Digital Marketing: Creating Successful Marketing Strategies

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Course Dates

STARTS ON

October 6, 2022

Course Duration

DURATION

6 weeks, online
4-6 hours/week

Course Fee

PROGRAM FEE

C$2,600 C$2,210 or get C$260 off with a referral

Course Information Flexible payment available
Course Information Special group enrolment pricing

Application Details

program fee

C$2,600 C$2,210

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The Ontario Student Assistance Program is offering financial assistance to Ontario residents.
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Leverage the Power of Digital Technologies to Transform Your Marketing Efforts

Digital marketing has enabled marketers to optimize their spending in ways that were inconceivable with traditional approaches. Marketers are now able to increase the reach and precision of promotions with location-based and behaviour-based targeting. They can measure the actual impact of their marketing efforts through a range of techniques, including ghost ads. They can also enhance customer engagement through social media and leverage it to boost their brand reputation.

The Digital Marketing: Creating Successful Marketing Strategies program from the Rotman School of Management is designed to equip professionals with the concepts, skills, tools, and techniques needed to launch or enhance digitized marketing initiatives. It will enable them to achieve optimized performance and improved ROI in marketing for their organizations.

University of Toronto is #1 in Canada according to QS World University Rankings by Subject | 2022

SOURCE: THE QS WORLD UNIVERSITY

What you’ll get

This six-week virtual e-learning program will enable you to:

  • Discuss the impact of digitization on traditional marketing methods and explore future technologies that are poised to transform the marketing landscape.
  • Learn to leverage digital advertising and social media to better communicate with your customers, clients and stakeholders.
  • Identify how the growing use of social and mobile media and other related trends impact organizational strategies.
  • Analyze digital marketing techniques that can help organizations achieve their goals.
  • Determine appropriate strategies to embrace emerging digital marketing tools.

Program Curriculum

Module 0:

Orientation

Get an overview of the program content and the learning platform. Meet your fellow learners through an interactive forum and prepare for the program ahead.

Module 1:

Introduction to Digitization and Marketing

Gain an understanding of marketing fundamentals and understand the impact of digitization on traditional marketing, including cost reductions from search to verification. Learn about environmental analyses, market segmentation and the 4Ps.

Module 2:

Opportunities through Digital Marketing

Understand the workings of digital channels and their impact on human behaviour. Discover the capabilities of mobile media, including geo-targeting, and explore pricing innovations, such as price bundling and dispersion.

Module 3:

The Digital Advertising Ecosystem

Identify key players in the digital advertising ecosystem, including demand-side and supply-side platforms, publishers, agencies, and data suppliers. Examine digital advertising pricing metrics, ad auctions, and the mechanics of search-related advertising.

Module 4:

Measurement, Analytics and Artificial Intelligence

Explore market sizing and market assessment techniques, and learn to measure the effectiveness of ad campaigns using experimentation and ghost ads. Describe the rise of AI and ML in marketing and their impact on the sector.

Module 5:

Digital Platforms

Examine effective strategies to leverage various digital platforms and their impact on broader market dynamics. Understand the role of verification and online review systems, and how brand reputation can be managed through social media.

Module 6:

Key Considerations

Evaluate the role of emerging technologies, such as augmented reality and quantum computing, and their impact on marketing. Recognize the core principles of digital technologies and how digital marketing impacts products and prices.

Module 0:

Orientation

Get an overview of the program content and the learning platform. Meet your fellow learners through an interactive forum and prepare for the program ahead.

Module 4:

Measurement, Analytics and Artificial Intelligence

Explore market sizing and market assessment techniques, and learn to measure the effectiveness of ad campaigns using experimentation and ghost ads. Describe the rise of AI and ML in marketing and their impact on the sector.

Module 1:

Introduction to Digitization and Marketing

Gain an understanding of marketing fundamentals and understand the impact of digitization on traditional marketing, including cost reductions from search to verification. Learn about environmental analyses, market segmentation and the 4Ps.

Module 5:

Digital Platforms

Examine effective strategies to leverage various digital platforms and their impact on broader market dynamics. Understand the role of verification and online review systems, and how brand reputation can be managed through social media.

Module 2:

Opportunities through Digital Marketing

Understand the workings of digital channels and their impact on human behaviour. Discover the capabilities of mobile media, including geo-targeting, and explore pricing innovations, such as price bundling and dispersion.

Module 6:

Key Considerations

Evaluate the role of emerging technologies, such as augmented reality and quantum computing, and their impact on marketing. Recognize the core principles of digital technologies and how digital marketing impacts products and prices.

Module 3:

The Digital Advertising Ecosystem

Identify key players in the digital advertising ecosystem, including demand-side and supply-side platforms, publishers, agencies, and data suppliers. Examine digital advertising pricing metrics, ad auctions, and the mechanics of search-related advertising.

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Program Experience

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Recorded Video Lessons

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Interactive Learning

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Try-It Activities

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Workbook Reflections

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Peer Discussion Groups

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Crowdsourced Activities

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Assignments

Who Should Attend

This strategic virtual e-learning program equips senior marketing professionals with knowledge of current and emerging opportunities in digital marketing.

  • Traditional Marketers looking to stay relevant in these changing times, introduce digital marketing initiatives in their organizations, and have meaningful conversations while planning or reviewing campaigns with digital marketing teams and agencies.
  • Marketing Consultants wanting to offer better solutions to their clients, introduce digital marketing initiatives in client organizations, and develop a strategic approach to marketing.

Faculty

Profile picture of Programme faculty Member Avi Goldfarb

Avi Goldfarb

Rotman Chair in Artificial Intelligence and Healthcare, Professor of Marketing, Chief Data Scientist at the Creative Destruction Lab, Senior Editor at Marketing Science, Research Associate at the National Bureau of Economic Research

As Rotman Chair in Artificial Intelligence and Healthcare, and Professor of Marketing at the Rotman School of Management in University of Toronto, Avi Goldfarb focuses on the opportunities and challenges of the digital economy. Along with Ajay Agrawal and Joshua Gans, Goldfarb authored The Globe and Mail bestselling book Prediction Machines: The Simple Economics of Artificial Intelligence. More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the virtual e-learning program, you’ll earn a digital certificate of completion from the Rotman School of Management. This virtual e-learning program counts toward a Rotman Excellence in Executive Leadership Certificate.

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Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Rotman School of Management.

The Ontario Student Assistance Program is offering financial assistance to Ontario residents

The Ontario Student Assistance Program has recently begun to offer funding for micro-credentials, including Rotman Executive Programs. This new resource is part of Ontario’s micro-credentials strategy, helping learners access more opportunities to train or upskill for in-demand jobs through loans and grants. This funding is available for Ontario residents only with additional requirements. Click here to know more

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enrol. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.



    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.

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