Post Graduate Certificate in Digital Marketing

Become an in-demand, all-rounder digital marketer driving customer-centric strategies and business growth with the Kellogg advantage.

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Course Dates

STARTS ON

June 30, 2022

Course Duration

DURATION

9 months, online
10-12 hours per week

Course Fee

PROGRAM FEE

US$3,500

Course Information Flexible payment available

Applications close on June 29, 2022

Apply before June 24, 2022 and avail early registration benefit of 5% off.
Use code OC22065 during payment.

This program is open for enrollments for participants from Philippines, Malaysia, Thailand, Vietnam, Indonesia

WhatsApp an Advisor on +65 8014 3066
Have questions? Our Advisor will assist you promptly.

Program Overview

It’s no secret that the shift of consumer attention towards digital platforms has left many traditional marketers reeling. In 2022, over than 3.5 billion people globally will spend time on a social network at least once a month, and nearly 60% of those will reside in Asia-Pacific region (eMarketer). In today's times, marketing in a digital world is not just ‘digital marketing’: it’s much more. It’s a discipline powered by data, scaled by automation, and optimized by analytics, with the customer always at its center.

In this 9 Months online program led by Professor Mohanbir Sawhney – a globally-recognized scholar, educator, and author – you’ll gain an end-to-end perspective of the digital marketing landscape, develop in-demand skills, and advance your proficiency in this rapidly expanding domain. Stay ahead of the competition, and find your niche with the Post Graduate Certificate in Digital Marketing from Kellogg Executive Education.

$58.63 Billion

Southeast Asia digital advertising market is expected to grow by a revised 2021-2031 CAGR of 18.73% and reach $58.63 billion by 2031.

Source: Research and Markets

3.5 billion

In 2022, over than 3.5 billion people globally will spend time on a social network at least once a month, and nearly 60% of those will reside in Asia-Pacific region

Source: eMarketer

Advance Your Career in Digital Marketing

Content Marketing

Customer Experience and Engagement: Conversations, Campaigns, and Conversions

Marketing Automation

Marketing Experimentation and Analytics

Social Media Marketing

Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

High-level Program Takeaways

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer
  • Obtain a 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 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?

This program is ideal for:

  • Senior and mid-career professionals with over ten years of work experience, eager to learn how to align their organization's marketing strategy with business goals, leverage marketing opportunities, and drive process improvement
  • Traditional marketers or corporate communications professionals who want to develop their digital marketing capabilities or are looking to switch to digital marketing will also benefit from enrolling in this program

Why This Program?

  • Digital advertising is projected to account for around 33 percent of Southeast Asia's total advertising expenditures (Statista).
  • An immersive 9 Months online program that will enable you with a comprehensive overview of digital marketing and its tools and an up-to-date skillset to stay ahead of your peers
  • Live webinars and office hours with digital marketing experts
  • Assistance with your professional development in digital marketing
  • Real-world applications, including a capstone project
  • Marketing simulations
  • Kellogg’s MBA program has consistently been ranked #1 business school in Marketing by the U.S. News & World Report, and you will learn from some of the same marketing thought leaders and industry experts

Program Modules

Module 1:

Introduction to the Digital Marketing Landscape

Understand how the current digital marketing landscape differs from traditional marketing methods and conduct a self-assessment of your skills.

Module 2:

Digital Marketing Fundamentals

Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions.

Module 3:

A Framework for Marketing in the Digital World

Understand customer expectations in the digital age, learn how to measure return on engagement (ROE), and appreciate the vital role played by data and automation.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI). Gain valuable expertise in customer experience mapping.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on consumer behavior and responses.

Module 6:

Content Marketing

Understand what content marketing is, and the skills and platforms involved.

Module 7:

Search Engine Optimization

Learn how search engines work and how to optimize your content so that it can be found by potential customers.

Module 8:

Social Media (Organic)

Understand why you need a social strategy.

Module 9:

The Customer Journey and Content Strategy

Know how to align your content strategy and innovations with customer intent.

Module 10:

Brand Storytelling in a Digital World

Develop the skills to identify an effective brand story that connects with consumers.

