Digital Marketing Strategy Overview
As technologies continue to evolve and disrupt the way consumers engage with brands, marketers must implement strategies to stay relevant, responsive, and drive growth. This digital marketing strategy course can help you do just that.
Strong digital marketing strategy relies on a complex set of skills — covered in this program — such as:
- Understanding your customer’s changing preferences and journeys
- Developing data-driven and measurable plans that meet your organization’s business objectives
- Evaluating and working with tools and partners, including AI-powered solutions
- Establishing the business case to gain support from the C-suite
You will leave this program equipped with a plan and feel prepared to initiate new digital strategies for your organization.
Benefits of this Digital Marketing Strategy Course
Taking this digital marketing strategy course will help you develop the skills to create an actionable digital marketing strategy that incorporates social media, SEO, digital paid advertising, and measurement to align with your business goals.
Throughout the program, you’ll examine how companies use data, analytics, and activation tactics to acquire and retain customers, while learning how to incorporate those tactics creatively in your own organization.
Additional program benefits:
- Develop an approach to digital marketing that aligns departments around common goals based on customer’s needs.
- Understand how to evaluate and manage various types of vendors, from influencers to SEO and agency partners.
- Expand your definition of ROI to better understand relevant metrics and a measurement framework that can drive meaningful results. Assess the capabilities of your internal teams to determine appetite and readiness for digital transformation.
- Explore the profound impacts of AI, cookies, data, and privacy on the industry and learn how to leverage these advancements for strategic advantage with insights from guest speaker Brad Herndon, Partner, Marketing Transformation at Price Waterhouse Coopers.
- Complete a team project where you will create your own digital strategies, offering the opportunity to hear feedback and ideas from your peers.
- Share ideas and challenges with a dynamic group of global digital marketers and develop meaningful professional connections.
Upon completion of the program, you will earn a Certificate of Completion from the Harvard Division of Continuing Education.
Who Should Take this Digital Marketing Strategy Course?
This digital marketing strategy course is ideal for those looking to understand the big picture of the digital landscape and use that understanding to develop effective digital marketing strategies that create measurable change.
The program is especially appropriate for:
- Marketing leaders who want an unbiased and modern perspective of digital marketing
- Digital marketers who want to move into a more strategic role
- Executive-level leaders seeking clarity about the opportunities in this space so they can better lead, manage, and develop their current teams
Curriculum
In this highly interactive program, you will learn how to apply current and emerging digital marketing tactics through a mix of lectures, videos, case studies, articles, and interactive group activities.
You will cover topics such as:
- Changes in consumer behavior and expectations resulting from rapid advancements in marketing and advertising technology
- How to create focused customer journeys that can drive engagement and conversion
- Omni-channel vs. multi-channel marketing and analytics techniques for improved media efficiency via performance marketing
- Media Mix Modeling and Customer Data Platforms
- KPI frameworks for improved customer insights and personalization
- The power of online communities benefiting both businesses and customers
- Mitigating and avoiding brand crises in a complex open-source digital world
Considering this program?
October Schedule
Day 1
- The Digital Landscape
- Digital Marketing Overview
- Review of Tools and Platforms
- Use Cases of Social Media, Digital Advertising, and Digital Foundations
Day 2
- Content Marketing & Digital
- Always On Content
- Non-Linear Customer Journeys
- Personas, Journeys & Digital Planning Process
Day 3
- The Impact of Data on Digital Marketing
- Strategy & Metrics Without Cookies
- Data Marketing, KPIs & the Digital Fly-Wheel
- CDPs, AI & Emerging Technology
Day 4
- Influencer Marketing Use Cases
- Digital Communities and Data Exchanges for Personalization
- Team Time & Break Out Sessions
Day 5
- Crisis Communications and Digital Media
- Team Presentations
- Value Case & Needs Assessments, Planning for Digital Transformation
- Recap & Course Outcomes
Instructor
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![Nicole Ames]()
Nicole Ames
Nicole Ames built her expertise in Digital Marketing by working with top international brands including 3M, White Claw, and Sallie Mae, leading strategic initiatives and developing high-performing, integrated marketing teams. In addition to her consulting business, she has honed her teaching experience through graduate-level Digital Marketing courses at Emerson College, Boston University’s Questrom School of Business, and Harvard Extension School.
The thing I find myself thinking about most is the case study we did of Maersk, a big shipping company. That case study really demonstrated to me the importance of voice, and how that one voice can make a huge difference.
Director of Visual Strategy for Boston Globe Opinion
Expand Your Network
With participants from more than 100 different countries and a variety of industries, Harvard Professional & Executive Development programs provide you the opportunity to gain fresh perspectives and unique insights as you learn alongside peers with similar roles who face like business challenges.
FAQs
Why is it essential for organizations to establish digital marketing strategies?
Establishing digital marketing strategies allows an organization to reach a wider audience, build its brand and reputation, and compete more efficiently in the digital landscape. Such a strategy is essential in leveraging the power of the internet and technology to effectively reach, engage, convert, and retain your target audience/customers.
The skills you will learn in this Digital Marketing Strategy course will give you the tools to develop a digital marketing strategy to help you succeed long-term in reaching your marketing goals.
How will this digital marketing strategy program help me advance in my career?
Developments in technology, rising costs, and increased competition continue to drive the evolution of digital marketing. Whether you need to ensure the strategies you set remain effective during times of digital transformation or you’re looking for ways to deliver more cost-effective results or outperform your competition, the skills you will learn in this digital marketing strategy course will help you deliver results and make you a competitive candidate as the landscape demands new skills from business leaders.
What skills or experience is needed before enrolling in this digital marketing strategy course?
You should be familiar with various digital and social media platforms. You should also understand how business drivers apply to these digital marketing initiatives before taking this course.
