Digital Marketing: A Strategic Perspective online program

Course starts 4 December 2019

Course information

Registration Closes:
26 November 2019
Course Starts:
4 December 2019
8 weeks, excluding orientation
6 - 8 hours per week, entirely online
USD $2,800
Payment Options
Yale School of Management Executive Education
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General Assembly conducted a study in 2018 that analyzed the results of a digital marketing skills assessment, from a sample size of 10,000 marketing professionals. The results of the assessment showed that digital-native marketers outscored traditional corporate marketers by as much as 73%.1

As digital strategies, emerging technologies, and innovation increasingly become a focus in modern marketing, it’s essential that businesses address this skills gap and develop a fundamental understanding of how to generate value through customer-centric digital marketing strategies.

During this eight-week strategic digital marketing program, you’ll develop the practical and strategic skills needed to capitalize on the value created and captured when marketing insights are integrated into the broader strategic considerations of your organization.

You’ll explore how key digital marketing tools, such as social media and mobile technologies, can be leveraged to generate and extract value for your customer, as well as the role experimentation and analytics play in enabling data-driven insights and transformation in your organization.

1 General Assembly (2018).

Download course prospectus

What will set you apart

Earn a certificate of participation from the Yale School of Management Executive Education in this online digital marketing program and be empowered to:

  • Discover opportunities to create and capture value through the customer journey

  • Maximize value from owned media via search engine optimization (SEO), social media marketing, and paid media strategies

  • Explore the importance of analytics and experimentation in generating data-driven insights, and how this can empower you to transcend silos in your organization

  • Consider the future of digital marketing and explore the opportunities innovation presents

Course curriculum

Discover how to make better strategic digital marketing decisions when using key digital marketing tools, as you follow your learning path through the weekly modules of this online program:

  • Orientation Module Welcome to your Online Campus
  • Module 1  Frameworks for generating customer value
  • Module 2  Paid Media: Advertising that reaches customers
  • Module 3  Owned Media: Impactful content marketing
  • Module 4  Social media: Listening, promotion, and engagement
  • Module 5  Expanding value using mobile and emerging technologies
  • Module 6  Using analytics to innovate
  • Module 7  Organizational considerations for digital transformation
  • Module 8  Digital marketing, regulation, and the future

A powerful collaboration

This Yale School of Management Executive Education online program is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you investigate ways in which analytics and experimentation can be used to improve customer journey.

Your Program Co-conveners

The design of this online program is guided by the Yale School of Management faculty and industry experts who will share their experience and in-depth subject knowledge with you throughout the program.

Professor K Sudhir

Professor K Sudhir

James L Frank Professor of Private Enterprise and Director of the Yale China India Insights Program, Yale School of Management

Professor Sudhir holds a PhD in Marketing from Cornell University. He joined the Yale School of Management as an Assistant Professor of Marketing in 2001. Sudhir became the James L Frank Associate Professor of Private Enterprise and Management in 2003, and a Professor of Marketing in 2006. His interest is in data-driven research and how this can help organizations capture and create value in the customer journey. He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.


Professor Jiwoong Shin

Professor Jiwoong Shin

Professor of Marketing, Yale School of Management

Professor Shin has been at the Yale School of Management since 2004. He holds a PhD in Management Science from MIT. His research focuses on understanding why people engage in word of mouth, and he also looks at how firms can take advantage of this by encouraging word of mouth. His research has been published in the Journal of Marketing Research, Management Science, Marketing Science, among other publications. For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.

Guest Experts

Kirsten Lynch

Kirsten Lynch

EVP and Chief Marketing Officer at Vail Resorts

Jon Iwata

Jon Iwata

Former Vice President and Chief Brand Officer at IBM

Arun Sinha

Arun Sinha

Global Chief Marketing Officer at MSCI Inc.

Earn a certificate of participation

Get recognized for your knowledge when you earn an official certificate of participation from the Yale School of Management Executive Education – and use it to set yourself apart as a knowledgeable professional with key digital marketing skills.

Your certificate will be issued in your legal name and couriered to you, at no additional cost, upon successful completion of the program, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the University.


When do I start?

Our next available short course starts 4 December 2019.

Get More Information

Enter your information below to view the course prospectus from GetSmarter.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with a Course Consultant here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Manager who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Manager, you can use the Online Campus to get in touch.

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