EXECUTIVE EDUCATION

POST GRADUATE CERTIFICATE IN

DIGITAL MARKETING
Program Overview
It’s no secret that the shift of consumer attention towards digital platforms
has left many traditional marketers reeling. In 2022, over than 3.5 billion
people globally will spend time on a social network at least once a month,
and nearly 60% of those will reside in Asia-Pacific region (eMarketer). In
$58.63 Billion
Southeast Asia digital
today's times, marketing in a digital world is not just ‘digital marketing’: it’s
advertising market is expected
much more. It’s a discipline powered by data, scaled by automation, and to grow by a revised 2021-2031
optimized by analytics, with the customer always at its center. CAGR of 18.73% and reach
$58.63 billion by 2031.
In this 9 Months online program led by Professor Mohanbir Sawhney – a Source: Research and Markets
globally-recognized scholar, educator, and author – you’ll gain an
end-to-end perspective of the digital marketing landscape, develop
in-demand skills, and advance your proficiency in this rapidly expanding
domain. Stay ahead of the competition, and find your niche with the Post
Graduate Certificate in Digital Marketing from Kellogg Executive
Education.

Advance Your Career in Digital Marketing

Demand for adept marketers who can navigate this industry-wide transformation is strong. What does this
mean for you? It means that it is the perfect time to learn the skills that offer the most commercial impact for
employers, including:

Content Marketing Marketing Experimentation and Analytics

Customer Experience and

Engagement: Conversations, Social Media Marketing
Campaigns, and Conversions

Search Engine Optimization (SEO) and

Marketing Automation
Search Engine Marketing (SEM)

Duration
Program Starts Program Fee
9 Months, Online
June 30, 2022 USD 3500
10-12 Hours/ week

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 1

High-level Program Why This Program?
Takeaways
Gain a start-to-finish perspective of the strategy and Digital advertising is projected to
implementation required to become a professional digital account for around 33 percent of
marketer Southeast Asia's total advertising
expenditures (Statista).
Obtain a hands-on experience of essential digital marketing
skills, including SEO, SEM, social media, email marketing, An immersive 9 Months online
and display ads program that will enable you with a
comprehensive overview of digital
Learn how to optimize your growth marketing and customer marketing and its tools and an
acquisition strategies using metrics such as conversion up-to-date skillset to stay ahead of
optimization, A/B tests, attribution, and experimentation your peers
Develop high-impact advertising strategies on social media
using content that you will plan, create, and promote Live webinars and office hours with
digital marketing experts
Engage with career-focused webinars and assignments
designed to further your professional development in digital
Assistance with your professional
marketing
development in digital marketing

Real-world applications, including a

Who Is This Program For? capstone project

This program is ideal for: Marketing simulations

Senior and mid-career professionals with over ten years of
work experience, eager to learn how to align their Kellogg’s MBA program has
organization's marketing strategy with business goals, consistently been ranked #1 in
leverage marketing opportunities, and drive process Marketing by the U.S. News & World
improvement Report, and you will learn from some
of the same marketing thought
Traditional marketers or corporate communications leaders and industry experts
professionals who want to develop their digital marketing
capabilities or are looking to switch to digital marketing will
also benefit from enrolling in this program

Some of the most popular job titles in this field are:

Marketing Manager Social Media Manager

Product Manager Content Marketing Specialist

Marketing Coordinator Conversion Rate Optimization (CRO)

Specialist
Account Manager

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The Digital Marketing Journey
Modern marketing is a blend of gathering insights and analytics, combining hard skills with the strategic
mindset needed to drive business results. This program will develop capabilities that fall into four broad
categories:

Phase 1: Customer Understanding and

Segmentation

Phase 2: Content, Social Media, and

Search Engines

Phase 3: Digital Channels,

Strategy, and Execution

Phase 4: Marketing
Experimentation
and Optimization

Capstone: Creating Your Portfolio

Build Your Strategies Build Your Future

Create content that converts Complete a capstone project to add to your

portfolio
Optimize your campaigns for maximum
return on investment (ROI) Create an effective resume, cover letter, and
LinkedIn profile
Segment audiences across social platforms
and personalize your messages Build your digital marketing portfolio with the help
from an industry professional
Automate tasks to scale faster and more
efficiently Determine which career path in digital marketing
is most suitable for you
Manage campaigns that offer real-time
feedback through simulations Locate your influencers
Keep your email messages out of spam Build your network
filters and in front of potential customers

