DIGITAL

MARKETING:
A STRATEGIC
PERSPECTIVE
LEARN TO USE KEY DIGITAL MARKETING TOOLS
AND INSIGHTS TO BETTER INFORM YOUR STRATEGIC
BUSINESS DECISIONS AND MAXIMIZE YOUR
BUSINESS VALUE.

Leaders are Learners. Learners come to Yale.

ABOUT
THIS PROGRAM
Marketing in the modern business environment
is increasingly driven by digital innovation and
strategy; it is this dynamic approach that is shifting
the marketing function within organizations. The
sustained rise of digital – and the interactivity it
allows between consumers and brands – means it
has become essential for businesses to find new
ways to engage and interact with their consumers,
and for business leaders and professionals to upskill
and drive digital transformation. However, research
has shown that organizations are not learning fast
enough. General Assembly published a study in
2018 covering a sample size of 10,000 marketing
professionals, the results of the digital marketing $2,800
skills assessment showed that digital-native
marketers outscored traditional corporate marketers
by as much as 73%.1
APRIL 8 weeks
While the digital marketing skills gap is evident, excluding orientation
forward-thinking organizations have already begun
leveraging key technologies and strategies to drive
innovation and transformation. The eight-week 6–8 hours/week
digital marketing program provides insight into a of self-paced learning,
number of key digital marketing tools, opportunities, entirely online*
and approaches to transformation. You’ll discover
how to capitalize on the value that you create for * Each module is released weekly,
consumers as you explore the customer journey, and allowing a flexible but structured

understand how to create value for your organization approach to learning. You’ll be
supported as you engage in individual
when data-driven marketing insights are integrated
activities and group discussions,
into the broader strategic considerations of your
ensuring you feel confident to submit
business.
your best work at each weekly deadline.
General Assembly (2018).
1
WHAT THE
PROGRAM
COVERS
Over the course of eight weeks, you’ll learn
from renowned Yale School of Management
faculty and benefit from their interdisciplinary
approach to research and teaching. The Digital
Marketing: A Strategic Perspective program will
provide you with the opportunity to explore how
you could use experimentation and analytics
as catalysts for innovation in your organization.
You’ll discover how experimentation can be
utilized to inform data-driven insights, which Learn more about Yale SOM
are essential for transcending silos and driving Executive Education and find
transformation across an organization. With out more about the
a practical focus, you’ll learn how to capture
YALE SCHOOL OF
business value by exploring the customer
journey, as you assess the value of digital
MANAGEMENT
marketing tools such as social media and
mobile technologies. Tell me more
THIS PROGRAM
IS FOR YOU IF:
You’re interested in discovering how You’re wanting to enhance and
to generate and extract value for your formalize your digital marketing
consumer and organization using social skills with a certificate of participation
media, SEO, paid media, and mobile from the Yale School of Management
technologies. Executive Education – one of the
world’s leading business schools.2
You’d like to learn how to gather and use
data already available in an organization,
together with experimentation, to gain
strategically valuable business insights.

WHO SHOULD TAKE THIS PROGRAM?

The program explores the connection between different functions within an organization, and empowers
both junior and mid-career marketers, as well as non-marketing professionals, to improve their digital
marketing skills so that they may enhance business performance and transcend silos within their
organization. This program is essential for business leaders and entrepreneurs who want to gain
a better understanding of their customer and how to use digital marketing channels to create value
in the consumer journey, as well as how digital marketing can inform their strategic business decisions.

2
QS Top Universities (2019).
WHAT YOU
WILL LEARN
This online program integrates rich, interactive media such
as videos, and infographics as well as traditional didactic
components such as written study guides (program notes).
There are also opportunities for collaborative learning
through discussion forums. The following modules
contribute to the holistic approach your learning path takes:

ORIENTATION MODULE
WELCOME TO YOUR ONLINE CAMPUS
– ONE WEEK

MODULE 1
FRAMEWORKS FOR GENERATING
CUSTOMER VALUE
Discover opportunities to create and capture value
by exploring the customer’s experience.

MODULE 2
PAID MEDIA: ADVERTISING THAT REACHES
CUSTOMERS
Select effective paid media strategies for specific
points in the customer journey.

MODULE 3
OWNED MEDIA: IMPACTFUL CONTENT
MARKETING
Determine how to guide consumers through
the customer journey using content marketing.

MODULE 4
SOCIAL MEDIA: LISTENING, PROMOTION,
AND ENGAGEMENT
Appreciating how social media is changing
the content dissemination dynamic through
customer control.
 MODULE 5
EXPANDING VALUE USING MOBILE
AND EMERGING TECHNOLOGIES
Explore the digital marketing potential
of mobile and emerging technologies.

MODULE 6
USING ANALYTICS TO INNOVATE
Use data already available in an organization
together with experimentation to gain
strategically valuable insights.

MODULE 7
ORGANIZATIONAL CONSIDERATIONS
FOR DIGITAL TRANSFORMATION
Prepare an organization for digital
transformation.

MODULE 8
DIGITAL MARKETING, REGULATION,
AND THE FUTURE
Use customer data ethically and legally,
and predict the future of digital marketing.