Module 11:

Social Media (Paid)

Place your brand in front of relevant audiences.

Module 13:

Email Marketing

Learn the best practices for email marketing and how to avoid the dreaded spam filter.

Module 14:

Other Digital Channels

Explore other methods that will allow you to expand your reach.

Module 15:

Accelerating Marketing Execution

Learn how to market better, faster, and stronger for organizations, both big and small.

Module 16:

Metrics and Measurement

Develop the ability to know what works and what doesn’t in your marketing mix.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process to optimize your marketing investments across all channels.

Module 18:

Marketing Attribution, Testing, and Experimentation

Marketing Attribution, Testing, and Experimentation

Module 19:

Marketing Automation and AI in Marketing

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

Module 20:

Capstone Project

Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project that pulls together the wide range of topics the program covers.

Module 1:

Introduction to the Digital Marketing Landscape

Understand how the current digital marketing landscape differs from traditional marketing methods and conduct a self-assessment of your skills.

Module 11:

Social Media (Paid)

Place your brand in front of relevant audiences.

Module 2:

Digital Marketing Fundamentals

Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions.

Module 13:

Email Marketing

Learn the best practices for email marketing and how to avoid the dreaded spam filter.

Module 3:

A Framework for Marketing in the Digital World

Understand customer expectations in the digital age, learn how to measure return on engagement (ROE), and appreciate the vital role played by data and automation.

Module 14:

Other Digital Channels

Explore other methods that will allow you to expand your reach.

Module 4:

Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and artificial intelligence (AI). Gain valuable expertise in customer experience mapping.

Module 15:

Accelerating Marketing Execution

Learn how to market better, faster, and stronger for organizations, both big and small.

Module 5:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on consumer behavior and responses.

Module 16:

Metrics and Measurement

Develop the ability to know what works and what doesn’t in your marketing mix.

Module 6:

Content Marketing

Understand what content marketing is, and the skills and platforms involved.

Module 17:

Conversion Rate Optimization (CRO)

Develop a process to optimize your marketing investments across all channels.

Module 7:

Search Engine Optimization

Learn how search engines work and how to optimize your content so that it can be found by potential customers.

Module 18:

Marketing Attribution, Testing, and Experimentation

Marketing Attribution, Testing, and Experimentation

Module 8:

Social Media (Organic)

Understand why you need a social strategy.

Module 19:

Marketing Automation and AI in Marketing

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

Module 9:

The Customer Journey and Content Strategy

Know how to align your content strategy and innovations with customer intent.

Module 20:

Capstone Project

Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project that pulls together the wide range of topics the program covers.

Module 10:

Brand Storytelling in a Digital World

Develop the skills to identify an effective brand story that connects with consumers.

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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

*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.

Industry Examples

Google

Analyze the structure of brand storytelling through the lens of Google India's, ‘Reunion’, commercial, a spot that has had over 15 million views to date.

John Deere

Take a look at how John Deere educates customers instead of pitching to them in a publication that it has published since 1895.

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.

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.

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.

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.

Whole Foods

Learn how Whole Foods leverages artificial intelligence (AI) to obtain 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

Faculty Member 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...

More info

Instructors

Faculty Member Dr. Sharmin Attaran

Dr. Sharmin Attaran

A distinguished 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 both online and offline programs related to digital marketing, frequently holding workshops and providing training for small- and medium-sized enterprises 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.

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, healthcare, 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, where he teaches 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 retail, media, real estate, social networking, and financial services industries. She is adept at roles that require the coordination of multiple teams; her extensive retail experience includes a role as a buyer for a nationwide retailer and as the organizer of a launch for over 30 mobile technology products. Kim 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 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

This is an all-intensive digital marketing certification course where you will develop a skillset in SEO, PPC, Social Media, Content marketing, CRM, and more. This program was also helpful in finding job opportunities, and learning about the digital space.

— Andrew Woller, Member Success Lead, Wework

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

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.

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Note:
- 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.
- This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.

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Flexible payment options available. Learn more.