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.
EXECUTIVE EDUCATION
EXECUTIVE EDUCATION
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
Pay Nothing While You Learn. Financing Options Starting At US$25/Month.
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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:
75% of managers say it is challenging to find and retain professionals with up-to-date digital skills
Unique digital marketing jobs in U.S. posted over a 12-month period
Digital marketing jobs are growing 112% faster than the U.S. national average job growth
Learn from the best
Kellogg’s MBA program has consistently been ranked #1
in Marketing by U.S. News & World Report (2020).
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:
Build Your Skill Set
Build Your Future
Understand how the current landscape of digital marketing differs from traditional marketing methods as well as the role of digital media and its implications for brands.
Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions. Explore customer acquisition funnels and the role of retention marketing in a digital space.
Understand customer expectations in the digital age, how to measure Return on Engagement, the vital role of data and automation, and the five marketing transformation lanes.
Learn about the nature of customer insights through social data and artificial intelligence (AI), customer experience mapping, and human factors research.
Study the fundamentals of customer segmentation, how to select target markets by understanding behavioral marketing, and it's automation.
Understand what content marketing is, the role of customer-based research, demographics and segmentation, and adjusting strategy based on performance metrics.
Acquire knowledge of how search engines work, how to leverage SEO keyword research, create content that converts, performance metrics that affect SEO, and backlink strategies.
Learn why you need a social strategy, the tactics for different platforms and audiences, and performance metrics for social marketing.
Master how to innovate across the customer experience, create a content management process, and align content strategy and innovations with customer intent.
Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.
Learn how to leverage platforms such as Google Ads to find customers using keyword research and understand bidding strategies to create copy that converts.
Gain an understanding of remarketing and lookalike audiences, performance metrics for social platforms, and explore A/B testing methods for social media.
Learn about the performance metrics and best practices for email marketing, designing it for great user experiences, and how to avoid the dreaded spam filter.
Explore other strategies to expand your marketing reach such as referral marketing, retargeting, display ads and networks.
Learn how to market better, faster, and stronger for organizations – big and small, by moving from conventional marketing to implementing and scaling agile marketing strategies.
Develop the ability to know what works and what doesn’t in your marketing mix by using SMART marketing goals, and the best practices for measurement with tools like Google Analytics.
Develop a process for optimizing your investments in marketing across all channels using strategies and tools such as landing page optimization, and web optimization.
Identify your customer touchpoints to understand what, where, and why customers purchase. Learn about multi-touch attribution, cross-channel attribution, and the marketing experimentation process.
Learn about marketing automation and software applications that can save time and increase productivity, while still effectively engaging customers and managing relationships.
Build on your learnings from the hands-on exercises and apply them to a final capstone project, pulling together the various topics covered in the program.
Understand how the current landscape of digital marketing differs from traditional marketing methods as well as the role of digital media and its implications for brands.
Learn how to leverage platforms such as Google Ads to find customers using keyword research and understand bidding strategies to create copy that converts.
Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions. Explore customer acquisition funnels and the role of retention marketing in a digital space.
Gain an understanding of remarketing and lookalike audiences, performance metrics for social platforms, and explore A/B testing methods for social media.
Understand customer expectations in the digital age, how to measure Return on Engagement, the vital role of data and automation, and the five marketing transformation lanes.
Learn about the performance metrics and best practices for email marketing, designing it for great user experiences, and how to avoid the dreaded spam filter.
Learn about the nature of customer insights through social data and artificial intelligence (AI), customer experience mapping, and human factors research.
Explore other strategies to expand your marketing reach such as referral marketing, retargeting, display ads and networks.
Study the fundamentals of customer segmentation, how to select target markets by understanding behavioral marketing, and it's automation.
Learn how to market better, faster, and stronger for organizations – big and small, by moving from conventional marketing to implementing and scaling agile marketing strategies.
Understand what content marketing is, the role of customer-based research, demographics and segmentation, and adjusting strategy based on performance metrics.
Develop the ability to know what works and what doesn’t in your marketing mix by using SMART marketing goals, and the best practices for measurement with tools like Google Analytics.
Acquire knowledge of how search engines work, how to leverage SEO keyword research, create content that converts, performance metrics that affect SEO, and backlink strategies.
Develop a process for optimizing your investments in marketing across all channels using strategies and tools such as landing page optimization, and web optimization.
Learn why you need a social strategy, the tactics for different platforms and audiences, and performance metrics for social marketing.
Identify your customer touchpoints to understand what, where, and why customers purchase. Learn about multi-touch attribution, cross-channel attribution, and the marketing experimentation process.
Master how to innovate across the customer experience, create a content management process, and align content strategy and innovations with customer intent.
Learn about marketing automation and software applications that can save time and increase productivity, while still effectively engaging customers and managing relationships.
Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.
Build on your learnings from the hands-on exercises and apply them to a final capstone project, pulling together the various topics covered in the program.
HubSpot
Email Marketing
Google Analytics
Content Creation
User-generated Content
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.
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.
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.
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.
Take a look at how John Deere educates customers instead of pitching them in a publication they have been publishing since 1895.
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.
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.
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.
DR. SHARMIN ATTARAN
MATT CARDONI
KIM RUST
DAN WEINGROD
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.
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 Kellogg School of Management.
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