Digital Marketing Strategy is a 7-week, 35-40 hour online certificate program from Harvard Business School. Digital Marketing Strategy equips professionals with the tools, mindset, and trends to make decisions about digital marketing strategy and tactics, including how to position a product or service for success, acquire and engage customers, and measure both performance of near-term campaigns and longer-term customer value.
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Introduction to Digital Marketing Strategy

## ENROLL NOW

No application needed for our certificate programs. Start your journey today!

# Digital Marketing Strategy

$1,850

Next 7-week session starts October 30th

Develop digital marketing strategies that reach and retain customers.

7

weeks

6-7

hours per week

6

modules

Self-Paced

with regular deadlines

 This course earns you a Certificate of Completion from HBS Online. What you earn.

## Key Concepts

Understand how marketing has evolved and what’s ahead based on real-world insights
from brands, agencies, expert practitioners, and faculty

Define the right objectives, metrics, target audiences, and value proposition to position
your product or service for success

Discover how to acquire and retain customers through paid, owned, and earned media

Gain frameworks and tools you can apply to your organization’s digital marketing strategy

Develop approaches for attribution, budget allocation, and calculating customer lifetime
value

Explore customer engagement techniques, including personalization, storytelling, and
community building

## Who Will Benefit

### Marketing Professionals

### Non-Marketing Professionals

### Entrepreneurs

Advance beyond tactics and learn digital marketing on a strategic level.

"The course’s content and teaching method through case studies and practical examples was remarkable."



Vishal Vyas

Assistant Vice President at TTK Healthcare Limited

Explore the latest trends impacting your role or organization and develop a foundation
in digital marketing.

"HBS Online courses are excellent for anyone who wishes to learn more about a particular subject area or further develop their career."



Corina Cristea Lavoie

Corporate Services Manager at Debevoise & Plimpton LLP

Design and implement strategies to launch or grow your business in the digital space.

"This was an excellent course with concepts that were immediately applicable to my consulting business."



Kerri Roche

Owner and Strategic Planner, Sift Strategic Planning at Sift Strategic Planning

Master of Business Administration, Memorial University of Newfoundland

## What You Earn

Certificate of Completion



### Certificate of Completion

Boost your resume with a Certificate of Completion from HBS Online

Earn by: completing this course

## Syllabus

6 Modules, 35-40 Hours

6

hrs

Module 1

### Marketing in the Digital Era

Explore digital technologies and innovations introduced by direct-to-consumer (DTC)
companies, their associated marketing risks and challenges, and how to reshape your
marketing practices to compete with emerging brands.

#### Highlights



Nicholas Ling, Pattern Brands CEO



Asmita Dubey, L'Oreal CMO



Changes in Distribution

ShowHide Details

#### Concepts

1. DTC Brands: Fad or Disruption?

2. DTC Brands: Innovations and Challenges, Part I

3. DTC Brands: Innovations and Challenges, Part II

4. Incumbent Responses

#### Featured Exercises

- 

Evaluate innovations and challenges faced by DTC and legacy brands across the value
chain

- 

Assess legacy companies’ responses to DTC brands

6

hrs

Module 2

### Crafting a Digital Marketing Plan

Understand and establish the strategic components of a digital marketing plan, including
relevant key performance indicators (KPIs), defined target audiences, and a compelling
value proposition.

#### Highlights



Ekta Chopra, e.l.f. Beauty CDO



Lou Panaccione, OOFOS CEO and Co-Founder



OOFOS Recovery Footwear

ShowHide Details

#### Concepts

1. Setting Objectives

2. Defining Target Audience

3. Determining Value Proposition

4. Identifying Metrics

#### Featured Exercises

- 

Advise a company on its marketing plan

- 

Determine which marketing funnel stage to prioritize given key business objectives

5

hrs

Module 3

### Acquiring Customers, Part 1: Paid Media

Learn the differences between paid, owned, and earned media and how and when to get
the most out of your brand’s advertising.

#### Highlights



Bianca Reed, Rain: The Growth Agency VP Client Service & Inclusion Marketing



Kate Laliberte, OOFOS Head of Ecommerce



Complexities of the Funnel and Paid Media

ShowHide Details

#### Concepts

1. The Challenges of Reaching and Acquiring Customers Online

2. Search Advertising

3. Display Advertising

4. Utilizing Paid Media Channels

5. Measuring Paid Media

#### Featured Exercises

- 

Quiz yourself on the most important paid media channels and explore their optimal
use

- 

Determine which metrics you should use to measure a campaign’s success and practice
calculating its effectiveness

- 

Balance brand-building and performance marketing

5

hrs

Module 4

### Acquiring Customers, Part II: Owned and Earned Media

Define owned and earned media and how to incorporate both into your marketing plan.
Explore the process of working with influencers and learn to manage and measure their
impact.

