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

December 15, 2021

Course Duration

DURATION

6 months, online
15—20 hours/week

Course Fee

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

Advance Your Career in Digital Marketing

Demand for marketers who can navigate this industry-wide transformation is strong. In fact, 75% of managers have 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 2020 Salary Guide.

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)

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 the 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.
  • 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.
  • Develop high-impact advertising strategies on social media using content that you yourself will plan, create, and promote.
  • Engage with career-focused webinars and assignments designed to further your professional development in digital marketing.

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
  • Manage campaigns that offer real-time feedback through simulations
  • 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

Module Summaries

Section 1:

Customer Understanding and Segmentation

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

Section 2:

Content, Social Media, and Search Engines

The second six-week section dives into optimization techniques, social media KPIs and calendar management, the alignment of content strategy with customer needs, brand storytelling, SEM marketing, and different strategies for paid and organic social media.

Section 3:

Digital Channels, Strategy, and Execution

This six-week section explores strategies for additional digital channels, such as email marketing and A/B testing, earned media, agile marketing principles, marketing metrics, conversion rate optimization, and methods for attribution and experimentation.

Section 4:

Marketing Experimentation and Optimization

The final two weeks focus on automation and artificial intelligence in marketing, including methods of applying AI to the customer lifecycle to reach, attract, convert, and engage the consumer, and a capstone project to develop a marketing strategy for a new product or service.

Section 1:

Customer Understanding and Segmentation

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

Section 3:

Digital Channels, Strategy, and Execution

This six-week section explores strategies for additional digital channels, such as email marketing and A/B testing, earned media, agile marketing principles, marketing metrics, conversion rate optimization, and methods for attribution and experimentation.

Section 2:

Content, Social Media, and Search Engines

The second six-week section dives into optimization techniques, social media KPIs and calendar management, the alignment of content strategy with customer needs, brand storytelling, SEM marketing, and different strategies for paid and organic social media.

Section 4:

Marketing Experimentation and Optimization

The final two weeks focus on automation and artificial intelligence in marketing, including methods of applying AI to the customer lifecycle to reach, attract, convert, and engage the consumer, and a capstone project to develop a marketing strategy for a new product or service.

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

Case Studies

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.

Image of P&G Brand Logo

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.

Image of AT&T Brand Logo

AT&T

Using the Customer Journey Map, learn how AT&T has addressed customers’ apprehension about technology overload when entering stores, turning 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 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.

Image of John Deere Logo

John Deere

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

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.

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

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

Instructors

Profile picture of course faculty DR. SHARMIN ATTARAN

DR. SHARMIN ATTARAN

Professor, consultant, and speaker specializing in digital marketing

Dr. 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 both online and offline programs related to digital marketing, frequently holding workshops and providing training for SMEs and non-profits to aid them in their digital marketing strategy development. Dr. Attaran is also a professor at Bryant University, where she provides experiential learning opportunities to her marketing students using client-based projects.

Profile picture of course faculty MATT CARDONI

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.

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 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.

What Our Past Participants Say

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

Andrea Lenterna

"I attended the Professional Certificate in Digital Marketing from September 2020 till March 2021. I had very high hopes and expectations about this course and, I must say, I was not disappointed. I think it was very well structured since it started from the fundamentals of marketing and it showed how those should be applied to the digital world touching many aspects of it. It was a very comprehensive course which set a solid foundation about the topic. I strongly recommend it."

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

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, Member Success Lead, WeWork

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.

Veronica Ripson

Veronica Ripson is an adtech educator with nine years of experience in performance marketing. Her previous media clients include Google, PayPal, Venmo, Barclays, and Albertsons Safeway. She also has experience developing and delivering training for clients such as P&G, Visa, Guardian, NBCUniversal, and Verizon.

Nathan David

Nathan David is the founder and lead consultant at his marketing and analytics consultancy, Meta Impact. He has over 10 years of experience in digital marketing and business analytics, during which he has driven results for a range of businesses from Fortune 500 companies, including Nationwide Insurance, to large health systems, such Cleveland Clinic.

Tarah Cicirelli

Tarah brings over 19 years of industry experience across national and international markets, performing business development, marketing, advertising, event planning, community, and public relations responsibilities with organizations such as Total Safety Consulting, International Fire Protection Inc, Little Switzerland, and MLB Creative.

*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 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 the 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.
  • Sallie Mae

    Monthly payments starting at US$25.
    Fixed repayment, interest-only repayment, and deferred payment options available. Click here to know more



    Ascent Funding

    Monthly payments starting at US$37.
    Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more.



    Commerce Bank

    Monthly payments starting at US$25. 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 or by calling +315-538-6867.

Please note that loan applications should be submitted no later than four business days prior to the enrollment deadline due to processing time.

Registration for this program is done through Emeritus. You can contact us at kellogg@emeritus.org or schedule a call with an advisor.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.