EXECUTIVE EDUCATION

Professional Certificate in Digital Marketing

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Course Dates
DEADLINE EXTENDED

April 22, 2021

Course Duration

DURATION

6 months, online
15-20 hours/week

Course Duration

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

Financing options available — learn more

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 is 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 over 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

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Gain a hands-on experience of essential digital marketing skills: 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

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

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.

Module 2:

Digital Marketing Fundamentals

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.

Module 3:

A Framework for Marketing in the Digital World

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.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI), customer experience mapping, and human factors research.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation, how to select target markets by understanding behavioral marketing, and it's automation.

Module 6:

Content Marketing

Understand what content marketing is, the role of customer-based research, demographics and segmentation, and adjusting strategy based on performance metrics.

Module 7:

Search Engine Optimization

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.

Module 8:

Social Media (Organic)

Learn why you need a social strategy, the tactics for different platforms and audiences, and performance metrics for social marketing.

Module 9:

The Customer Journey and Content Strategy

Master how to innovate across the customer experience, create a content management process, and align content strategy and innovations with customer intent.

Module 10:

Brand Storytelling in a Digital World

Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.

Module 11:

Search Engine Marketing

Learn how to leverage platforms such as Google Ads to find customers using keyword research and understand bidding strategies to create copy that converts.

Module 12:

Social Media (Paid)

Gain an understanding of remarketing and lookalike audiences, performance metrics for social platforms, and explore A/B testing methods for social media.

Module 13:

Email Marketing

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.

Module 14:

Other Digital Channels

Explore other strategies to expand your marketing reach such as referral marketing, retargeting, display ads and networks.

Module 15:

Accelerating Marketing Execution

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.

Module 16:

Metrics and Measurement

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.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process for optimizing your investments in marketing across all channels using strategies and tools such as landing page optimization, and web optimization.

Module 18:

Marketing Attribution, Testing, and Experimentation

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.

Module 19:

Marketing Automation and AI in Marketing

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

Module 20:

Capstone Project

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.

Module 1:

Introduction to the Digital Marketing Landscape

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.

Module 11:

Search Engine Marketing

Learn how to leverage platforms such as Google Ads to find customers using keyword research and understand bidding strategies to create copy that converts.

Module 2:

Digital Marketing Fundamentals

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.

Module 12:

Social Media (Paid)

Gain an understanding of remarketing and lookalike audiences, performance metrics for social platforms, and explore A/B testing methods for social media.

Module 3:

A Framework for Marketing in the Digital World

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.

Module 13:

Email Marketing

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.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI), customer experience mapping, and human factors research.

Module 14:

Other Digital Channels

Explore other strategies to expand your marketing reach such as referral marketing, retargeting, display ads and networks.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation, how to select target markets by understanding behavioral marketing, and it's automation.

Module 15:

Accelerating Marketing Execution

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.

Module 6:

Content Marketing

Understand what content marketing is, the role of customer-based research, demographics and segmentation, and adjusting strategy based on performance metrics.

Module 16:

Metrics and Measurement

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.

Module 7:

Search Engine Optimization

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.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process for optimizing your investments in marketing across all channels using strategies and tools such as landing page optimization, and web optimization.

Module 8:

Social Media (Organic)

Learn why you need a social strategy, the tactics for different platforms and audiences, and performance metrics for social marketing.

Module 18:

Marketing Attribution, Testing, and Experimentation

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.

Module 9:

The Customer Journey and Content Strategy

Master how to innovate across the customer experience, create a content management process, and align content strategy and innovations with customer intent.

Module 19:

Marketing Automation and AI in Marketing

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

Module 10:

Brand Storytelling in a Digital World

Learn how to develop an effective brand story that connects with consumers and how to adjust it based on customers’ pain points and passions.

Module 20:

Capstone Project

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.

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Some of the Tools You’ll Learn to Use:

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HubSpot

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Email Marketing

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Google Analytics

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Content Creation

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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
  • HubSpot Content Marketing and Social Media Certifications — Free
  • Semrush SEO Toolkit — Free

    Industry Examples

    Image of AT&T Brand Logo

    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.

    Image of Dollar Shave Club Brand Logo

    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.

    Image of Dove Brand Logo

    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.

    Image of Google Brand Logo

    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.

    Image of John Deere Logo

    John Deere

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

    Image of P&G Brand Logo

    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.

    Image of Whole Foods Brand Logo

    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

    Instructors

    Faculty Member DR. SHARMIN ATTARAN

    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

    Example image of certificate that will be awarded after successful completion of this program

    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.

    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.

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

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

    US Residents (Deferred payment option available)

    Indian Residents

    Rest of the World

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