#### Highlights



Maggie Malek, MMI Agency CEO



Erica Ligenza, Podcaster / Influencer

ShowHide Details

#### Concepts

1. Owned Media

2. Earned Media

3. Influencer Marketing

#### Featured Exercises

- 

Explore the unique advantages of owned media

- 

Test your knowledge of content strategy fundamentals

- 

Apply methods for effectively utilizing earned media

- 

Draw on your experience to discuss the nature of online relationships between influencers,
consumers, and brands

5

hrs

Module 5

### Engaging Customers

Explain why it’s critical for companies to not only acquire but retain customers,
and different engagement strategies you can implement to reduce churn.

#### Highlights



Julia Bornstein, THE YES CEO



Raja Rajamannar, Mastercard CMO

ShowHide Details

#### Concepts

1. Personalization

2. From Storytelling to Story-Making

3. Connecting Customers and Building Community

#### Featured Exercises

- 

Investigate reasons for customer churn and how companies can improve retention

- 

Unpack strategies for increasing engagement, including personalization, storytelling,
and brand communities

- 

Share your experience with brand engagement

5

hrs

Module 6

### Allocating Budget and Measuring Success

Discover how to measure the success of digital marketing campaigns and what to account
for when creating digital marketing budgets. Explore major trends that could impact
the landscape in the years ahead.

#### Highlights



Ann Lewnes, Adobe CMO



Shantanu Narayen, Adobe CEO and President



Simeen Mohsen, HBS Online Director

ShowHide Details

#### Concepts

1. Budget Allocation

2. Customer Lifetime Value

3. Adobe Simulation

4. The Future of Marketing

#### Featured Exercises

- 

Evaluate a digital marketing budget

- 

Calculate and identify means of maximizing the lifetime value (LTV) of different customer
types

- 

Practice budget allocation across the customer journey

- 

Share your perspective on the future of digital marketing



Free E-Book

## How to Formulate a Successful Business Strategy

This guide will equip you with the tools, frameworks, and knowledge to formulate a
successful business strategy to propel your organization forward.

## Our Difference

Digital Marketing Strategy will equip you with the latest tactics, tools, and trends
to acquire and retain customers, position your brand for success, and develop data-driven
strategies.

Stay active by engaging in a new activity every three to five minutes.

Stay active by engaging in a new activity every three to five minutes.

Description of silent animated video above: Learner completes an interactive question by dragging and dropping choices into two
different categories

Get social by collaborating and networking with a global community of peers before, during,
and after the course. Learners who successfully complete an HBS Online program are
added to the HBS Online Community's Official Networking Group and gain exclusive access
to events and other networking opportunities.

Get social by collaborating and networking with a global community of peers before, during,
and after the course. Learners who successfully complete an HBS Online program are
added to the HBS Online Community's Official Networking Group and gain exclusive access
to events and other networking opportunities.

Description of silent animated video above: Learner types an answer in the discussion board in response to a peer's question

Immerse yourself in real-world, case-based examples brought to life by industry-leading experts from companies like e.l.f. Cosmetics,
OOFOS, L’Oréal, Adobe, Mastercard, and Rain the Growth Agency.

Immerse yourself in real-world, case-based examples brought to life by industry-leading experts from companies like e.l.f. Cosmetics,
OOFOS, L’Oréal, Adobe, Mastercard, and Rain the Growth Agency.

Description of silent animated video above: Learner scrolls through video interviews from prominent business leaders

## About the Professor



### Sunil Gupta  Digital Marketing Strategy

Edward W. Carter Professor of Business Administration

"You’ll develop practical digital marketing skills and frameworks you can immediately
apply to your role and organization—making you more marketable and helping advance
your career."

## Dates & Eligibility

No current course offerings for this selection.

Starting

Sep

11

7 Weeks  $1,850 + applicable international taxes

Enrollment is closed.

Closed

Starting

Oct

30

7 Weeks  $1,850 + applicable international taxes

Enrollment deadline
October 24

Starting

Jan

15

7 Weeks  $1,850 + applicable international taxes

Enrollment deadline
January 9

- No documentation required

All learners must be at least 18 years of age, proficient in English, and committed
to learning and engaging with fellow participants throughout the course.

## Learner Stories



90%

are more self-assured at work

My favorite part of the program was interacting with my cohort members where I received valuable shared experiences, feedback and was able to be a thought partner around strategies and best practices in varying scenarios.



Raymond Porch

Manager of Diversity Programs at Boston Public Schools

The course has given me the confidence to know that my suggestions have a solid business basis.



Jennifer Moret

Financial Analyst

\* Source: 2022 surveys and course data

## Digital Marketing Strategy FAQs

What are the learning requirements in order to successfully complete the course, and  how are grades assigned?
+–

Participants in Digital Marketing Strategy are eligible for a Certificate of Completion from Harvard Business School Online.

Participants are expected to fully complete all coursework in a thoughtful and timely manner. This will mean meeting each week’s course module deadlines and fully answering questions posed therein. This helps ensure your cohort proceeds through the course at a similar pace and can take full advantage of social learning opportunities. In addition to module and assignment completion, we expect participation in the social learning elements of the course by offering feedback on others’ reflections and contributing to conversations on the platform. Participants who fail to complete the course requirements will not receive a certificate and will not be eligible to retake the course.

