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

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.

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.
• 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.

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

Cost

Digital Marketing Strategy is offered as a five-day on-campus program in our state-of-the-art classroom space in the heart of historic Harvard University. Program tuition for on-campus is $6,150 plus the cost of travel.