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Courtlyn

Promotion and Events Specialist

Professional Certificate in Digital Marketing

Gain in-demand digital marketing skills in this six-month online program.

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Course Date

STARTS ON

March 23, 2023

Course Duration

DURATION

6 months, online
10-15 hours/week

Course Fee

PROGRAM FEE

US$6,950 or get US$695 off with a referral

Course Information Flexible payment available
Course Fee

For Your Team

Enroll your team and learn with your peers

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Explore financing options available for this program.
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Advance Your Career in Digital Marketing

Demand for marketers who can navigate this industry-wide transformation is strong and recruiting experts have identified a significant digital marketing talent gap - McKinley Marketing Partners' 2021 hiring report found demand outweighs supply 59% to 19%.

It means it is the perfect time to learn the skills that companies need, including:

  • Content Marketing
  • Customer Experience and Engagement: Conversations, Campaigns, and Conversion
  • Marketing Automation
  • Marketing Experimentation and Analytics
  • Social Media Marketing
  • Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

80%

The percentage of brands using paid social media advertising in 2022

Source: HubSpot State of Marketing Trends, 2022

$123,899

The average salary for the role of 'Digital Marketing Manager' in the U.S. in 2022

Source: Glassdoor, 2022

860,000

Number of job openings for digital marketers in 2022

Source: LinkedIn, 2022
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Learn from the best
Kellogg’s MBA program has consistently been ranked #1
in Marketing by the U.S. News & World Report (2022).

High-level Program Takeaways

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Obtain hands-on experience of essential digital marketing skills including SEO, SEM, social media, email marketing, and display ads.
  • Learn how to optimize your growth marketing and customer acquisition strategies using metrics such as conversion optimization, A/B tests, attribution, and experimentation.
  • Engage with career-focused webinars and assignments designed to further your professional development in digital marketing.
  • Interact 1:1 with industry experts and get focused, real-world insights, industry guidance, and more.
  • Enjoy enhanced networking opportunities and a built-in support system via a dedicated Slack channel that connects you with your peers and other industry professionals.

Who is This Program For?

The Professional Certificate in Digital Marketing is a launchpad that will advance your career in digital marketing. It will give you a broad overview of the digital marketing landscape, help you develop the most in-demand skills, and 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 their current specialization into marketing
  • Traditional marketers or corporate communications professionals who want to build on their current skill set to develop digital marketing capabilities.

Build Your Skill Set

Build Your Strategies

  • Create content that converts
  • Optimize your campaigns for maximum return on investment
  • Segment audiences across social platforms and personalize your messages
  • Automate tasks to scale faster and more efficiently
  • Keep your email messages out of spam filters and in front of your 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 help from an industry professional
  • Determine which career path in digital marketing is most suitable for you
  • Locate your influencers
  • Build your network

Program Highlights

Module Summaries

Section 1:

Customer Understanding and Segmentation

The first section of this program jumps right into digital marketing fundamentals, from the customer acquisition funnel to customer personas, and then builds a deeper understanding of customer behavior, segmentation, and content marketing strategies.

Section 2:

Content, Social Media, and Search Engines

The second section dives into optimization techniques, social media key performance indicators and calendar management, the alignment of content strategy with customer needs, brand storytelling, and search engine marketing (SEM).

Section 3:

Digital Channels, Strategy, and Execution

This section explores strategies for additional digital channels, such as email marketing, paid and organic social media marketing, and other methods to help you expand your reach such as referral marketing, retargeting, and remarketing strategies.

Section 4:

Marketing Experimentation, Automation, and Optimization

This final section explores strategies for designing and executing end-to-end digital marketing campaigns, conversion rate optimization, and methods for attribution and experimentation. The program concludes with the completion of the capstone project.

Section 1:

Customer Understanding and Segmentation

The first section of this program jumps right into digital marketing fundamentals, from the customer acquisition funnel to customer personas, and then builds a deeper understanding of customer behavior, segmentation, and content marketing strategies.

Section 3:

Digital Channels, Strategy, and Execution

This section explores strategies for additional digital channels, such as email marketing, paid and organic social media marketing, and other methods to help you expand your reach such as referral marketing, retargeting, and remarketing strategies.

