Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
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# Digital Marketing Strategies: Data, Automation, AI & Analytics

Adapt to Evolving Consumer Behavior in The Modern Digital World

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## Key Takeaways

To master modern marketing, you will create strategies to support better business decisions and gain the skills to identify when, where and why customers choose your product or service. By the end of the program, you will be able to:

- Go beyond traditional marketing practices and understand the digital world your customers inhabit.

- Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors.

- Discover how to evolve your marketing by incorporating data, analytics, and optimization techniques for improved decision-making.

- Learn from other companies using new marketing technologies to inform their marketing and gain organizational efficiencies.

## Who Is This Program For?

Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.

If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.

Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.

## Program Topics

Go beyond traditional marketing practices to learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.

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Module 1: A Framework for Marketing in a Digital World

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Module 2: Understand Customers and Generating Insights

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Module 3: Customer Segmentation and Behavioral Marketing

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Module 4: The Customer Journey and Content Strategy

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Module 5: Brand Storytelling in a Digital World

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Module 6: Designing and Executing Digital Marketing Campaigns

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Module 7: Marketing Attribution, Testing, and Experimentation

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Module 8: Marketing Automation and Artificial Intelligence in Marketing

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## Applied Learning Opportunity

Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical.

## Industry Examples

AT&T

AT&T

Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.

FedEx

FedEx

Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.

Google

Google

Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date.

P&G

P&G

Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.

Whole Foods

Whole Foods

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

The Honest Company

The Honest Company

Explore how The Honest Company executed - and ultimately improved - its A/B testing and marketing experimentation using Google Ads drafts and experiments features.

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.

## Participant Testimonials

"I thought the program videos were fantastic. I'm impressed by the availability via office hours of the program leaders. The program gave me a great foundation for further learning and research, and a... Read more

Trey Muhlhauser

Vice President & Director of Digital Marketing, FÁS

"Content was very interesting but bringing it to life with examples makes it very impactful. I enjoyed the range of examples in the later sections. Also, the case studies were very good in challenging... Read more

Carlos Dortrait

Vice President - Head of Marketing & Commercial Excellence, U.S., Actelion

"This program has changed and evolved my perspectives about digital marketing. I learned that it goes beyond creating or managing content, ads or campaigns through digital and social channels. The bes... Read more

Ahmad El Madi

Operations Development Manager, Metrobite Trading

## Program Faculty

MOHANBIR SAWHNEY

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 m...

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Certificate

## Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

Read more

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.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

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## FAQs

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## Financing Options

##### Climb Credit*

*Applicable for US Residents

##### Flexible Payment Options For All

## Save US$260 With Our Referral Program

Refer your friends and colleagues to the Digital Marketing Strategies: Data, Automation, AI & Analytics program, and amplify the impact of continuous and collaborative learning.

How to refer:

- Visit our referral page and share your referral code with your friends and colleagues

- Your friend can sign up for the program using your referral code

- Learn together and save US$260 on program fees each

#### Refer now!

Not a student? Learn more about how the referral program can benefit you.

## Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.View payment plans

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EmeritusKylle Logo

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.

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