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Digital Marketing Strategy: Data-Driven Strategies for a Modern Marketing Era

Develop a clear digital marketing strategy with actionable, data-driven frameworks your organization can use, while leveraging the power of emerging technologies to create business value.

All Start Dates

  • Time

    8:30 AM – 4:30 PM ET

  • Length

    5 consecutive days

  • Cost

    $6,150
    Programs fill quickly — free cancellation up to 14 days prior

  • Registration Deadline

    August 11, 2024

  • Time

    8:30 AM – 4:30 PM ET

  • Length

    5 consecutive days

  • Cost

    $6,150
    Programs fill quickly — free cancellation up to 14 days prior

  • Registration Deadline

    October 13, 2024

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 — offered in either a 3-day or 5-day format to best suit your needs — 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
  • 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.

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

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.
  • Discuss trending technologies to understand the impact of AI, cookies, data, and privacy on the industry with guest speaker, Brad Herndon, Partner, Marketing Transformation at Price Waterhouse Coopers.
  • 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 Participation from the Harvard Division of Continuing Education.

Curriculum

In this highly interactive program, you will learn how to apply current and emerging digital marketing tactics through a mix of lecture, video, 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

Additional Content Covered in the 5-day Program

If you choose the 5-day course, there will be an additional team project and a presentation where you will present your own digital strategies, offering the opportunity to hear feedback and ideas from classmates who come with a range of local and global marketing expertise. This allows you to benefit from the shared knowledge and experiences of your peers and an ideal opportunity to grow your professional network.

Cost

You can learn Digital Marketing Strategy in our 3-day or 5-day course.

  • Tuition for the 5-day Digital Marketing Strategy course is $6,150.
  • Tuition for the 3-day Digital Marketing Strategy course is $4,100

Both program lengths are taught in-person in our state-of-the-art classroom space in the heart of historic Harvard University. Travel expenses are covered by participants.

August 5-Day 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

October 5-Day 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

  • Nicole Ames

    Nicole Ames

    Nicole Ames built her expertise in Digital Marketing by working with top international brands to lead strategic initiatives and develop high-performing, integrated marketing teams. In addition to her consulting business, she has honed her teaching experience through graduate-level Digital Marketing courses at Harvard Extension School, Emerson College and Boston University’s Questrom School of Business.

Instructor

  • Nicole Ames

    Nicole Ames

    Nicole Ames built her expertise in Digital Marketing by working with top international brands to lead strategic initiatives and develop high-performing, integrated marketing teams. In addition to her consulting business, she has honed her teaching experience through graduate-level Digital Marketing courses at Harvard Extension School, Emerson College and Boston University’s Questrom School of Business.

[The] Digital Marketing class with Nicole Ames … has been one of [those] ‘life-changing moments’ as a marketer. I learned so much from her experience, competence, and passion. After the class, I have been upskilled and delivered several campaigns with the result of double-digit growth.

Cindy D.

Global Marketing Lead, Henkel

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.

Learn More About Our Participants
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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.