DIGITAL MARKETING PROFESSIONAL CERTIFICATE

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Program Description

The Professional Program in Digital Marketing from Wharton makes you more marketable and puts your career in high gear. Learn the most in-demand key marketing skills: omni-channel marketing, marketing analytics, social media strategy and analysis, and data-driven customer-centric approaches to customer retention.

Designed by world-renowned marketing professors at the Wharton School, home of one of the top marketing programs in the country, the Professional Certificate in Digital Marketing from Wharton helps you develop the digital marketing skills you need to take advantage of the explosive growth in the marketing industry. Today’s marketers face a “digital skills gap,” and when you earn a Professional Certificate in Digital Marketing from the Wharton School, you’ll be able to help fill it.

What Will you Learn

  • How to leverage new models in business and e-commerce to increase profitability
  • New techniques in Market Research, including Regression Analysis (modeling cause and effect), Conjoint Analysis (valuing attributes and measuring preference), and Social Media Analytics
  • How to generate more word of mouth and leverage the power of social media to get your products, ideas, and messages to catch on
  • How to decide what initial experiments your company should invest in to achieve customer centricity
  • How to choose metrics to gauge and guide ongoing customer-centric efforts

Job Outlook

  • 90% of marketers report suffering from a shortage of digital skills, and only 8% of surveyed companies feel strong in the area of digital marketing. (whitepaper by Grovo)
  • In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles.
  • Employment of marketing managers is projected to grow 9 percent from 2014 to 2024, faster than the average for all occupations. (Bureau of Labor Statistics)
  • Career opportunities as a Marketing Manager, Digital Marketing Analyst, or Account Executive, among others Salary range from 56k- 97k per year (*data from Glassdoor)

Program Tracks

  • Choose the courses you want to complete to build your custom program or, complete all 4 courses to earn a Digital Marketing Professional Certificate from Wharton Online.
  • Courses:

    1. Managing the value of customer relationships

    2. Digital Marketing, Social Media and E-Commerce for Your Business

    3. Marketing Analytics: Data Tools and Techniques

    4. Selling Ideas: How to Influence Others and Get Your Message to Catch On

Note: The detailed course syllabi of individual courses are mentioned below.

1 Managing the value of customer relationships
Learn how to identify your most valuable customers to develop and implement customer-centric strategies and maximize their strategic value. In this course, you'll radically rethink how you develop and implement customer-centric strategies that you can apply to your existing customers today. You will also gain valuable insights into how to apply performance metrics and rethink product development processes in order to meet the needs of your most valuable customers.

Topics include

Product Centricity versus Customer Centricity, Customer Equity and Firm Valuation, Managing Customers according to Value, Acquisition and Retention Optimization.

What you'll learn

  • Make an informed decision about whether, how, and when to invest in customer centricity.
  • Make the case for customer centricity in your organization.
  • Find a balance in your organization between customer-centric and product-centric efforts .
  • Decide what initial experiments your company should invest in to achieve customer centricity .
  • Choose metrics to gauge and guide ongoing customer-centric efforts .
Meet the Instructor

Pete Fader

Frances & Pei-Yuan Chia
Professor of Marketing
The Wharton School of the
University of Pennsylvania

Pete Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School and the co-founder of zodiac (zodiacmetrics.com).

Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities.

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2 Digital Marketing, Social Media and E-Commerce for Your Business
Build the marketing skills you need to succeed in the Digital Economy from Wharton, consistently ranked #1 globally for marketing education.
In this business and management course, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing. This course is organized around four broad themes and we will use relevant theory and analysis, as well as numerous practical examples to develop our key learning points.

The themes are

  • Behavioral foundations for understanding and navigating the new online-offline landscape
  • New forms of interaction, including formation of networks and reputation building
  • Tools and principles of digital marketing action including online advertising on fixed and mobile devices
  • New media platforms and emergence of “organic” celebrities and communities
  • This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers This course evolved from the University of Pennsylvania’s Wharton School’s very first course on digital marketing and e-commerce.

Topics include

Behavioural Foundations, New Forms of Interaction, Tools and Principles, New Media Platforms.

What you'll learn

  • How to leverage new models in business and e-commerce to increase profitability.
  • Successful Social media and digital marketing techniques.
  • Real-world application of digital marketing and e-commerce methods.
  • How to market yourself and your products more effectively and efficiently.
Meet the instructor

David Bell

David Bell is the Xinmei Zhang and Yongge Dai
Professor of Marketing
at The Wharton School at the
University of Pennsylvania.

His research interests include e-commerce and inter-dependent choice: space-time diffusion, social contagion, and neighborhood effects. traditional retail and individual choice: impulse and unplanned buying

3 Marketing Analytics: Data Tools and Techniques
Learn how to measure, manage and analyze customer data to make effective marketing decisions. Businesses today have access to an increasingly large amount of detailed customer data, and this influx of data is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business.

Topics include

Introduction to data Collection, Regression, Conjoint Analysis, Social Media Analytics.

What you'll learn

  • Regression Analysis: modelling cause and effect.
  • Conjoint Analysis: valuing attributes and measuring preference.
  • Social Media Analytics.
  • New Techniques in Market Research.
Meet the instructor

Raghu Iyengar

Associate Professor
The Wharton School of the
University of Pennsylvania

Professor Raghu Iyengar's research investigates how consumers respond to nonlinear pricing schemes. Recently, Iyengar considered the impact of nonlinear pricing schemes within wireless services and modeled how consumers learn about their own consumption as well as the quality of a service provider.

