Marketing

In a world where more and more activities are centered online, digital marketing is one of the most effective ways to build customer relationships and promote your organization’s products or services. But it can also be a struggle to make sense of the sea of acronyms, technologies and platforms.

This digital marketing certificate program begins with an overview of the digital marketing landscape, preparing you to implement a series of proven frameworks within your organization. The program then takes a detailed look at opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies. You will be guided, step by step, in assessing customer needs and marketing objectives and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your organizational priorities and resources.

COURSES:

• Understanding the Digital Marketing Landscape and the Customer Funnel
• Assessing Opportunities in Paid Digital Media
• Assessing Opportunities in Owned Digital Media
• Implementing an Integrated Digital Marketing Plan
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketing managers
• Product managers
• Entrepreneurs
• Any professional looking to move into digital marketing or improve their ability to converse with marketing team members

LEARN MORE

Marketing is not just advertising; marketing is a form of customer-centric management that generates value for the consumer. To do this successfully in the 21st century, you need to be well-versed in the systematic analysis of data and statistics used for creating, communicating, delivering, and exchanging offerings for customers, clients, partners, and society at large.

In this certificate program, you will build the skills needed to take a product to market, leveraging analytics at each stage to make informed decisions. You will discover how to craft a marketing strategy for both going to market and managing existing customers, as well as the basic quantitative methods that support it, including market segmentation, targeting, positioning, product development and testing, pricing, channels, and promotion. You’ll have the opportunity to complete a go-to-market strategy project in order to formulate and communicate rigorous and practical solutions to marketing problems commonly faced across industries. As a result, you will improve your problem-solving and decision-making abilities as well as your ability to communicate your recommendations and solutions from start to finish.

COURSES:

• Key Performance Indicators for Marketing
• The Customer Journey and Segmentation
• Targeting and Positioning
• Product Design and Testing
• Setting Up Distribution Channels
• Establishing Effective Pricing
• Promotion and Attribution Strategy
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketing managers
• Product managers
• Entrepreneurs and small business owners
• Anyone responsible for bringing a product to market
• Non-marketing professionals and business leaders looking to develop customer strategy

LEARN MORE

As digital transformation and AI reshape every industry and function, marketers everywhere are racing to redefine their marketing approach. Traditional, tried-and-true marketing methods tend to focus on the top of the funnel and measure success by how many new customers are brought in. But successful marketing today is no longer about looking at growth in a vacuum; it is about using data-driven insights across the entire funnel to not only acquire new customers, but to engage them, retain them, and ultimately turn them into brand loyalists.

In this certificate program, you will discover practical ways to drive your entire customer life cycle. You will learn how to develop a growth marketing mindset, using key insights to generate compounding returns over time. You will start by assessing your organization’s current marketing activities and create a plan to optimize them using the key concepts from AI and digital marketing to formulate a digital strategy. You will then develop your own digital marketing plans for both paid and owned media. In the final course, you’ll have the opportunity to create a growth marketing strategy to supercharge the 4Ps of your marketing engine.

Upon completing the program, you will have developed the skills and frameworks needed to think like a growth marketer and create a sustainable marketing strategy that will ultimately generate “sticky” customers for years to come.

COURSES:

• Growth Marketing With AI
• Assessing Opportunities in Paid Digital Media
• Assessing Opportunities in Owned Digital Media
• Marketing Automation and AI
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketing managers
• Marketing automation specialists
• Product managers
• Marketing data analysts
• Brand managers
• Agency account managers
• CMOs
• Entrepreneurs

LEARN MORE

Creating and maintaining a clear, impactful, and authentic social media presence is key to discovering and connecting with potential customers. This begins with understanding when, where, how, and to whom social marketing content should be targeted and continues with brand-driven content that builds customer connection, community, and advocacy.

This certificate program will help you develop a strategic approach to executing today’s most relevant digital marketing tactics using social media platforms. Throughout the program, you will examine social media platform best practices to design a robust social marketing strategy and create brand-centered social content that aligns with your marketing objectives. You will also identify user-generated content opportunities and structure an influencer campaign to motivate and build the brand community. Additionally, you will create a proactive cross-platform social listening and community management system that is consistent with the brand and devise metrics to measure the success of your marketing efforts. By the time you complete this program, you will have developed a fully integrated social campaign that is ready to launch in the market.

