HomePRKDigital Marketing: A Strategic Perspective - Yale School of Management

Digital Marketing: A Strategic Perspective – Yale School of Management

Ninety-one percent of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant product offerings.1 However, according to a survey done by Accenture, consumers feel their digital experiences are falling short of expectations.
As customers’ preferences continue to evolve, it’s essential for businesses to generate value through customer-centric digital marketing strategies, and effectively use various digital marketing channels and tools to enhance performance.
The Digital Marketing: A Strategic Perspective online program from the Yale School of Management Executive Education empowers marketers and business professionals to transcend silos in their organization and lead integrated, marketing-related digital transformation. Over the course of eight weeks, guided by Yale School of Management faculty, you’ll explore how social media, SEO, content marketing, mobile technologies and other key digital marketing tools can be leveraged to create and extract value for your customer. You’ll also consider how analytics and experimentation can be used to reveal opportunities for strategic innovation, and be analyzed to inform evidence-based insights.
Explore the process of digital transformation, and discover how to integrate marketing insights into the greater strategic objectives of your organization.
1 Accenture (2018).
Registration closes: February 15, 2022
Start date: February 23, 2022
Length: 8 weeks (excluding orientation)
Commitment: 6 – 8 hours per week
Fee: $2,600
Outcome: Practical digital marketing insights, skills, and frameworks.
For questions about fees, registration, or other program-related inquiries please contact our program collaborator, GetSmarter
Modules are released on a weekly basis and can be completed in your own time and at your own pace.
James L Frank Professor of Private Enterprise and Director of the Yale China India Insights Program
Professor Sudhir holds a Ph.D. 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 has been an associate editor at all of the field’s quantitative marketing journals.
Professor of Marketing, Yale School of Management
Professor Shin has been at the Yale School of Management since 2004. He holds a Ph.D. 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.
Registration closes:
February 15, 2022

Course starts with orientation:
February 23, 2022
Register now »

Request a Call »
There are no prerequisites for this course. Register to get started. Our online program collaborator, GetSmarter, will welcome you and guide you through the steps to secure your place in the course.
This course is presented entirely online in collaboration with leaders in digital education, GetSmarter, a brand of 2U, Inc. Technology meets academic rigor in GetSmarter’s people-mediated model which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions. This interactive, supportive teaching model is designed for busy professionals and results in unprecedented certification rates for online courses.
View the Digital Marketing: A Strategic Perspective Program on the GetSmarter website.
Modules are released on a weekly basis, and can be completed in your own time and at your own pace.



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