech educator with 9 years of experience in performance marketing specializing in programmatic media, social, and data strategy. Her previous media clients include Google, Paypal, Venmo, Barclays, and Albertsons Safeway. In addition to her agency background, she has been developing and delivering training for seven years with clients like P&G, Visa, Guardian, NBCUniversal, and Verizon. Veronica is currently the education lead at Premium Unicorn, an adtech education firm, Chair of the General Assembly Digital Marketing Product Advisory Board, and AdTech Lead for the ITEGA consulting group.
Brian Honigman is a marketing consultant helping non-profits, media brands, and tech companies succeed with digital marketing, content marketing, and social media through consulting, training, and coaching. Brian is an adjunct professor at New York University's School of Professional Studies, a visiting professor at Francisco Marroquín University, and an instructor at LinkedIn Learning. He's written extensively for the Wall Street Journal, Forbes, the Next Web, and others about success with marketing. Named a "digital marketing expert" by Entrepreneur and a "top social media pro" by Social Media Examiner, Brian delivers continuing education for marketers and leaders at the United Nations, People Magazine, Thomson Reuters, the Weather Company, Asana, Zillow, and Sprout Social.
Kristen Ferrer leads the strategy, development, and execution of digital marketing plans and emerging media initiatives for clients, while also scaling the internal operations of the digital team, through mentoring and development, process improvements, and product innovation. Kristen brings a breadth of experience to the classroom, including in-platform executions on paid and owned media channels, and digital operations. She started her career as a Marketing Analyst, leading to a love of data and the stories it tells. She has created award winning work for several non-profits, associations, higher education intuitions, and marketing agencies throughout her twenty-year career. In recent years, Kristen has focused on organizational change management, digital transformation, and scaling digital operations. Kristen holds a Master's degree in International Commerce and Policy from George Mason University and a BSBA with a Marketing concentration from East Carolina University.
*This is a sample of our Program Leaders, which may change for upcoming cohorts.
Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of completion to participants. Participants will be assessed across nine content areas to obtain the certificate of completion.
Download BrochureAfter 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 the Kellogg School of Management.
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We offer several options to help you afford tuition for the Professional Certificate in Digital Marketing Program.
Available opportunities to lower tuition fees include:
Referrals – You and a colleague can each receive $695 off your tuition when you enroll together. Refer now
Group enrollments – A discount of up to 20% is available for group enrollments. For more information, email group-enrollments@emeritus.org
U.S. Residents (Deferred Payment Option Available)
Fixed repayment, interest-only repayment, and deferred payment options available. Click here to learn more
*At the time of loan application, please select ‘Undergraduate students’ when prompted.
Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more
Monthly payments as low as US$1,494. Choose to pay in two, three, or six monthly installments for higher flexibility. Click here to learn more
You can opt for any one of the financing options to cover up to the full cost of the program tuition. If you are considering financing your program through one of our partners, the enrollment process can only be completed with the assistance of your program advisor.
Please note that loan applications should be submitted no later than four business days prior to the enrollment deadline due to processing time.
What is Sallie Mae?
Sallie Mae is one of the largest private student loan lenders in the industry.
What is the process to apply for a loan?
Once you’ve applied for your program, you can then apply for a loan with Sallie Mae. When approved, you’ll choose your interest rate and your repayment option and sign the loan documents. The lender will send the tuition directly to your school.
How long will it take until I get a decision?
You can receive a credit result is as few as 15 minutes.
Do I need a cosigner?
If you don’t have a credit history, you will need a cosigner for your loan. A cosigner can be a parent, relative, or any other creditworthy individual. Their good credit history may help you get a loan.
If my application is accepted, am I committed to using the financing?
After your loan is approved, you are required to sign the loan terms. Your loan is not confirmed without this signature. You have the right to cancel your private student loan as described in the Final Loan Disclosure before funds are disbursed to your school.
What are the terms of the loan?
You can choose between fixed and variable interest for your loan. You can also choose one of three repayment options: Deferred Repayment, Fixed Repayment, and Interest Repayment.
When does loan payback begin?
You can make your first payment about one month after your program starts (fixed repayment or interest repayment) or six months after your program ends (deferred repayment).
How long will I be making payments?
Most loans have a 10-year standard repayment. When you apply for the loan, you will be given more information on the repayment plan.
How do I find out how much my monthly payment is?
You can find your monthly payment on the Monthly Payment Calculator here.
Are there any circumstances that would allow me to put my loan payments on hold?
Delinquency occurs when you fail to pay all or part of your monthly student loan payment. You could be eligible for a student loan deferment, which would allow you to temporarily reduce or postpone payments on your student loans in special circumstances.
Can I pay off my loan early?
There is no penalty for paying your loan off early or paying extra throughout the life of your loan. You have the flexibility to make early payments of fully pay off your loan without prepayment fees.
What is Climb Credit?
Climb Credit is a new kind of student lender.
Climb believes education is an investment and should be treated that way — we partner with schools offering career-focused education, and then provide accessible and affordable loans to attend these schools.
What is the process to apply for a loan?
Simply type your school's name into the search bar after clicking "Apply now" to find a link to the application page. From there, you'll be able to complete our short online application.