COURSES:

• Social Media Strategy
• Social Media Marketing Across the Purchase Funnel
• Creating Effective Content Marketing
• Building the Brand Through Influencer Marketing
• Social Listening and Community Management
• Measuring Social Media Marketing Success
• Marketing Symposium

WHO SHOULD ENROLL:

• Content marketers
• Social media managers
• Marketing channel managers
• Product managers
• Entrepreneurs
• Account executives
• Brand marketers
• Marketing communications specialists
• Copywriters
• Marketing consultants

LEARN MORE

Crafting effective content and copy is an essential skill for anyone looking to spread a message. Whether creating content for a social media brand strategy, writing an executive brief, or developing an email campaign, writing effective copy to deliver the right content, to the right audience, at the right time, is the key to success.

This certificate program provides an opportunity to strengthen your copywriting and content writing skills. You will examine how to write content that attracts attention and engages the reader in a manner that increases the likelihood that your message is received. You will review writing commonalities that transcend content type and delivery methods. You will then explore diverse applications and practice specific writing assignments, whether writing a post for a website or social media, creating a press release or media story, or composing an email summarizing a policy change or new business opportunity. Through each course, you have the opportunity to put each concept into practice for writing types and audiences of your choice. By the end of this program, you will have developed a set of best practices to make you a better writer.

COURSES:

• Writing Concise Copy
• Writing Persuasive Copy
• Writing Web Copy
• Writing Online Media Copy
• Writing Social Media Copy
• Marketing Symposium

WHO SHOULD ENROLL;

• Copywriters and copy editors
• Marketers
• Staff writers
• Communications professionals
• Technical writers
• Web content developers
• Social media and blog content developers

LEARN MORE

Brand management has become one of the most important aspects of business strategy. Brands are often a central organizing principle of successful organizations — guiding decisions and actions. Whether you’re a brand marketer, business leader, or entrepreneur, this certificate program provides an essential framework to build and manage a great brand.

Through the coursework, you will define the foundational building blocks for your brand purpose by understanding the target audience and crafting integrated marketing communications. You’ll identify opportunities and threats that affect your brand’s market position and determine potential strategies to capitalize on opportunities to strengthen your brand’s position. You’ll then create a brand positioning strategy for your market, and identify various vehicles for marketing communications that would effectively reach the brand’s target market. Finally, you will explore brand assessment and management strategies for the allocation of resources to ensure brand performance is optimized and brand objectives are met.

COURSES:

• Brand Purpose
• Brand Strategy
• Brand Positioning
• Brand Planning
• Brand Activation
• Brand Measurement
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketers
• Brand managers
• PR professionals
• Communications professionals
• Business leaders and executives
• Entrepreneurs

LEARN MORE

How your organization represents itself to the outside world can make or break your brand, creating a unique demand for skilled public relations professionals with the ability to develop strategic communications.

Whether you are preparing a speech, speaking to the media, or navigating a crisis, this certificate program will prepare you to deliver effective messages both internally and externally. Through the coursework, you will study a rigorous eight-step process for building a communications plan that you can measure and evaluate against critical business objectives. You’ll also have the opportunity to discover best practices to use when collaborating with PR agencies to maximize communications impact. By the end of the program, you will have mastered the ability to create and implement an effective PR strategy that aligns your efforts with the goals of your organization.

COURSES:

• Communicating with the Media
• Strategic PR Planning
• Hiring and Managing PR Agencies
• Communication Planning for Change
• Crisis Communication Planning
• Marketing Symposium
• Leadership Symposium

WHO SHOULD ENROLL:

• Communications professionals
• Current or aspiring public relations professionals
• Managers
• Executives
• Entrepreneurs

LEARN MORE

Corporate communications professionals play a critical role in how organizations are perceived among both internal and external audiences. Their function encompasses media and public relations, internal employee communications, and crisis communications — which are becoming more essential than ever to manage in today’s age of social media wildfire.