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 3

Program Modules

Module 1 Module 2
Introduction to the Digital Marketing Digital Marketing Fundamentals
Landscape Become familiar with fundamental concepts such
Understand how the current digital marketing as customer personas, segmentation, funnels, and
landscape differs from traditional marketing methods value propositions.
and conduct a self-assessment of your skills.
Customer acquisition funnels and the role of
Career opportunities in digital marketing personalization
Role of digital media in modern life and the Retention marketing in a digital space
implications for brands

Module 3 Module 4
A Framework for Marketing in the Understanding Customers and
Digital World Generating Insights
Understand customer expectations in the digital Learn about the nature of customer insights
age, learn how to measure return on engagement through social data and artificial intelligence (AI).
(ROE), and appreciate the vital role played by data Gain valuable expertise in customer experience
and automation. mapping.

Customer expectations in a digital world Customer insights—deductive and inductive

Marketing transformation as a journey Ethnography
Laying out the framework: five marketing Customer experience mapping
transformation lanes (engagement and content, Human factors research
data and analytics, process and execution, Social data mining
organization and people, and platforms and MotiveScapes
automation) The role of AI in customer insights

Module 5 Module 6
Customer Segmentation and Content Marketing
Behavioral Marketing Understand what content marketing is, and the
Study the fundamentals of customer segmentation skills and platforms involved.
and how to select target markets based on The role of customer-based research,
consumer behavior and responses. demographics, and segmentation in content
A priori vs. response-based segmentation marketing
Segmentation process overview (hypothesize, Adjusting strategy based on performance
quantify,and validate/describe) metrics
Behavioral marketing and automated behavioral
marketing

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 Module 7 Module 8
Search Engine Optimization Social Media (Organic)
Learn how search engines work and how to optimize Understand why you need a social strategy.
your content so that it can be found by potential Tactics for different platforms and audiences
customers. Apply social listening to gather insights and
SEO keyword research connect with customers
Content that converts Performance metrics for social marketing
Performance metrics for SEO Content calendars
Backlink strategies

Module 9 Module 10
The Customer Journey and Content Brand Storytelling in a Digital World
Strategy Develop the skills to identify an effective brand
Know how to align your content strategy and story that connects with consumers.
innovations with customer intent. Systematic process for creating a brand’s story
In-depth customer journey mapping Adjust the brand’s story based on customers’
Innovating across the customer experience pain points and passions
Creating a content management process

Module 11 Module 12
Search Engine Marketing Social Media (Paid)
Leverage platforms such as Google Ads to find Place your brand in front of relevant audiences.
customers. Remarketing and lookalike audiences
Keyword research and bidding strategies Performance metrics for social platforms
Creating copy that converts A/B testing methods for social media

Module 13 Module 14
Email Marketing Other Digital Channels
Learn the best practices for email marketing and Explore other methods that will allow you to
how to avoid the dreaded spam filter. expand your reach.
Design for great user experiences Referral marketing
Compliance with spam laws Retargeting and remarketing strategies
Performance metrics for email marketing Display ads and networks

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 Module 15 Module 16
Accelerating Marketing Execution Metrics and Measurement
Learn how to market better, faster, and stronger for Develop the ability to know what works and what
organizations, both big and small. doesn’t in your marketing mix.
Always-on marketing SMART goals in marketing
Moving from conventional to agile marketing Google Analytics
Implementing and scaling agile marketing Best practices for measurement and tools
across platforms

Module 17 Module 18
Conversion Rate Optimization (CRO) Marketing Attribution, Testing, and
Develop a process to optimize your marketing Experimentation
investments across all channels. Identify your customer touchpoints to understand
CRO tests, including A/B, multivariate, and what, where, and why customers purchase.
multi-page Marketing mix modeling
Landing page optimization Cross-channel attribution
Web optimization tools used to analyze Multi-touch attribution
performance and identify issues A/B testing and optimization
Marketing experimentation process

Module 19 Module 20
Marketing Automation and AI in Capstone Project
Marketing Build upon knowledge gained through the earlier
Learn about software applications that can save hands-on exercises and apply it to a final capstone
time and increase productivity while still effectively project that pulls together the wide range of topics
engaging customers and managing relationships. the program covers.
Marketing automation Reflect on your weekly entries in the digital
Artificial intelligence (AI) applications and the initiative journal
customer lifecycle (understand, reach, attract, Present strategies for campaigns and growth
convert, and engage) as your final assignment

Pledge of Support and Disclaimer

Our program support team includes digital marketing mentors and program leaders to help you reach your
goals. Our primary goal is to give you the skills needed to be prepared for a job or advance your career in this
field. We do not, however, guarantee you a job placement. Employment offers will depend on many factors,
including your prior experience, education, and target job market.

