The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Advance your digital marketing skills, earn industry-recognized certifications, drive long-term career growth
Download Brochure
October 12, 2023
6 months, online
10-15 hours/week
Our participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist Explore program financing options for seamless enrollment.
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The Professional Certificate in Digital Marketing from Kellogg Executive Education brings you up to speed with modern marketing practices and enhances your effectiveness. The program offers you the opportunity to earn certifications for many popular marketing platforms, learn from premier faculty and expert guest speakers, analyze a wide range of case studies, and engage with career coaches.
You will have the opportunity to tap into modern technologies, including artificial intelligence (AI) in digital marketing. This will help you understand, reach, attract, convert, and engage customers. Ultimately, this program aims to optimize your marketing career.
Now is the ideal time to develop the skills that marketers need to drive the most impact for their organizations:
The percentage of brands using paid social media advertising in 2022
of revenue is expected to come from digital channels by 2024—up from 42% in 2022.
#1
Kellogg is ranked No. 1 among business schools for marketing education, according to the U.S. News & World Report, 2022.
The Professional Certificate in Digital Marketing is your gateway to developing a 360-degree marketing practice that leverages all the benefits of digital—the experimentation, the measurement, and the return on investment (ROI). This program has wide applicability across industries and experience levels.
Professionals who will benefit most from developing these in-demand skills include:
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
Featuring 19 modules, this program will ensure your readiness for a career in digital marketing. Kellogg’s consistent ranking as the top business school for marketing education (according to the U.S. News & World Report, 2022) means that you will benefit from state-of-the-art thought leadership in marketing.
Module 1: Introduction to the Digital Marketing Landscape
In this module, you will learn about technological innovations in digital marketing, the impact of digital media on everyday life, its importance for advertisers, and key marketing career responsibilities.
Module 2: Digital Marketing Fundamentals
Learn to analyze a recent purchase using the marketing funnel, develop a customer acquisition funnel, create buyer personas, and identify the elements of a SMART goal.
Module 3: A Framework for Marketing in the Digital World
Learn to analyze customer engagement on social media, select engagement types for different product stages, calculate return on engagement, and understand the application of agile marketing across industries.
Module 4: Understanding Customers and Generating Insights
Study inductive and deductive learning for marketing challenges, leveraging technology to enhance customer experience, and using social listening tools to gain customer insights.
Module 5: Customer Segmentation and Behavioral Marketing
Understand market segmentation variables, how to identify optimal target segments, and the influence of qualitative personas and data on targeting and segmentation.
Module 6: Content Marketing
Learn to analyze marketing strategy effectiveness, identify pain points, develop social media ad strategies, and apply a content creation framework for effective digital marketing content.
Module 7: Search Engine Optimization
Analyze keyword data for SEO strategy, conduct page analysis using SEO tools for title tags, and interpret analytics reports to measure and identify opportunities for SEO strategies.
Module 8: Paid Search
Understand the role of search ads and their strategic use in marketing, creating ad campaigns for paid search, and evaluating the effectiveness of an organization's paid search marketing strategy.
Module 9: The Customer Journey and Content Strategy
Learn to create customer journey maps, use the Eliminate-Reduce-Raise-Create (ERRC) grid for differentiation, improve content hubs, and identify areas for successful customer experience innovation.
Module 10: Brand Storytelling in a Digital World
Learn to evaluate brand storytelling, its effectiveness in relation to brand value proposition and call to action, and how to assess transmedia storytelling's effectiveness in communicating a brand story.
Module 11: Email Marketing
Understand the best practices of email marketing design, international spam regulations, and important email marketing metrics for lead generation.
Module 12: Social Media Marketing (Organic)
Apply the Four Ps to a social media strategy, analyze and improve social media posts, and develop effective social media strategies for organizations.
Module 13: Social Media Marketing (Paid)
Learn how you can justify the use of paid social vs. paid search advertising, examine behavioral data for targeting, develop a Facebook Ads strategy, and analyze key performance indicators for measuring social media advertising campaign success.
Module 14: Other Digital Channels
Identify and select digital channels, social platforms, and influencers for reaching target personas, pitch a referral program, and justify your selections.
Module 15: Designing and Executing Digital Marketing
Learn about the components of a successful digital marketing campaign and how to evaluate marketing automation software for coordinating, managing, and measuring campaigns.
Module 16: Conversion Rate Optimization
Gauge the factors that positively affect conversion rates, improve those rates using page speed tests, and experiment with data visualization tools for optimization opportunities.
Module 17: Marketing Attribution, Testing, and Experimentation
Learn to evaluate campaign results, identify improvement opportunities, and draft a plan for measuring the success of your digital marketing campaigns.
Module 18: Marketing Automation and AI in Marketing
Learn about digital marketing automation in modern marketing, including its optimization, underlying workflows, and end-to-end applications for scaling analytics.
Module 19: Capstone Project
Build upon knowledge gained through the earlier exercises, and apply it to a final capstone project that pulls together the wide range of topics the program covers.
To know more about the modules, please download the brochure.
You will work on a capstone project throughout the program to apply your learnings to real-world marketing scenarios. As part of the project, you will create a digital marketing strategy for launching a new product or service and present your final plan to your peers. This in-depth project will help refine your digital marketing skills while you build a professional portfolio.
How did JetBlue use different techniques to create its buyer personas, and how did this information help it create campaigns that truly resonated with customers.
How did The Honest Company use campaign drafts and experiments in Google Ads to test its online campaigns for customer insights and optimize bidding, landing page design, and ad text.
How did the structure of brand storytelling unfold in Google India's 'Reunion' commercial, a spot that garnered over 16 million views to date.