Whether you need to prepare to communicate a significant change initiative within your organization, work through a media crisis, or develop key messages to deliver to company stakeholders, this customizable certificate program will prepare you to build a career in the increasingly important function of corporate communications.

COURSES:

• Communication Planning for Change
• Crisis Communication Planning
• Leadership Symposium
• Elective Courses (2 Courses):
  • Navigating Power Relationships
  • Leading Strategic Change Initiatives
  • Problem-Solving Using Evidence and Critical Thinking
  • Making a Convincing Case for Your Solution
  • Planning and Delivering Effective Presentations
  • Mediation for Managers

WHO SHOULD ENROLL:

• Public Relations Professionals
• Communications Professionals
• Marketers
• Executives
• Mid-Level Managers
• HR Leaders

LEARN MORE

In today’s digital age, customer data is everywhere and growing at a rate faster than ever before. Organizations try to collect as much data as they can about their current and prospective customers, such as purchase history and online and mobile activity, among many other data points.

This certificate program offers a unique approach to marketing analytics, with a primary focus on customer lifetime value, which is one of the most important pillars of customer analytics and management.

Throughout the courses, you will examine how CLV can be used to guide marketing decisions and manage customer acquisition, retention, and development – all of which are critical for the management and allocation of resources in any organization. You will also explore two additional pillars of analytics and management: testing analytics and predictive modeling, both of which can improve the effectiveness of marketing programs and productivity. Finally, you will evaluate the ways organizations can create value for their customers, manage customer-centric change, and drive profitable growth.

Throughout the journey, you will gain the analytical competency required to act on customer information and discover how to leverage that information strategically. More importantly, you will develop confidence working with analytics and managing multiple frameworks, which will put you in a great position to dive deeper into the world of analytics on your own.

COURSES:

• Leveraging Customers for Growth
• A/B Testing and Analytics
• Customer Behavior Segmentation Analysis
• Predicting Customer Response
• Driving Growth Through Customer Centricity

WHO SHOULD ENROLL:

• Marketers
• Marketing and business analysts
• Managers using data insights to make business decisions

LEARN MORE

Most organizations today have a huge opportunity: They possess a lot of data about their businesses. Almost all organizations continuously generate large amounts of information about their customers, such as how they respond to advertising prices and promotional offers, whether they repeatedly purchase the product or service, and whether they are loyal to the brand.

From customer preference measurement and product positioning, to attribution and marketing mix modeling, the courses in this program will help you harness the power of data to optimize marketing spend, improve your bottom line, and make better business decisions. You will begin with the basics of statistical programming by developing skills in R that will guide your data analysis in subsequent courses. You’ll then have the opportunity to examine major marketing functions where data is used to make decisions that enhance revenues and profits. Throughout the program, you will gain access to specific tools and methods that address business problems using data, positioning you for success in this rapidly evolving field.

COURSES:

• Exploring Data Sets With R
• Customer Preference Analysis
• Marketing Mix Modeling
• Digital Advertising Analytics
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketing professionals
• Business analysts
• Managers using data insights to make business decisions

LEARN MORE

Master the art of market research with this online certificate program designed to empower you with the insights and knowledge needed to create winning marketing strategies. By understanding your target audience, identifying opportunities, evaluating the competition, and making data-driven decisions, you will gain the essential skills to drive your organization’s success in today’s competitive marketplace.

This comprehensive certificate program will equip you with the tools, techniques, and methodologies to excel in the field of market research and analysis. Throughout the courses, you will discover how to conduct effective research, segment and target customers, position brands, and communicate brand value. You’ll come away from the program armed with the knowledge and skills to create a lasting impact on your organization’s growth and success.

COURSES:

• Essentials of Marketing Strategy
• Analyzing Segmentation and Targeting
• Using Data for Positioning Brands
• Market Research and Analysis
• Creating and Communicating the Value of Your Brand
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketing professionals and analysts
• Business analysts
• Managers using data insights to make business decisions
• Account executives
• Product managers

LEARN MORE

How can we best guess whether a new product or service will be a hit with customers? Now more than ever, marketing managers need data-driven strategies to predict exactly how consumers will make their buying decisions, and human behavior is at the heart of this puzzle.