You may also have received a link to apply for a Climb loan from your school’s admissions team, or you can find the link on your school’s website or Climb's website. Apply using your laptop, tablet, or phone.
You'll want to make sure you fill out an application for the specific school and program you'll be attending. We link our loans to each course, so your school will know you've been approved for a loan with us and that we'll be sending your tuition to them.
How long will it take until I get a decision?
On average, 4:01 minutes — and just applying will not impact your credit score. We know that your time is valuable, so we’ve kept our application as short as possible.
Do I need a cosigner?
No. Climb only fund loans for students who are attending the program. The program attendee should always be the primary borrower on the application.
During your application, you will have the option to add a co-borrower. If you have a co-borrower with a better credit score that you, adding them to your loan application can potentially help you get approved and/or receive a lower interest rate offer.
If my application is accepted, am I committed to using the financing?
No. Applying for Climb financing is free and comes and carries no commitment until you accept and finalize the loan. The initial application will not affect your credit score, and you are free to decline your loan offer if you change your mind about financing.
What are the terms of the loan?
To view the equation used to calculate your interest and monthly payments, check out this article HERE!
When does loan payback begin?
Depending on your program, we may offer loans with either an initial interest-only period while in class and for a few months after, a full deferral period while in class and for a few months after, or immediate full repayment.
For loans with an interest-only period or immediate full repayment, your first payment is due one month after your loan is funded.
How long will I be making payments?
Climb's standard loan tenor is 36 months, but you can pay any time before that, as there is no pre-payment penalty. You can repay your 3-year loan in 3 years or in 1 day.
Climb's goal is to make sure that your monthly payments stay low and affordable, which is why we give you the option to choose your term length when you apply.
Master’s students can choose between a 2-year or a 3-year repayment term.
Doctoral students can choose between a 4-year or a 5-year repayment term.
How do I find out how much my monthly payment is?
This amount is mentioned in your loan agreement.
Are there any circumstances that would allow me to put my loan payments on hold?
In order not to fall behind on your Climb loan payments, you can request a deferral of payments on your loan. A deferment will allow you to temporarily reduce your monthly loan payment amount.
Can I pay off my loan early?
Absolutely! You can pre-pay your loan, in whole or in part, at any time with no penalties.
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.
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page and in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.
This is a graded program. You must complete a combination of individual assignments, quizzes, and a final project. Each component carries a certain number of points, and a cumulative score of 75 percent is required to pass and obtain your professional certificate.
The primary objective of this program is to give you the skills you need to be prepared for a job in this field. While eligible participants will receive career coaching and support and may receive introductions to our hiring partners, job placement is not guaranteed.
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the “Duration” section and in the program brochure, which you can obtain by submitting the short form at the top of this web page.
You will divide your learning time between viewing recorded coding demos, and video lectures, contributing to class discussions, completing assignments, projects, and knowledge checks, and attending optional live sessions with industry experts and program leaders.
The program is accessed through the custom learning portal. This portal will give you access to all program-related content such as video lectures, assignments, and discussions. Live office hours will be conducted using a webinar tool.
The video lectures and assignments are accessible weekly throughout the program. In the event you miss a live session, a recording will be made available.
Faculty video lectures are recorded, allowing you to watch these on your own schedule. However, participation in optional live sessions and discussion boards is highly encouraged. Live sessions will give you the opportunity to draw on the coding experience of our industry-experienced program leaders to answer your questions and help reach your learning goals. The discussion boards are also an integral part of the learning experience, giving you and your peers the opportunity to learn together and receive guidance from the moderators.
You can download video transcripts, assignment templates, readings, etc. However, the video lectures are only available for streaming and require an internet connection.
You can communicate with other participants through our learning platform. You will be able to form groups based on your interests and location. A direct messaging feature is also available through the platform.
More than 300,000 learners across 200 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.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
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.
Each program includes an estimated learner effort per week, so you can gauge what is required before you enroll. This is referenced at the top of the program landing page under the “Duration” section and 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 of any specific program requirements.
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, résumé, and/or display it on your LinkedIn profile.
The digital certificate will be sent approximately two weeks after the program, once grading is complete.
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.
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.
You will have access to the learning platform and all program materials (videos excluded) for one full year following the program end date. Access to the learning platform is restricted to registered participants per the terms of agreement.
To successfully complete this course/program(me) online, you must have access to a device meeting the minimum requirements, found here. In addition, Microsoft Office or similar product and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts in all programs. Technical programs might have additional tech requirements. Please check the learning platform on the first day of class.
Yes, the learning platform is accessed via the internet and video content is not available for download. You can download files of video transcripts, assignment templates, readings, etc. Video lectures must be streamed via the internet and webinars and small group sessions will require an internet connection.
Yes, you can do the bank remittance in USD via wire transfer. Please contact your program advisor for more details.
Yes flexible payment options are available for this program. We partner with loan providers to offer you flexible and transparent loan options. More information about loan financing is available here. Installment payments are also available—; you can find the options here.
Yes, the program fee is inclusive of any taxes with the exception of GST for Singapore residents.
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
Program fees for Emeritus programs with Kellogg Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.
For the program refund and deferral policy, please click the link here.
Flexible payment options available.