Section 2:

Content, Social Media, and Search Engines

The second section dives into optimization techniques, social media key performance indicators and calendar management, the alignment of content strategy with customer needs, brand storytelling, and search engine marketing (SEM).

Section 4:

Marketing Experimentation, Automation, and Optimization

This final section explores strategies for designing and executing end-to-end digital marketing campaigns, conversion rate optimization, and methods for attribution and experimentation. The program concludes with the completion of the capstone project.

For more information on the full syllabus, download our brochure

Download Brochure

Certifications Included in the Program

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

Case Studies

JetBlue

Explore the techniques that JetBlue used to create their buyer persona and how this information helped them create campaigns that truly connected with their customers.

The Honest Company

Learn how The Honest Company used campaign drafts and experiments in Google Ads to test their online campaign for customer insights and to optimize bidding, landing page design, and ad text.

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 had over 15 million views to date.

P&G

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

Dollar Shave Club

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

Image of Dove Brand Logo

Dove

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

Kellogg Executive Education's use of them does not imply that it is affiliated with or endorsed by them.

Career Preparation and Guidance

Becoming an effective digital marketer requires a dynamic mix of domain knowledge and impactful communication skills. This program will guide you in developing a career path in digital marketing by assisting you in crafting your elevator pitch and sharpening 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 to reach your learning goals and guide you through your job search. The primary goals is to help you with the skills needed to be prepared for a career in the digital marketing field. However, we do not guarantee job placement.

Emeritus provides assistance with the following career-preparation services:

  • Writing noteworthy resumes and cover letters
  • Creating effective LinkedIn profiles
  • Navigating your job search
  • Preparing for interviews
  • Crafting your elevator pitch
  • Negotiating salary

Exercises focused on launching a career in digital marketing include:

  • Job search and interviewing for digital marketing positions
  • Building your personal brand and promoting your skills
  • Communicating digital marketing concepts through a capstone project

Program Faculty

Profile picture of course faculty 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, consultant, and speaker in innovation, modern marketing, and enterprise analytics.... More info
Profile picture of course faculty 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 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.

Instructors

Krista Neher

Professor, consultant, and speaker specializing in digital marketing

Krista Neher is a six-time best-selling author, an international speaker, an award-winning entrepreneur, a global thought leader, and the CEO of Boot Camp Digital. Krista has written six books on digital marketing, including a textbook and a “Dummies” book. With over 15 years of digital marketing experience, Krista is a digital marketing pioneer—executing digital strategies before “digital marketing” was even a recognized term. She has worked with organizations like Facebook, Nike, Procter & Gamble, GE, Macy’s, Google, and the United States Senate and has been featured as an expert in The New York Times, on CNN, in The Wall Street Journal, on NBC, on CBS, in Entrepreneur, and in the Associated Press. Krista is passionate about digital marketing and created one of the first accredited digital marketing certification programs in the world.

Profile picture of course faculty MATT CARDONI

Matt Cardoni

Digital marketing educator and specialist, owner of Green Lightning Marketing

Matt Cardoni teaches and consults in digital marketing. He focuses on SEM, SEO, social media marketing, conversion rate optimization, content marketing, and web analytics. He has worked with enterprise clients in e-commerce, healthcare, and finance, on both the agency and client sides, for 20 years in corporate roles and has run his own company for seven years. Matt specializes in helping nonprofit and mission-driven organizations, creating and implementing online marketing strategies, leading and collaborating with cross-channel teams, delivering measurable results, and developing meaningful client relationships.

Profile picture of course faculty KIM RUST

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.

Profile picture of course faculty DAN WEINGROD

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 become organized. 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 led web departments, developed digital and social strategies for numerous brands, and helped educate marketing and entrepreneurship students from around the world about succeeding in today's rapidly changing digital environment.

What Our Past Participants Say

Andrew Woller

"This is a 6-month all-intensive digital marketing certification course where you will develop a skill set in SEO, PPC, Social Media, Content marketing, CRM, and more. This program was also helpful in networking with marketing professionals, finding job opportunities, and learning about the digital space."

— Andrew Woller, Ad Operations Manager, XLMedia PLC

Andrea Lenterna

"The breadth of the content was what attracted me, and it is what's really valuable about the program. Through this course I gained a huge amount of knowledge about digital marketing and investigating the various aspects of it (SEO, SEM, influencers, email marketing, and so on), and it gave me a full picture of the subject."