In this certificate program, you will assess why many common approaches to gauge purchase decisions are not effective and discover how to implement better strategies. Using many popular products as examples, you will examine how psychology plays a role in how customers behave, applying concepts such as heuristics and biases. You will be introduced to the three key drivers of consumer behavior – attention, emotion, and coherence – and determine how they impact customer behavior. Finally, you will gain applicable consumer behavior insights to help shape your branding and pricing strategies. By understanding why customers act the way they do, you and your teams can inform practices to more accurately and successfully bring your new product or service to market.

COURSES:

• Introduction to Behavioral Science
• Drivers of Consumer Behavior: Attention, Emotion, Coherence
• Using Behavioral Science to Influence Customer Behavior Online
• Behavioral Science for Innovation
• Behavioral Science for Branding
• Behavioral Science for Pricing

WHO SHOULD ENROLL:

• Marketers
• Brand managers
• Product managers
• Engineers and software developers
• Tech leaders
• Project managers
• UX and web design professionals
• Entrepreneurs

LEARN MORE

Product marketing, or the process of bringing a product to market, is an increasingly critical role that sits at the intersection of the marketing and product management functions. For any product, navigating the nuances of effectively positioning within a given market and determining optimal pricing can be a daunting task — one that can make or break a launch. This certificate program gives you the necessary tools and tactics to make strategic decisions that will impact the growth and viability of your product, organization, or venture.

You will begin by examining different strategies for evaluating the market and determining the value drivers of your target customers. You will have the opportunity to develop a plan for delivering added value to different customer segments as well as mitigating potential threats within the market. Next, you will practice assessing the opportunities presented by change and disruption, using tools to assess the challenges of a dynamic market as well as address potential internal obstacles to successful implementation. You will then take an in-depth look at market research. Practicing the evaluation of research methods and reviewing different applications of research within actual business scenarios are the focus of this course. The last course in this series will give you a foundation in pricing strategies that will allow you to maximize profit for your products. By the completion of the program, you’ll be better prepared to position your products for market success.

COURSES:

• Value Creation and Profitability
• Change, Disruption, and Growth
• Market Research and Analysis
• Pricing Strategy
• Leadership Symposium
• Marketing Symposium

WHO SHOULD ENROLL:

• Marketers
• Current and aspiring product managers
• Business executives
• Consultants
• Entrepreneurs

LEARN MORE

As digital transformation reshapes every industry and function, marketers everywhere are racing to implement performance-driven marketing strategies that leverage today’s most powerful digital technologies. Artificial intelligence is expected to have up to a $2.6 trillion business impact in sales and marketing alone. Will traditional, tried-and-true marketing methods be folded into this new era of performance marketing and AI, or will they become a thing of the past? Is your organization keeping up with the latest and greatest technology? Are you missing any potential areas for improvement?

In this certificate program, you will discover practical, innovative ways to apply machine learning and AI to the marketing function in order to enhance the customer journey, achieve data-driven decision making, and ultimately impact the success of your marketing initiatives.

You will start by assessing your organization’s current marketing activities and create a plan to optimize them using the key concepts from AI and digital marketing to formulate a digital strategy. You will then be guided in creating your own digital marketing plans for both paid and owned media. In the final course, you’ll have the opportunity to create a performance marketing plan and identify ways to supercharge it using artificial intelligence and machine learning.

Upon completing the program, you will have developed the skills and frameworks needed to gain an edge in digital marketing with artificial intelligence tools and battle-tested strategies that can stand the test of time in this rapidly changing landscape.

COURSES:

• Digital Transformation in Marketing
• Assessing Opportunities in Paid Digital Media
• Assessing Opportunities in Owned Digital Media
• Marketing Automation and AI
• Marketing Symposium
• AI Symposium

WHO SHOULD ENROLL:

• Marketing managers
• Content marketers
• Marketing automation specialists
• Product managers
• Marketing data analysts
• Brand managers
• CMOs
• Entrepreneurs

LEARN MORE