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4 Selling Ideas: How to Influence Others and Get Your Message to Catch On
Learn how to use social media and word of mouth to spread your message and grow your business. Word of mouth is 10x as effective as advertising, and companies are shifting more of their marketing dollars to social media and word of mouth marketing as a result. Small businesses and entrepreneurs want to help their businesses grow but don’t have the money for big marketing campaigns. Word of mouth can help them grow for less money. But for all these efforts to be successful, managers have to understand how to get people to talk and share.

This course provides a step-by-step guide to getting anything to catch on.

  • How does a product’s name, price, or other attributes change how people perceive it?
  • What makes ideas memorable and message stick?
  • How can we increase our influence and shape others’ behavior?
  • Why is word of mouth ten times as effective as traditional advertising and how can we get people to talk about and share our product or idea?
  • How can we leverage the power of social media and what are the right metrics to pay attention to?

What you'll learn

  • Make messages stick
  • Generate more word of mouth
  • Get your products, ideas, and messages to catch on
  • Leverage the power of social media
  • Influence others more effectively
Meet the instructor

Jonah Berger

Associate Professor
The Wharton School of the
University of Pennsylvania

Jonah Berger is a Marketing Professor at the Wharton School at the University of Pennsylvania and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on.

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Program Features and Value Added Services

As part of the blended program you will get access to a variety of value added services that will help enhance your program experience and get you to your goals faster.

Program Features and Value added Services 1 Course 2 Courses 3 Courses All 4 Courses
Verified Course Certificate(s) from Wharton Online
Interactive Sessions with Leading Industry Guest Speakers
Peer Interaction & Networking
Access to Dedicated Course Consultant
Payment through instalments*
Invite to the Mega Digital Marketing Summit
Educational Loan Facility
Training on Additional Digital Marketing, Social Media Tools
Wharton Digital Marketing Professional Certificate
Capstone Project with intensive feedback
Exclusive Linkedin Group for Program Alumni
Career Support Services

* Conditions apply. Speak to your course consultant for details.

Media Planning & Budget Optimization Across Online Channels
In this project, students learn to appreciate budgeting and planning issues surrounding digital marketing campaigns.
  • Analyze historical data to create a media plan for the forthcoming quarter
  • Allocate a fixed marketing budget across channels such as LinkedIn, Facebook, Google Adwords, SEO, Email Marketing, etc.
  • Then students receive performance data for the quarter to evaluate how their media plan performed
  • Make necessary adjustments and propose an updated media plan for the following quarter
Students get an opportunity to analyze digital market channel expenditure and performance data from a large, well-known corporate brand to demonstrate their digital marketing prowess.
Social Marketing Tools & Techniques
Facebook: 6 sessions
  • Facebook Campaign Objectives
  • Devising Facebook Targeting strategy
  • Facebook Ad-Formats – Banner, Carousel & Canvas
  • Facebook Buying Type – Cost-per-Mille (CPM), Optimized CPM, Cost-per-Action (CPA), Cost-per-Click (CPC), etc.
  • Facebook Custom Audience
  • Return on Investment (ROI) Measurement
Google Adwords: 4 sessions
  • Designing a search campaign
  • Keyword Research and generation
  • Types of keyword matches
  • Bidding type (Cost-per-Click CPC, Effective-Cost-per-Click (ECPC) and Optimization)
  • Measurement
  • Understanding the search ad components & best practices of search ad
Conversion Optimization Tools & Techniques
Email Marketing: 5 Sessions
  • Objective based Email campaigns
  • Email Design - (Mail Chimp, Mobile responsive)
  • Measurement – Delivery, Bounce Rates, Open Rates, Click-Through-Rate (CTR) and Click-to-Open-Rate (CTOR)
  • Best Practices for the Subject Line, Content, etc.
  • Optimization including A/B Testing, Improving Conversion, etc.
Advanced Measurement & Reporting: 5 Sessions
  • Google Analytics
  • Google Tag Manager
  • Defining Key Performance Indicators (KPIs) & Return on Investment (ROI) for Marketing Campaigns
  • Understanding Attribution Models
    a. Platform vs Last Click
Alberto Besosa
This course was great, all the information was very interesting hope to get more content from professor Raghu, i know that this course will help me to advance my career, thank you for this opportunity.
Nicola Zocca
I just got my Certificate. I am very glad i took this course because i strongly think that the contents are very interesting and useful to enhance my knowledge and as consequence my working career. I am already looking for other courses as interesting as this one. Thanks.
Amoldeep Bakshi
Highly Informational, to the point with the right examples and exercises to help build one's own platform. Urge everyone to learn through this as the way it has helped me. Now I can understand my Uncle's company and the challenges faced in the field of Digital Economy much better and implement the right strategies to tackle it

Program Calendar

Given that the program is modular, you get a chance to schedule your courses as per your availability. Choose between Rounds 1, 2 and 3 and distribute your course load.

For further details on seat availability and scheduling options please speak to your course consultant.

Element Start Date End Date Delivery Pattern
Round 1 24th April, 2017 5th June, 2017 Online
Industry Speaker Sessions May, 2017 Oct, 2017 Live Online
Round 2 7th August, 2017 18th September, 2017 Online
Round 3 2nd October, 2017 13th November, 2017 Online
Digital Marketing Tools & Measurement 18th November, 2017 16th December, 2017 Live Online
Project 23rd December, 2017 17th February, 2018 Live Online
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