— Andrea Lenterna, director, Maxi Editor (S.R.L)

Alfredo Morales

"I've taken other Digital Marketing courses (both online and on-site) and this was easily the best in my experience. The course encompassed all major digital marketing subjects, from social, email, influencer, SEO/SEM to more complex topics such as AI applied to digital marketing. The course was worth every penny. I liked it so much that I'm currently taking the other Professional Certificate course available (Product Management.) I'm applying many of the things I learned to my current job, something I cannot say of other courses I've taken."

— Alfredo Morales, COE Supervisor, Raytheon Professional Services

Pilar Maturana

"The best part about this program were the instructors and the group of friends and connections I made throughout this program. I was able to land a fantastic job while doing this program. Thank you!"

— Pilar Maturana, Digital Marketing Producer, Crescendo Collective

Patricia Motta

"The professors were amazing, the material was very rich. I put everything I learned into practice at work the very next day and have become more valued by the company I work for as the results are visible. Having the orientation from the best marketing professionals in the market, as well as networking with 150 other professionals in my class, was the added value that exceeded my expectations. It was a lot of dedication and hard work, which only made me value the experience even more. I highly recommend it."

— Patricia Motta, Marketing Manager, Osborne International Inc

Simon Dain

"Whether you are a seasoned marketing professional, a young professional trying to pivot towards digital marketing or an entrepreneur who wants to be able to understand and leverage digital marketing in leading your teams/business; this course is really valuable because there is real substance to the program—the case studies, the exercises, and the group dynamic. Being from an investment background it has been my experience, that growth and positive ROI are not linear or uncertain events but are delivered through identifying the right opportunities and a succession of successive inflexion points. This course is undeniably one of those opportunities and will be a defining point in your professional growth."

— Simon Dain, Founder, Candriam Investors Group

Pinar McGee

"Professor Mohan Sawhney was incredible. I would like to meet him in person and thank him for the course one day."

— Pinar McGee, Director, Customer Experience, Molex

Lisa Marzano

"Weaving the pieces together in the capstone was the best - it allowed us to show everything we learned in the course."

— Lisa Marzano, Associate Director, Analytics, AbbVie

Program Leaders

Our Learning Facilitators are industry experts who bring their insights to the course experience through live office hour sessions and personalized support.

Alex Brown

Alex has taught Digital Marketing for more than 20 years at the University of Delaware. He began teaching the subject before Google was born, when Apple was a struggling upstart. He has established and managed online communities in the MBA admissions space and the horse welfare world.

Matthew Ray

Matthew has a unique background in organizational effectiveness, behavioral science, and business operations that he leverages to develop innovative solutions that create better experiences, remove cost, and foster new ideas. He has in-depth expertise in change management, project management, and digital marketing.

Jacqueline Fuller

Jacqueline Fuller is a seasoned digital marketing leader who has a proven track record for running large-scale marketing campaigns that produce measurable and effective business results. With 12 years of experience in digital marketing, she has worked with prominent clients in retail, healthcare, financial, and agricultural sectors to drive their paid search, display, and social media performance. She leverages consumer insights, audience targeting, digital experience, and content strategies to grow business outcomes.

*This is a sample of our Program Leaders, that may change for upcoming cohorts.

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 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 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 the Kellogg School of Management.

Financing Options

We offer flexible and transparent payment options through our partners—Climb Credit, Sallie Mae, Ascent Funding, and Eduvanz.

  • Climb Credit

    Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more



    Sallie Mae*

    Fixed repayment, interest-only repayment, and deferred payment options available. Click here to know more


    *At the time of loan application, please select 'Student, Career training school' when prompted.



    Ascent Funding

    Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more



    Flexible Payment Options

    Monthly payments as low as US$1,166.
    Choose to pay in two, three, or six monthly installments for higher flexibility Click here to learn more

  • EDUVANZ

    Click here to learn more



    Flexible Payment Options

    Monthly payments as low as US$1,166.
    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.

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Write to us at learner.success@emeritus.org
or Schedule a call with one of our Academic Advisors
or call us at +1 315 509 1266 (US) / +44 138 657 7106 (UK) / +65 3138 4744 (SG)
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