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 6

Some of the Tools You’ll Learn to Use:

HubSpot Google Analytics

Email Marketing User-generated Content

Content Creation

Certifications Included in the Program*:

Google Analytics for Beginners and Advanced Google Analytics Certifications

Google Ads Display and Google Ads Search Certifications

Hubspot Content Marketing and Social Media Certifications

Semrush SEO Toolkit

*All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.

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Industry Examples
Featured Case Studies and Examples

Google
Analyze the structure of brand storytelling through the lens of Google India's, ‘Reunion’,
commercial, a spot that has had over 15 million views to date.

P&G
Learn how P&G has addressed the three most-articulated pain points in dentistry by
creating a website that offers continuing education, the latest dental research, and tools
for practice management, instead of sending sales people to dentists' offices.

AT&T
Using the Customer Journey Map, learn how AT&T has addressed customers’
apprehension about technology overload when entering stores, turning it into a positive,
personalized in-store experience.

Dollar Shave Club

Who would have thought subscription razor blades could be so popular? Using successful
digital marketing strategies, Dollar Shave Club has personalized a formerly generic
product. Learn how they achieved this.

Dove
Topics such as customer segmentation and telling great brand stories come to life in the
'Real Beauty' campaign by Dove, the beauty care line that aims to go deeper than just
soap.

John Deere
Take a look at how John Deere educates customers instead of pitching to them in a
publication that it has published since 1895.

Whole Foods
Learn how Whole Foods leverages artificial intelligence (AI) to obtain customer insights
and a deeper understanding of product choice.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 8
 PROGRAM FACULTY
Mohanbir Sawhney
Associate Dean for Digital Innovation;
McCormick Foundation Chair of Technology;
Clinical Professor of Marketing;
Director of the Center for Research in Technology and Innovation

Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation,
modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of
influential articles in leading academic journals and managerial publications. His most recent book, The Sentient
Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall
Street Journal bestseller list.

Professor Sawhney’s research has been published in leading journals such as California Management Review,
Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan
Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to
publications such as Fortune, Forbes, and Financial Times.

Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco
Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell,
Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft,
Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.

Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an
MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from
the Indian Institute of Technology, New Delhi.

“Many of the tools you will learn about in this program are cutting-edge and unique to the program. This
program combines the academic rigor you expect from a world-class business school with real-life case
studies and best practices — a combination that we believe cannot be matched by other programs. ”
- Mohanbir Sawhney

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Instructors

Dr. Sharmin Attaran

Dr. Sharmin Attaran is a professor, consultant, and speaker specializing in digital marketing. She has helped
numerous brands develop, implement, and refine their digital marketing strategies. She designs and teaches both
online and offline programs related to digital marketing, frequently holding workshops and providing training for
small- and medium-sized enterprises and non-profits to aid them in their digital marketing strategy development.
Dr. Attaran is also a professor at Bryant University, where she provides experiential learning opportunities to her
marketing students using client-based projects.

Matt Cardoni
Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads and Analytics and has
worked with a variety of industries, including retail, healthcare, travel, ecommerce, nonprofit, and finance. His
clients include Patagonia, Rush Medical, Orbitz, and Greenheart Shop. Matt specializes in creating and
implementing online marketing strategies, leading and collaborating with teams, delivering measurable results,
and developing meaningful client relationships. His specific focus is Search Engine Marketing (SEM), including
Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing (SMM), and web analytics. He is
a lecturer at the University of Iowa, where he teaches digital marketing to MBA students.

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 10

Kim Rust
Kim Rust is a mobile strategy consultant and professor with expertise in growing businesses with mobile apps.
With equal parts software product and marketing experience, Kim delivers in-store, online, and mobile customer
experiences that drive revenue and enhance loyalty across the retail, media, real estate, social
networking, and financial services industries. She is adept at roles that require the coordination of multiple teams;
her extensive retail experience includes a role as a buyer for a nationwide retailer and as the organizer of a
launch for over 30 mobile technology products. Kim is highly regarded for the following skills: mobile
implementations, digital and mobile education, product strategy, digital marketing strategy, and analytics.

Dan Weingrod
Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations
and teams learn and become organized. He has facilitated multiple design sprints, both in-person and remotely,
that have helped teams to identify problems, creatively define solutions, and build a culture of continuous
learning using Agile, LeanUX, and design thinking. He has led web departments, developed digital and social
strategies for numerous brands, and helped educate marketing and entrepreneurship students from around the
world about succeeding in today's rapidly changing digital environment.

