EXECUTIVE EDUCATION

Professional Certificate in Digital Marketing

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Course Dates

STARTS ON

April 15, 2021

Course Duration

DURATION

6 months, online
15-20 hours/week

Course Duration

PROGRAM FEE

US$6,950 or get US$260 off with a referral

Course Information Flexible payment available
Course Information Special group enrollment pricing

Welcome

To claim your US$260 program fee coupon for Professional Certificate in Digital Marketing, please complete the information form.

Pay Nothing While You Learn. Financing Options Starting At US$25/Month

Financing options available — learn more
Please note that there are 5 certifications required during the program at an additional cost of $150.

Program Overview

The Professional Certificate in Digital Marketing is your launchpad to advancing a career in digital marketing. This in-depth online program will give you a broad overview of the digital marketing landscape, enable you to develop the most in-demand skills, and help you find your niche in this rapidly expanding field. In addition to learning digital marketing techniques across a wide range of areas like search engine optimization and social media marketing, certifications from top digital platforms such as Google and HubSpot offer enhanced validation of the skills you will have developed.

Advance Your Career in Digital Marketing

Demand for marketers who can aptly navigate the digital landscape is strong. In fact, 75% of managers said it is a challenge to find and retain professionals with the up-to-date digital marketing skills they need, according to The Creative Group Salary 2020 Survey.

What does this mean for you? It means now is the time to learn the skills that will deliver the most commercial impact for employers including:

  • Content Marketing
  • Customer Experience and Engagement: Conversations, Campaigns, and Conversion
  • Marketing Automation
  • Marketing Experimentation and Analytics
  • Social Media Marketing
  • SEO/SEM

75%

75% of managers say it’s challenging to find and retain professionals with up-to-date digital skills

Source: The Creative Group 2020 Salary Guide

163,577

Unique digital marketing jobs in U.S. posted in a 12-month period

Source: Labor market firm, Emsi, 2019

112%

Digital marketing jobs are growing 112% faster than the U.S. national average job growth

Source: U.S. Bureau of Labor Statistics
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Learn from the best
Kellogg’s MBA program has consistently been ranked #1
in marketing by U.S. News & World Report (2020).

High-level Program Takeaways Include:

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Execute hands-on tools: SEO, SEM, social media, email marketing, and display ads.
  • Learn how to optimize using metrics: SMART goals, conversion optimization, A/B tests, attribution, and experimentation.
  • Create high-impact content for a new generation of consumers.
  • Develop ad strategies on social media for content that you will plan, create, and promote.
  • Career-focused webinars and assignments for your professional development in digital marketing.

Who Is This Program For?

The Professional Certificate in Digital Marketing is your launchpad to advancing your career in digital marketing. It will give you a broad overview of the digital marketing landscape, develop the most in-demand skills, and help you find your niche in this rapidly expanding field. This program is ideal for:

  • Early career professionals who want to enter a high-growth field
  • Professionals looking to switch from an existing field into marketing
  • Traditional marketers or corporate communications professionals who want to build on their current skillset to develop digital marketing capabilities
  • Digital marketers wanting to broaden their perspectives by learning about both the strategic and tactical aspects of the digital marketing landscape

Build Your Skill Set

Build Your Skill Set

  • Create content that converts
  • Optimize campaigns for maximum ROI
  • Segment audiences across social platforms to personalize your message
  • Automate tasks to scale faster and more efficiently
  • Manage campaigns with real-time feedback through simulations
  • Keep your email messages out of spam filters and in front of customers

Build Your Future

  • Complete a Capstone Project to add to your portfolio
  • Create an effective resume, cover letter, and LinkedIn profile
  • Build your digital marketing portfolio with an industry professional
  • Determine what career path in digital marketing is most suitable for you
  • Locate your influencers
  • Build your network

Program Topics

Module 1:

Introduction to the Digital Marketing Landscape

Module 2:

Digital Marketing Fundamentals

Module 3:

A Framework for Marketing in the Digital World

Module 4:

Understanding Customers and Generating Insights

Module 5:

Customer Segmentation and Behavioral Marketing

Module 6:

Content Marketing

Module 7:

Search Engine Optimization

Module 8:

Social Media (Organic)

Module 9:

The Customer Journey and Content Strategy

Module 10:

Brand Storytelling in a Digital World

Module 11:

Search Engine Marketing

Module 12:

Social Media (Paid)

Module 13:

Email Marketing

Module 14:

Other Digital Channels

Module 15:

Accelerating Marketing Execution

Module 16:

Metrics and Measurement

Module 17:

Conversion Rate Optimization (CRO)

Module 18:

Marketing Attribution, Testing, and Experimentation

Module 19:

Marketing Automation and AI in Marketing

Module 20:

Capstone Project

Module 1:

Introduction to the Digital Marketing Landscape

Module 11:

Search Engine Marketing

Module 2:

Digital Marketing Fundamentals

Module 12:

Social Media (Paid)

Module 3:

A Framework for Marketing in the Digital World

Module 13:

Email Marketing

Module 4:

Understanding Customers and Generating Insights

Module 14:

Other Digital Channels

Module 5:

Customer Segmentation and Behavioral Marketing

Module 15:

Accelerating Marketing Execution

Module 6:

Content Marketing

Module 16:

Metrics and Measurement

Module 7:

Search Engine Optimization

Module 17:

Conversion Rate Optimization (CRO)

Module 8:

Social Media (Organic)

Module 18:

Marketing Attribution, Testing, and Experimentation

Module 9:

The Customer Journey and Content Strategy

Module 19:

Marketing Automation and AI in Marketing

Module 10:

Brand Storytelling in a Digital World

Module 20:

Capstone Project
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Some of the Tools You’ll Learn to Use:

HubSpot

Email Marketing

Hootsuite

Google Analytics

Content Creation

User-generated Content

Certifications Included in the Program:

  • Google Analytics for Beginners and Advanced Google Analytics Certifications - Free
  • Google Ads Display and Google Ads Search Certifications - Free
  • Hootsuite Platform Certification - $100*
  • HubSpot Content Marketing and Social Media Certifications - Free
  • Moz SEO Fundamentals Course - $50*
*Please note that fees are approximate and subject to change depending on your location. You will pay each platform directly for these certifications and we will provide detailed instructions for each process.

Industry Examples

AT&T

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

Dollar Shave Club

Who would have thought subscription razor blades could be so popular? Using successful digital marketing strategies, Dollar Shave Club personalized a formerly generic product. Learn how they did it.

Dove

Topics such as customer segmentation and telling great brand stories come to life in the 'Real Beauty' campaign from Dove, the beauty care line that aims to go deeper than just soap.

Google

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

John Deere

Take a look at how John Deere educates customers instead of pitching them in a publication they have been publishing since 1895.

P&G

Learn how P&G addressed the three 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.

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.

Program Faculty

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, consultant, and speaker in innovation, modern marketing, and enterprise analytics.... More info

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.

Kellogg Executive Education Lecturers

DR. SHARMIN ATTARAN

Professor, consultant, and speaker specializing in digital marketing

Dr. Sharmin Attaran is a professor, consultant, and speaker specializing in digital marketing. She has helped numerous brands develop, implement and refine their digital marketing strategies. She designs and teaches courses on and offline related to digital marketing and she frequently provides workshops and training for SMEs and non-profits to aid in their digital marketing strategy development. She is also a professor at Bryant University where she provides experiential learning opportunities to her marketing students using client-based projects.

MATT CARDONI

Digital marketing teacher and consultant

Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads and Analytics and has worked with a variety of industries including retail, health care, travel, ecommerce, nonprofit, and finance. His clients include Patagonia, Rush Medical, Orbitz, and Greenheart Shop. Matt specializes in creating and implementing online marketing strategies, leading and collaborating with teams, delivering measurable results, and developing meaningful client relationships. His specific focus is Search Engine Marketing (SEM), including Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing (SMM), and web analytics. He is a lecturer at the University of Iowa, teaching digital marketing to MBA students.

KIM RUST

Mobile strategy consultant and professor

Kim Rust is a mobile strategy consultant and professor with expertise in growing businesses with mobile apps. With equal parts software product and marketing experience, Kim delivers in-store, online, and mobile customer experiences that drive revenue and enhance loyalty across the industries of retail, media, real estate, social networking, and financial services. She is adept at roles requiring the coordination of multiple teams with retail experience ranging from stores buying for a nationwide retailer to the launch of over 30 mobile technology products for retailers and brands and is highly regarded for the following skills: mobile implementations, digital and mobile education, product strategy, digital marketing strategy, and analytics.

DAN WEINGROD

Digital change agent, design sprint facilitator, and educator

Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations and teams learn and organize. He has facilitated multiple design sprints both in-person and remotely that have helped teams to identify problems, creatively define solutions, and build a culture of continuous learning using Agile, LeanUX, and Design Thinking. He has lead web departments, developed digital and social strategies for numerous brands, and helped educate marketing and entrepreneurship students from around the world about succeeding in the rapidly changing digital environment.

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. Participants will be assessed across nine content areas to obtain the certificate of completion.

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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.

Pay Nothing While You Learn. Financing Options Starting At US$25/Month

We offer flexible and transparent payment options through our partners Skills Fund, Sallie Mae, Commerce Bank and Eduvanz.

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