Digital Marketing: Creating Successful Marketing Strategies

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Course Dates

STARTS ON

December 9, 2021

Course Duration

DURATION

6 weeks, online
4-6 hours/week

Course Duration

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.

#1 in Canada for Open Enrolment

Source: The Financial Times 2020

What you’ll get

This 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

Graded Assignments

Who Should Attend

This strategic program equips senior marketing professionals with knowledge of current and emerging opportunities in digital marketing. It will help you to enhance your marketing approaches by leveraging the power of digital marketing tools. This program is ideal for:

  • 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 program, you’ll earn a digital certificate of completion from the Rotman School of Management.

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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.

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Flexible payment options available. Learn more.