“The ability to create and communicate value

to customers is crucial for any business. This
program empowers professionals in marketing
to tailor evidence-based marketing strategies,
and to effect digital transformation across
an organization, within the context of broader
strategic considerations.”
PROFESSOR JIWOONG SHIN
Professor of Marketing, Yale School of Management
WHO YOU’LL
LEARN FROM
YOUR PROGRAM CO-CONVENERS
These subject matter experts from the Yale School of Management guide the program design and appear
in a number of program videos, along with a variety of industry professionals.
PROFESSOR K SUDHIR
James L Frank Professor of Private
Enterprise and Director of the Yale
China India Insights Program, Yale
School of Management
Professor Sudhir holds a PhD 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 had been an Associate Editor at all of
the field’s quantitative marketing journals.
PROFESSOR
JIWOONG SHIN
Professor of Marketing, Yale
School of Management
Professor Shin has been at the Yale School
of Management since 2004. He holds a PhD
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.
YOUR GUEST EXPERTS

KIRSTEN LYNCH
EVP and Chief Marketing

76%
Officer at Vail Resorts

JON IWATA
Former Vice President
and Chief Brand Officer at IBM
ARUN SINHA
Global Chief Marketing
Officer at MSCI Inc.
of consumers expect
companies to understand
their needs and
expectations, making
knowledge of consumer
patterns and insights
imperative to business
success.*

*Salesforce (Nd). Accessed 4 Mar, 2018.

EARN A CERTIFICATE
OF PARTICIPATION
Get recognized for your knowledge when you earn an official certificate of participation from the Yale
School of Management Executive Education – and use it to set yourself apart as an innovative business
leader capable of creating and capitalizing on value throughout the consumer journey.

Assessment is continuous and based on a series of practical assignments completed online. In order to be
issued with a Yale School of Management Executive Education certificate of participation you will need to
meet the requirements outlined in the program handbook. The handbook will be made available to you as
soon as you begin the program.

Your certificate of participation will be issued in your legal name and couriered to you at no additional cost.
All certificate images are for illustrative purposes only and may be subject to change at the discretion
of the school.
YOUR
SUCCESS TEAM
GetSmarter, with whom the Yale School of Management
Executive Education is collaborating to deliver this online
program, provide a personalized approach to online education
which ensures you’re supported throughout your learning
journey.
SUCCESS MANAGER
Your one-on-one support available during
University hours (9am – 5pm EST) to resolve
technical and administrative challenges.
TUTOR TEAM
Subject experts who’ll guide you through
content-related challenges.
GLOBAL SUCCESS TEAM
Available 24/7 to solve your tech-related
and administrative queries and concerns.
HOW
YOU’LL
LEARN
Every program is broken down
into manageable, weekly modules,
designed to accelerate your
learning process through diverse
learning activities:
• Work through your downloadable
and online instructional material
• Interact with your peers and
learning facilitators through
weekly class-wide forums and
reviewed small group discussions
• Enjoy a wide range of interactive
content, including video lectures,
infographics, and more
• Apply what you learn each week
to quizzes and ongoing activity
submissions, culminating in a final
summative assignment
A POWERFUL
COLLABORATION
The Yale School of Management Executive Education is collaborating with online education
provider GetSmarter to create a new class of learning experience — one that is higher-touch,
intimate, and personalized for the working professional.

WHAT IS YALE SCHOOL OF MANAGEMENT EARN A CERTIFICATE OF PARTICIPATION

The mission of the Yale School of Management
is to educate leaders for business and society.
The school’s students, faculty, and alumni
are committed to understanding the complex
forces transforming global markets and using
that understanding to build organizations – in
the for-profit, non-profit, entrepreneurial, and
government sectors – that contribute lasting
value to society.
The School’s integrated curriculum, close ties
to Yale University, and active connection to the
Global Network for Advanced Management
ensure that students both acquire crucial
technical skills and develop a genuine
understanding of an increasingly complex
global context.
WHAT IS GETSMARTER?
GetSmarter, a brand of 2U, Inc., is a digital
education company that partners with the
world’s leading universities to select, design
and deliver premium online short programs
with a data-driven focus on learning gain.
Get recognized for your knowledge when you
earn an official certificate of participation from
the Yale School of Management Executive
Education – and use it to set yourself apart as an
innovative business leader capable of creating and
capitalizing on value throughout the consumer
journey. Assessment is continuous and based
on a series of practical assignments completed
online. In order to be issued with a Yale School
of Management Executive Education certificate
of participation you will need to meet the
requirements outlined in the program handbook.
The handbook will be made available to you as
soon as you begin the program.our certificate
of participation will be issued in your legal name
and couriered to you at no additional cost. All
certificate images are for illustrative purposes only
and may be subject to change at the discretion of
the school.

Technology meets academic rigor in our 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.
TECHNICAL
REQUIREMENTS
BASIC REQUIREMENTS
In order to complete a program, you’ll need a current email
account and access to a computer and the internet, as
well as a PDF Reader. You may need to view Microsoft
PowerPoint presentations, and read and create documents
in Microsoft Word or Excel.Installing Adobe Flash Player
will give you full access to certain program content, such as
interactive infographics. However, you’ll still have access
to this content in the form of a downloadable PDF transcript
if you’d prefer not to use Flash.

BROWSER REQUIREMENTS
We recommend that you use Google Chrome as your
internet browser when accessing the Online Campus.
Although this is not a requirement, we have found that
this browser performs best for ease of access to program
material. This browser can be downloaded here.

ADDITIONAL REQUIREMENTS
Certain programs may require additional software
and resources. These additional software and resource
requirements will be communicated to you upon
registration and/or at the beginning of the program.
Please note that Google, Vimeo, and YouTube may be
used in our program delivery, and if these services
are blocked in your jurisdiction, you may have difficulty
in accessing program content. Please check with a
Program Consultant before registering for this program
if you have any concerns about this affecting your
experience with the Online Campus.
DIGITAL
MARKETING:
A STRATEGIC
PERSPECTIVE
CREATE VALUE FOR CONSUMERS
AND YOUR ORGANIZATION.

Register now

CONTACT US
+1 203 439 4771
yale.som.execed@getsmarter.com