Yale School of Management Executive Education

Digital Marketing: A Strategic Perspective

Explore techniques, resources, and effective methods to deliver organizational value via an integrated digital marketing approach.

Start date

21 May 2025

Price

$2,100 USD

Installment Plan

Request a call

Course duration

8 weeks

Excluding orientation

Language

English

Access resources from start date

Effort

6–8 hours per week

Self-paced learning online

ABOUT THIS COURSE

Program overview

The expected number of data sources brands will be using to drive marketing campaigns in 2025.

Salesforce Pardot (Apr, 2019).

2021

The year digital advertising will account for more than half the global adspend for the first time.

Zenith Media (Jul, 2019).

Duration: 8 weeks (excluding orientation)

In contemporary marketing, emphasis has shifted to digital strategies, emerging technologies, and innovation. It is critical that businesses address any skill gaps and gain a fundamental comprehension of generating value through customer-centric digital marketing.

Over the course of eight weeks, this program will delve into how critical digital marketing tools, such as social media and mobile technology, can be utilized to improve the consumer experience. Participants will examine how experimentation and analytics contribute to data-driven insights, enabling organizations to make informed decisions regarding their broader strategies.

Is this program for you?

This program is designed for executives, entrepreneurs, business leaders, and professionals seeking to gain a deeper insight into their customers and leverage critical digital marketing tools and an integrated digital marketing strategy to enhance business performance. With the consumer and digital landscape continually evolving, this program is indispensable for anyone seeking to comprehend the function of digital marketing within an organization and how it can inform decision-making strategies.

Program overview

Duration: 8 weeks (excluding orientation)

What will set you apart

On completion of this program, you’ll walk away with:

Practical digital marketing skills to effectively drive lead generation and conversions.

The ability to implement an integrated digital marketing strategy.

An understanding of how to harness data and key digital marketing tools to make informed business decisions.

Unlimited access to edX's Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.

Program curriculum

Gain the skills to make data-informed strategic choices by utilizing essential digital marketing tools. You can develop these abilities by advancing through the weekly modules of this online program, where you will interact with a global community of business leaders and professionals who share your interests.

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 technologies

Module 6

Using analytics to innovate

Module 7

Organizational considerations for digital transformation

Module 8

Digital marketing, regulation and the future

What past students
think

Cailin Rocco

Manager, Deloitte

This course was a great experience for me. It pushed me to explore my existing understanding of marketing and discover perspectives hadn't considered. I enjoyed the professors and felt that the entire experience was helpful for me in becoming a better marketer.

Program Co-Conveners

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

Professor K Sudhir

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

Professor Jiwoong Shin

Professor of Marketing, Yale School of Management

About the certificate

Acquire knowledge in strategic digital marketing and earn an official certificate of participation from the Yale School of Management Executive Education.

Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.

Your digital certificate will be issued in your legal name and sent to you upon successful completion of the program, as per the stipulated requirements.

Yale SOM Executive Education Digital Marketing: A Strategic Perspective online program certificate

YOUR INFORMATION

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FAQ

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You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.

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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 videos, module notes, practice quizzes, presentations, 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 teaching team through the discussion forums. If you are looking for your Online Campus login, please visit your Account page here.

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