More detailed information on course requirements, including the Adobe Data Driven Operating Model Simulation (one of the assignments), will be communicated at the start of the course. No grades are assigned for Digital Marketing Strategy. Participants will either be evaluated as complete or not complete.

Can you tell me a little more about the budget allocation simulation?
+–

The budget allocation simulation (Adobe Data Driven Operating Model Simulation) will be part of module 6 of the course. It is similar to a mini capstone experience, in that it encourages participants to draw on their knowledge from the rest of the course to make investment decisions in the simulation. It is the very same simulation included in the MBA program's required curriculum marketing course, and, while designed to be challenging, it is ungraded and assessed based on completion. We recommend budgeting approximately 1.5 hours to complete the simulation. Full instructions for how to complete the simulation will be provided to course registrants.

What materials will I have access to after completing Digital Marketing Strategy?
+–

You will have access to the materials in every prior module as you progress through the program. Access to course materials and the course platform ends 60 days after the final deadline in the program.

How should I list my certificate on my resume?
+–

Once you've earned your Certificate of Completion, list it on your resume along with the date of completion:

Harvard Business School Online

Certificate in Digital Marketing Strategy

[Cohort Start Month and Year]

List your certificate on your LinkedIn profile under "Education" with the language from the Credential Verification page:

School: Harvard Business School Online

Dates Attended: [The year you participated in the program]

Degree: Other; Certificate in Digital Marketing Strategy

Field of Study: Leave blank

Grade: "Complete"

Activities and Societies: Leave blank

Description:

Digital Marketing Strategy is a 7-week, 35-40 hour online certificate program from Harvard Business School. Digital Marketing Strategy equips professionals with the tools, mindset, and trends to make decisions about digital marketing strategy and tactics, including how to position a product or service for success, acquire and engage customers, and measure both performance of near-term campaigns and longer-term customer value.

### Top FAQs

How are HBS Online courses delivered?
+–

Our platform features short, highly produced videos of HBS faculty and guest business experts, interactive graphs and exercises, cold calls to keep you engaged, and opportunities to contribute to a vibrant online community.

Are HBS Online programs available in languages other than English?
+–

We expect to offer our courses in additional languages in the future but, at this time, HBS Online can only be provided in English.

All course content is delivered in written English. Closed captioning in English is available for all videos. There are no live interactions during the course that requires the learner to speak English. Coursework must be completed in English.

Do I need to come to campus to participate in HBS Online programs?
+–

No, all of our programs are 100 percent online, and available to participants regardless of their location.

How do I enroll in a course?
+–

Certificate Programs

HBS Online welcomes committed learners wherever they are—in the world and their careers—irrespective of their professional experience or academic background. To extend the reach of HBS Online, we no longer require an application for our certificate programs. (Applications are still required for our credential programs: CORe and CLIMB.) You can now immediately enroll and start taking the next step in your career.

All programs require the completion of a brief online enrollment form before payment. If you are new to HBS Online, you will be required to set up an account before enrolling in the program of your choice.

Our easy online enrollment form is free, and no special documentation is required. All participants must be at least 18 years of age, proficient in English, and committed to learning and engaging with fellow participants throughout the program.

Updates to your enrollment status will be shown on your account page. HBS Online does not use race, gender, ethnicity, or any protected class as criteria for enrollment for any HBS Online program.

Credential Programs

HBS Online's CORe and CLIMB programs require the completion of a brief application. The applications vary slightly, but all ask for some personal background information. You can apply for and enroll in programs here. If you are new to HBS Online, you will be required to set up an account before starting an application for the program of your choice.

Our easy online application is free, and no special documentation is required. All participants must be at least 18 years of age, proficient in English, and committed to learning and engaging with fellow participants throughout the program.

Updates to your application and enrollment status will be shown on your account page. We confirm enrollment eligibility within one week of your application for CORe and three weeks for CLIMB. HBS Online does not use race, gender, ethnicity, or any protected class as criteria for admissions for any HBS Online program.

Does Harvard Business School Online offer an online MBA?
+–

No, Harvard Business School Online offers business certificate programs.

What are my payment options?
+–

We accept payments via credit card, wire transfer, Western Union, and (when available) bank loan. Some candidates may qualify for scholarships or financial aid, which will be credited against the Program Fee once eligibility is determined. Please refer to the Payment & Financial Aid page for further information.

We also allow you to split your payment across 2 separate credit card transactions or send a payment link email to another person on your behalf. If splitting your payment into 2 transactions, a minimum payment of $350 is required for the first transaction.

In all cases, net Program Fees must be paid in full (in US Dollars) to complete registration.

What are the policies for refunds and deferrals?
+–

After enrolling in a program, you may request a withdrawal with refund (minus a $100 nonrefundable enrollment fee) up until 24 hours after the start of your program. Please review the Program Policies page for more details on refunds and deferrals. If your employer has contracted with HBS Online for participation in a program, or if you elect to enroll in the undergraduate credit option of the Credential of Readiness (CORe) program, note that policies for these options may differ.

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