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
Course duration
8 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Program overview
The expected number of data sources brands will be using to drive marketing campaigns in 2025.
Salesforce Pardot (Apr, 2019).
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
Introduction
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.
Get this course for your team
Leading organisations recognise the value of this course and invest in it to enhance their employees' skills and expertise.
What will set you apart
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
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
John Charles Jove
VP, Global Sales PepsiCo
This was an outstanding course! I started the program thinking it might be a bit theoretical but came away with an understanding, as a digital migrant, of how to market in the digital world! I appreciated the holistic view of the digital customer journey and tools that can be used to influence. And I appreciated the global perspective of digital regulations. I did not network as much as I could have but I did learn from other classmates. And the online support was fast, and friendly! Great program would definitely recommend a high net promoter!
Program Co-Conveners
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.
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Payment options
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.
Manage your time
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 module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. 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?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
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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