December 9, 2021
6 weeks, online
4-6 hours/week
Special pricing up to 20% discount is available if you enrol with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
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.
Source: The Financial Times 2020
This program will enable you to:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Recorded Video Lessons
Interactive Learning
Try-It Activities
Workbook Reflections
Peer Discussion Groups
Crowdsourced Activities
Graded Assignments
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:
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. He has published more than 70 academic articles in various outlets on the topics of marketing, statistics, law, computing, and economics. His work has been discussed in White House reports, congressional testimony, European Commission documents, The Economist, The Globe and Mail, the National Post, CBC Radio, National Public Radio, Forbes, Fortune, The Atlantic, The New York Times, The Financial Times, The Wall Street Journal, and elsewhere. Goldfarb holds a doctoral and a master’s degree in Economics from Northwestern University and a bachelor’s degree in Economics from Queen's University.
Upon successful completion of the program, you’ll earn a digital certificate of completion from the Rotman School of Management.
Download BrochureNote: All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Rotman School of Management.
Flexible payment options available.