Overview

The Professional Certificate in Digital Marketing is your launchpad to advancing a career in digital marketing. This in-depth online program will give you a broad overview of the digital marketing landscape, enable you to develop the most in-demand skills, and help you find your niche in this rapidly expanding field. In addition to learning digital marketing techniques across a wide range of areas like search engine optimization and social media marketing, certifications from top digital platforms such as Google and HubSpot offer enhanced validation of the skills you will have developed.

  • 75% of Managers Need Talent – 75% of managers say it’s challenging to find and retain professionals with up-to-date digital skills
    Source: The Creative Group 2020 Salary Guide
  • 163,577 Jobs – Unique digital marketing jobs in U.S. posted in a 12-month period
    Source: Labor market firm, Emsi, 2019
  • 112% Job Growth – Digital marketing jobs are growing 112% faster than the U.S. national average job growth
    Source: U.S. Bureau of Labor Statistics

Advance Your Career in Digital Marketing

Demand for marketers who can aptly navigate the digital landscape is strong. In fact, 75% of managers said it is a challenge to find and retain professionals with the up-to-date digital marketing skills they need, according to The Creative Group Salary 2020 Survey.

What does this mean for you? It means now is the time to learn the skills that will deliver the most commercial impact for employers including:

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Content Marketing
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Marketing Automation

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Social Media Marketing
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Customer Experience and Engagement: Conversations, Campaigns, and Conversion
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Marketing Experimentation and Analytics
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Marketing Experimentation and Analytics

Who Is This Program For?

The Professional Certificate in Digital Marketing is your launchpad to advancing your career in digital marketing. It will give you a broad overview of the digital marketing landscape, develop the most in-demand skills, and help you find your niche in this rapidly expanding field. This program is ideal for:

  • Early career professionals who want to enter a high-growth field
  • Professionals looking to switch from an existing field into marketing
  • Traditional marketers or corporate communications professionals who want to build on their current skillset to develop digital marketing capabilities
  • Digital marketers wanting to broaden their perspectives by learning about both the strategic and tactical aspects of the digital marketing landscape

High-level Program Takeaways Include:

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Execute hands-on tools: SEO, SEM, social media, email marketing, and display ads.
  • Learn how to optimize using metrics: SMART goals, conversion optimization, A/B tests, attribution, and experimentation.
  • Create high-impact content for a new generation of consumers.
  • Develop ad strategies on social media for content that you will plan, create, and promote.
  • Career-focused webinars and assignments for your professional development in digital marketing.

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  • Starts on

    Coming Soon

  • Duration

    6 Months, Online

    (15-20 hours per week)
  • Course Fees

    US$ 12,500*

Curriculum & Faculty

The Digital Marketing Journey

Modern marketing is a blend of gathering insights and analytics, combining hard skills with a strategic mindset to drive business results. You will develop capabilities that fall into four broad categories:

journey

Build Your Skill Set

  • Create content that converts
  • Optimize campaigns for maximum ROI
  • Segment audiences across social platforms to personalize your message
  • Automate tasks to scale faster and more efficiently
  • Manage campaigns with real-time feedback through simulations
  • Keep your email messages out of spam filters and in front of customers

Build Your Future

  • Complete a Capstone Project to add to your portfolio
  • Create an effective resume, cover letter, and LinkedIn profile
  • Build your digital marketing portfolio with an industry professional
  • Determine what career path in digital marketing is most suitable for you
  • Locate your influencers
  • Build your network

 

Industry Examples

AT&T

AT&T

Using the Customer Journey Map, learn how AT&T was able to address customers’ apprehension about technology overload when entering stores and turn it into a positive, personalized in-store experience.

Dollar Shave Club

Dollar Shave Club

Who would have thought subscription razor blades could be so popular? Using successful digital marketing strategies, Dollar Shave Club personalized a formerly generic product. Learn how they did it.

Dove

Dove

Topics such as customer segmentation and telling great brand stories come to life in the ‘Real Beauty’ campaign from Dove, the beauty care line that aims to go deeper than just soap.

Google

Google

Analyze the structure of brand storytelling through the lens of Google India’s “Reunion” commercial, a spot which has over 15 million views to date.

John Deere

John Deere

Take a look at how John Deere educates customers instead of pitching them in a publication they have been publishing since 1895.

P&G

P&G

Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.

Whole Foods

Whole Foods

Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Faculty

Mohanbir Sawhney
Mohanbir Sawhney

McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & Innovation

Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications.

Kellogg Executive Education Lecturers

Dr. Sharmin Attaran

Dr. Sharmin Attaran is an Associate Professor of Marketing at Bryant University. She obtained her PhD in Marketing and Entrepreneurship from the University of Illinois at Chicago, MBA from California State University Bakersfield, and BA in Economics from UCLA.

Matt Cardoni

Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads & Analytics and has worked with a variety of industries including retail, health care, travel, ecommerce, nonprofit & finance.

Kim Rust

Kim Rust is a mobile strategy consultant and professor with expertise in growing businesses with mobile apps. With equal parts software product and marketing experience, Kim delivers in-store, online, and mobile customer experiences that drive revenue and enhance loyalty across the industries of retail, media, real estate, social networking, and financial services.

Dan Weingrod

Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations and teams learn and organize.

Learning Experience

CERTIFICATE

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. Participants will be assessed across nine content areas to obtain the certificate of completion.

Certificate Click to view certificate

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.