How did P&G tackle the top three pain points in dentistry by developing a website that provides continuing education, the latest dental research, and practice management tools rather than relying on in-person sales visits.
How did Dollar Shave Club implement successful digital marketing strategies to personalize a generic product like razor blades and make its subscription model popular?
How did Dove, the beauty care line, focus on customer segmentation and impactful brand storytelling in its ‘Real Beauty’ campaign with an aim to go deeper than just soap.
Kellogg Executive Education's use of companies does not imply that it is affiliated with or endorsed by companies.
— Beth Hernandez, Studio Owner/Instructor at B Pilates
— Pedro Valenzuela, Business Leader, Edasi
— Andrea Lenterna, director, Maxi Editor (S.R.L)
— Andrew Woller, Ad Operations Manager, XLMedia PLC
— Alfredo Morales, COE Supervisor, Raytheon Professional Services
— Pilar Maturana, Digital Marketing Producer, Crescendo Collective
— Patricia Motta, Marketing Manager, Osborne International Inc
— Simon Dain, Founder, Candriam Investors Group
Becoming an effective digital marketer requires a dynamic mix of domain knowledge and communication skills. This program will guide your career path in digital marketing by helping you craft your elevator pitch and sharpen 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 reach your learning goals and guide you through your job search. The primary goal is to help you develop the skills needed for a career in the digital marketing field. However, job placement is not guaranteed.
Career preparation elements of this program include:
Career exercises focused on launching a career as a digital marketing professional include:
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.
Krista Neher
Matt Cardoni
KIM RUST
DAN WEINGROD
Our Program Leaders are industry experts who bring their insights to the course experience through live office hour sessions and personalized support.
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 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.
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.
*This is a sample of our Program Leaders, which may change for upcoming cohorts.
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 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 the Kellogg School of Management.
4.5
4.5
We offer flexible and transparent payment options through our partners—Climb Credit, Sallie Mae, Ascent Funding, and Eduvanz.
U.S. Residents (Deferred Payment Option Available)
Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more.
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.
Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more
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
Indian Residents
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 +1 315 509 1266.
*Due to processing time, the loan application should be submitted no later than four business days prior to the enrollment deadline.
After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow up with you very shortly.
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page and in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.
This is a graded program. You must complete a combination of individual assignments, quizzes, and a final project. Each component carries a certain number of points, and a cumulative score of 75 percent is required to pass and obtain your professional certificate.
The primary objective of this program is to give you the skills you need to be prepared for a job in this field. While eligible participants will receive career coaching and support and may receive introductions to our hiring partners, job placement is not guaranteed.
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the “Duration” section and in the program brochure, which you can obtain by submitting the short form at the top of this web page.
You will divide your learning time between viewing recorded coding demos, and video lectures, contributing to class discussions, completing assignments, projects, and knowledge checks, and attending optional live sessions with industry experts and program leaders.
The program is accessed through the custom learning portal. This portal will give you access to all program-related content such as video lectures, assignments, and discussions. Live office hours will be conducted using a webinar tool.
The video lectures and assignments are accessible weekly throughout the program. In the event you miss a live session, a recording will be made available.
Faculty video lectures are recorded, allowing you to watch these on your own schedule. However, participation in optional live sessions and discussion boards is highly encouraged. Live sessions will give you the opportunity to draw on the coding experience of our industry-experienced program leaders to answer your questions and help reach your learning goals. The discussion boards are also an integral part of the learning experience, giving you and your peers the opportunity to learn together and receive guidance from the moderators.
You can download video transcripts, assignment templates, readings, etc. However, the video lectures are only available for streaming and require an internet connection.
You can communicate with other participants through our learning platform. You will be able to form groups based on your interests and location. A direct messaging feature is also available through the platform.
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
Each program includes an estimated learner effort per week, so you can gauge what is required before you enroll. This is referenced at the top of the program landing page under the “Duration” section and in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.
This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification of any specific program requirements.
Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, résumé, and/or display it on your LinkedIn profile.
The digital certificate will be sent approximately two weeks after the program, once grading is complete.
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.
No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.
You will have access to the learning platform and all program materials (videos excluded) for one full year following the program end date. Access to the learning platform is restricted to registered participants per the terms of agreement.
To successfully complete this course/program(me) online, you must have access to a device meeting the minimum requirements, found here. In addition, Microsoft Office or similar product and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts in all programs. Technical programs might have additional tech requirements. Please check the learning platform on the first day of class.
Yes, the learning platform is accessed via the internet and video content is not available for download. You can download files of video transcripts, assignment templates, readings, etc. Video lectures must be streamed via the internet and webinars and small group sessions will require an internet connection.
Yes, you can do the bank remittance in USD via wire transfer. Please contact your program advisor for more details.
Yes flexible payment options are available for this program. We partner with loan providers to offer you flexible and transparent loan options. More information about loan financing is available here. Installment payments are also available—; you can find the options here.
Yes, the program fee is inclusive of any taxes with the exception of GST for Singapore residents.
After a participant has withdrawn, they will no longer be able to attend live sessions or 1:1 sessions with course leaders, mentors, or career coaches; submit work for review; or access their programme dashboard or curriculum.
Participants who would like to cancel their enrollment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Withdrawal Request Form. This form must be submitted by midnight UTC of the last day of the trial period to be eligible for a full refund. No cancellations will be processed unless this form is received. Refunds will be issued within 30 days after the effective date of withdrawal or dismissal.
Participants have the option to request a deferral to a future cohort within the first 30 days from their program start date. Cohort changes may be made only once per enrollment and are subject to the availability of cohorts and scheduled at the discretion of Emeritus. Participants requesting a deferral must be in good academic standing. Participants who would like to defer their enrollment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Deferral Request Form.
Flexible payment options available.