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What our past participants say

This is an all-intensive digital marketing certification course where you will

develop a skillset in SEO, PPC, Social Media, Content marketing, CRM, and
more. This program was also helpful in finding job opportunities, and learning
about the digital space.
- Andrew Woller, Member Success Lead, Wework

The best part about this program were the instructors and the group of friends
and connections I made throughout this program. I was able to land a fantastic
job while doing this program. Thank you!

- Pilar Maturana, Digital Marketing Producer, Crescendo Collective

Certificate
Upon successful completion of the program, Kellogg Executive Education will grant a verified digital certificate of
completion to participants. Participants will be assessed across nine content areas to obtain the certificate of
completion.

CERTIFICATE AWARDED TO

P L E
M
First Last

X A
FOR COMPLETION OF

E
POST GRADUATE CERTIFICATE IN DIGITAL MARKETING
Date

FRANCESCA CORNELLI THOMAS O’TOOLE

Dean, Kellogg School of Management Associate Dean of Executive Education
Donald P. Jacobs Professor of Finance Clinical Professor of Marketing

EXECUTIVE EDUCATION

Note:
- After successful completion of the program, your verified digital certificate will be emailed to you in the name you used
when registering for the program.
- All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive
Education.
- This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 12

Program Details

9 Months, Online
USD 3500
10-12 Hours/ week

Program starts
30 June 2022

About Kellogg Executive Education

Kellogg Executive Education empowers business leaders to foster growth in themselves, their teams,
and their organizations. Our renowned faculty, consisting of the world’s best researchers, educators, and
practitioners, provide practical insight that participants can apply as soon as they return to work.
Providing a collaborative, immersive environment for our executive development programs, we serve a
variety of businesses and executives from a myriad of industries and geographies.

About Emeritus
Kellogg Executive Education is collaborating with online education provider Emeritus to offer a portfolio
of high-impact online programs. By working with Emeritus, we are able to broaden access beyond our
on-campus offerings in a collaborative and engaging format that stays true to the quality of Kellogg.
Emeritus’ approach to learning is based on a cohort-based design to maximize peer-to-peer sharing
and includes live teaching with world-class faculty and hands-on project-based learning. In the last
year, more than 250,000 students from over 80 countries have benefitted professionally from Emeritus’
courses.
The Learning Experience

Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to easily
navigate the program content in order to achieve their learning objectives.

Keeping It Real
Our pedagogical approach is designed to bring
concepts to life. It includes:
• Byte-sized learning techniques
• Individualized assessments
• Real-world applications
• Peer-supported discussions
• Live and interactive teaching.

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Keeping It Convenient
Access to program content is flexible and available through
multiple devices, allowing working professionals to easily
manage their schedules and learn remotely—anytime,
anywhere. Participants enrolled in the program will obtain
module-by-module access to learning materials, with new
content released on a weekly basis. Program modules
incorporate a variety of teaching instruments, including:

• Video lectures
• Discussions
• Class materials (articles and case studies.)

Our industry-leading learning platform allows participants to create a profile, connect and collaborate with their
peers, and interact with subject-matter experts. Assignments are often linked to participants' real-world
situations, allowing concepts to be applied in practice.

Keeping It Interesting
Our globally connected learning platform enables participants to seamlessly interact with their peers when
completing group assignments. In this way, they stay on track to achieve program completion, having culturally
enriching encounters along the way.

Program Requirements
To access our programs, participants will need the following:

• A valid email address • Microsoft Office and a PDF viewer to access

• Computing device connected to the internet: content such as documents, spreadsheets, pres-
PC/laptop, tablet, or smartphone entations, PDF files, and transcripts.
• The latest version of their preferred browser to
access our learning platform

Other Requirements
This program requires participants to successfully complete several certifications with external providers in
order to obtain their Professional Certificate from Kellogg Executive Education. These certifications will
increase successful participants' personal marketability, making them more attractive to potential employers.
Our program advisors are available to respond to any questions about these requirements.

POST GRADUATE CERTIFICATE IN DIGITAL MARKETING // 16

Easily schedule a call with a program advisor to
learn more.

SCHEDULE A CALL

You can apply for the program here

APPLY

CONNECT WITH A PROGRAM ADVISOR

WhatsApp an Advisor on +65 8014 3066*

*This number does not accept any calls. Please message your queries.

Email: [email protected]
Phone: +1 315-538-6867

In collaboration with