The proliferation of new technologies such as mobile, cloud computing and artificial intelligence have transformed customer behavior and disrupted marketplaces. As a result, marketing practices must also evolve. Marketing in a digital world is much more than marketing through digital channels; it's about harnessing automation to make marketing practices more productive and agile, mining new sources of customer data to create personalized communications, and leveraging analytics and artificial intelligence (AI) to optimize marketing activities.
In this online program by Kellogg School of Management Executive Education, led by Professor Mohanbir Sawhney – a globally-recognized scholar, educator and author – you’ll gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization and AI applications.
Professor Mohanbir Sawhney
Module 1: A Framework for Marketing in a Digital World
Understand customer expectations and learn about the five marketing transformation lanes
Module 2: Understanding Customers and Generating Insights
Learn about the nature of customer insight through social data, as well as map the customer experience.
Module 3: Customer Segmentation and Behavioral Marketing
Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Module 4: The Customer Journey and Content Strategy
Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.
Module 5: Brand Storytelling in a Digital World
Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.
Module 6: Accelerating Marketing Execution through Agile Marketing
Learn how to market better, faster, and stronger for organizations big and small.
Module 7: Marketing Attribution, Testing, and Experimentation
Identify your customer touchpoints to understand what, where, and why customers purchase.
Module 8: Marketing Automation and Artificial Intelligence in Marketing
Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.
Capstone Project: Uber Case Study
What is Digital Marketing Strategies about and who is it for?
Digital Marketing Strategies takes a high-level strategic view of the modern marketing process and practice; it begins with developing customer insights, moves through content strategies and execution, and culminates in optimization and AI applications. Marketing leaders, as well as business managers and organizational leaders responsible for driving growth and innovation, will gain a practical understanding of what modern marketing looks like from an organizational perspective.
Is this program applicable to both B2C and B2B marketers?
Yes, it is relevant for both B2C and B2B marketers. Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.
What is the learning experience?
Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program.
What is the program format?
The program consists of 8 modules delivered over 2 months online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. While the modules do not close, access to assignments is closed each week.
Could a learner choose to opt out of some topics?
No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.
What methods will be used for grading and evaluations?
Kellogg program directors will review assignments, discussions and exercises to determine participants’ understanding of the material.
Does the program offer community engagement for learners?
Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants.
What are the requirements for accessing the program?
Participants will need the following to access the Digital Marketing Strategies program:
Do the programs offer a certificate?
Yes. Participants will receive a digital certificate of completion following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn.