WHY NOW? Kellogg Executive

PROFESSIONAL CERTIFICATE IN DIGITAL MARKETING // 1

WHY NOW?It’s no secret that the shift of consumer attention towards digital platforms has left many traditional marketers reeling. According to an eMarketer study in 2019, for the first time, spending on digital advertising surpassed spending on traditional channels such as print and TV. By 2023, digital is projected to surpass two-thirds of total media spending. However, marketing in a digital world is not just ‘digital marketing’: it’s much more. It’s a discipline that is powered by data, scaled by automation, and optimized by analytics, with the customer always at its center.

163,577 Jobs Unique digital marketing jobs in the U.S. were posted over a 12-month period(Source: Labor Market Firm, Emsi, 2019)

Demand for adept marketers who can navigate this industry-wide transformation is strong. As noted above, 75% of managers have said it is a challenge to find and retain professionals with the up-to-date digital marketing skills they need, according to The Creative Group 2020 Salary Guide.

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:

Advance Your Career in Digital Marketing

Why NorthwesternKellogg Executive Education?Kellogg’s MBA program has consistently been ranked #1 in Marketing by the U.S. News & World Report. Learn from some of the same marketing thought leaders who teach in the MBA program as well as from accomplished industry practitioners.

Duration

6 months, online15–20 hours/week

Program Fees

$6,950

Live webinars and office hours with digital marketing experts

Assistance with your professional development in digital marketing

Real-world applications, including a capstone project

Marketing simulations

World-class faculty and thought leadership

Content Marketing

Customer Experience and Engagement: Conversations, Campaigns, and Conversion

Marketing Automation

Marketing Experimentation and Analytics

Social Media Marketing

Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

112%Job Growth

Digital marketing jobs are growing 112% faster than U.S. national average job growth(Source: U.S. Bureau of Labor Statistics)

75%of ManagersNeed Talent

75% of managers say it is challengingto find and retain professionals with up-to-date digital skills(Source: The Creative Group 2020 Salary Guide)

2 // PROFESSIONAL CERTIFICATE IN DIGITAL MARKETING

Junior Digital Marketing Specialist — Strategy Track

We are seeking qualified candidates to fill the position of Junior Digital Marketing Specialist — Strategy Track. In this role you will optimize client websites for search engines, work under senior digital marketers and support them on some of our largest campaigns and client accounts. You will also analyze competitors' websites and online marketing initiatives, among other responsibilities.

Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.

Obtain a hands-on experience of essential digital marketing skills, including SEO, SEM, social media, email marketing, and display ads.

Learn how to optimize your marketing strategies using metrics such as SMART goals, conversion optimization, A/B tests, attribution, and experimentation.

Create high-impact content for a new generation of consumers.

Develop advertising strategies on social media using content that you yourself will plan, create, and promote.

Engage with career-focused webinars and assignments designed to further your professional development in digital marketing.

High-level Program Takeaways

Early-career professionals who want to enter a high-growth field

Professionals looking to switch from their current specialism into marketing

Traditional marketers or corporate communications professionals who want to build on their current skillset and develop digital marketing capabilities.

Who Is This Program For?The Professional Certificate in Digital Marketing is a launchpad that will advance your career in digital marketing. It will give you a broad overview of the digital marketing landscape, help you develop the most in-demand skills, and find your niche in this rapidly expanding field. This program is ideal for:

“Many of the tools you will learn about in this program are on the cutting-edge and are 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

Sample Job Description

Marketing Manager

Product Manager

Marketing Coordinator

Account Manager

Social Media Manager

Content Marketing Specialist

Conversion Rate Optimization (CRO) Specialist

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

What else is out there?View entry-level jobs or mid-career jobs in digital marketing on Indeed.

This is an example of a digital marketing job that program participants may be interested in and qualified for upon completing the Kellogg Professional Certificate in Digital Marketing program.

https://www.indeed.com/q-Entry-Level-Digital-Marketing-Specialist-jobs.html

https://www.indeed.com/q-mid-Level-Digital-Marketing-jobs.html

https://www.indeed.com/q-mid-Level-Digital-Marketing-jobs.html

The shift of consumer attention towards digital platforms is by no means a phenomenon unique to the U.S. market. India has the most Facebook users of any country with 270 million users and consumers across all continents are spending five or more hours per day on their devices. Given that we exist in a global economy, every region has opportunities for digital marketers to find their niche.

THE WIDE WORLD OF DIGITAL MARKETINGTHE WIDE WORLD OF DIGITAL MARKETING


Mobile Social Media Penetration by Region (2019)

CENTRALAFRICA

6%

OCEANIA

51%

SOUTH-EASTERNASIA

56%

EASTERN ASIA

70%CENTRALASIA

8%EASTERNEUROPE

40%

WESTERNAFRICA

12%

SOUTHERNAMERICA

61%

CENTRALAMERICA

59%

NORTHERNAMERICA

61%

WESTERNEUROPE

45%NORTHERNEUROPE

59%

SOUTHERNAFRICA

36%

CARIBBEAN

44%

EASTERNAFRICA

7%

NORTHERNAFRICA

37% SOUTHERNEUROPE

50%

SOUTHERN ASIA

22%WESTERN ASIA

46%

Digital Activity Around the World (2019)

Source: Hootsuite (https://datareportal.com/reports/digital-2019-global-digital-overview)

INTERNETUSERS

4.4BILLION

PENETRATION:57%

UNIQUEMOBILE USERS

5.1BILLION

PENETRATION:67%

TOTALPOPULATION

7.7BILLION

URBANISATION:56%

ACTIVE SOCIALMEDIA USERS

3.5BILLION

PENETRATION:45%

MOBILE SOCIALMEDIA USERS

3.3BILLION

PENETRATION:42%

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:

Create content that converts

Optimize your campaigns for maximum return on investment (ROI)

Segment audiences across social platforms and personalize your messages

Automate tasks to scale faster and more efficiently

Manage campaigns that offer real-time feedback through simulations

Keep your email messages out of spam filters and in front of potential customers

Complete a capstone project to add to your portfolio

Create an effective resume, cover letter, and LinkedIn profile

Build your digital marketing portfolio with help from an industry professional

Determine which career path in digital marketing is most suitable for you

Locate your influencers

Build your network

Build Your Skill Set Build Your Future

THE DIGITAL MARKETING JOURNEY


Phase 1: Customer Understanding andSegmentation

Phase 2: Content, Social Media, andSearch Engines

Phase 3: Digital Channels,Strategy, and Execution

Phase 4: MarketingExperimentationand Optimization

Capstone: Creating Your Portfolio

Featuring 20 modules, this program will make sure you are ready to advance your career in digital marketing. Kellogg’s consistent ranking as the #1 MBA program for marketing means that you’ll benefit from state-of-the-art thought leadership in this field.

PROGRAM MODULESPROGRAM MODULES

Module 5

Customer Segmentation and Behavioral Marketing

Module 1Introduction to the Digital MarketingLandscapeUnderstand how the current digital marketing landscape differs from traditional marketing methods and conduct a self-assessment of your skills.

Career opportunities in digital marketingRole of digital media in modern life and the implications for brands

Module 2

Digital Marketing FundamentalsBecome familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions.

Customer acquisition funnels and the role of personalizationRetention marketing in a digital space

Module 3

A Framework for Marketing in the Digital WorldUnderstand customer expectations in the digital age, learn how to measure return on engagement (ROE), and appreciate the vital role played by data and automation.

Customer expectations in a digital worldMarketing transformation as a journeyLaying out the framework: five marketing transformation lanes (engagement and content, data and analytics, process and execution, organization and people, and platforms and automation)

Module 4

Understanding Customers and Generating InsightsLearn about the nature of customer insightsthrough social data and artificial intelligence (AI). Gain valuable expertise in customer experience mapping.

Customer insights—deductive and inductiveEthnographyCustomer experience mappingHuman factors researchSocial data miningMotiveScapesThe role of AI in customer insights

Module 6

Content MarketingUnderstand what content marketing is, and the skills and platforms involved.

The role of customer-based research, demographics, and segmentation in content marketingAdjusting strategy based on performance metrics

Study the fundamentals of customer segmentation and how to select target markets based on consumer behavior and responses.

A priori vs. response-based segmentationSegmentation process overview (hypothesize, quantify,and validate/describe)Behavioral marketing and automated behavioral marketing


Module 11

Search Engine Marketing

Module 7Search Engine OptimizationLearn how search engines work and how to optimize your content so that it can be found by potential customers.

SEO keyword researchContent that convertsPerformance metrics for SEOBacklink strategies

Module 9

The Customer Journey and Content StrategyKnow how to align your content strategy and innovations with customer intent.

In-depth customer journey mappingInnovating across the customer experienceCreating a content management process

Module 10

Brand Storytelling in a Digital WorldDevelop the skills to identify an effective brand story that connects with consumers.

Systematic process for creating a brand’s storyAdjust the brand’s story based on customers’ pain points and passions

Leverage platforms such as Google Ads to find customers.

Keyword research and bidding strategiesCreating copy that converts

Module 8Social Media (Organic)Understand why you need a social strategy.

Tactics for different platforms and audiencesApply social listening to gather insights and connect with customersPerformance metrics for social marketingContent calendars

Module 12

Social Media (Paid)Place your brand in front of relevant audiences.

Remarketing and lookalike audiencesPerformance metrics for social platformsA/B testing methods for social media

Module 13

Email MarketingLearn the best practices for email marketing and how to avoid the dreaded spam filter.

Design for great user experiencesCompliance with spam lawsPerformance metrics for email marketing

Module 14

Other Digital ChannelsExplore other methods that will allow you to expand your reach.

Referral marketingRetargeting and remarketing strategiesDisplay ads and networks



Pledge of Support and DisclaimerOur program support team includes digital marketing mentors and program leaders to help you reach your goals. It is our primary goal to give you the skills needed to be prepared for a job or to 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.

Module 19

Marketing Automation and AI inMarketing

Module 15Accelerating Marketing ExecutionLearn how to market better, faster, and stronger fororganizations, both big and small.

Always-on marketingMoving from conventional to agile marketingImplementing and scaling agile marketing

Module 16Metrics and MeasurementDevelop the ability to know what works and what doesn’t in your marketing mix.

SMART goals in marketingGoogle AnalyticsBest practices for measurement and tools across platforms

Module 17

Conversion Rate Optimization (CRO)Develop a process to optimize your marketing investments across all channels.

CRO tests, including A/B, multivariate, and multi-pageLanding page optimizationWeb optimization tools used to analyze performance and identify issues

Module 18

Marketing Attribution, Testing, and ExperimentationIdentify your customer touchpoints to understandwhat, where, and why customers purchase.

Marketing mix modelingCross-channel attributionMulti-touch attributionA/B testing and optimizationMarketing experimentation process

Module 20

Capstone Project

Learn about software applications that can savetime and increase productivity while still effectivelyengaging customers and managing relationships.

Marketing automationArtificial intelligence (AI) applications and the customer lifecycle (understand, reach, attract, convert, and engage)

Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project that pulls together the wide range of topics the program covers.

Reflect on your weekly entries in the digital initiative journalPresent strategies for campaigns and growthas your final assignment


Some of the Tools You’ll Learn to Use:

User-generatedContent

Content Creation

Email Marketing

Certifications Included in the Program*:

Google Analytics for Beginnersand Advanced Google Analytics

Certifications - Free

Google Ads Display andGoogle Ads SearchCertifications - Free

Hubspot Content Marketingand Social Media

Certifications - Free

SemrushSEO Toolkit - Free

Google AnalyticsHubspot

*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.

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.

AT&T

INDUSTRY EXAMPLES

Featured Case Studies and Examples

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.

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.

Dove

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

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.

P&G

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

John Deere

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


Dollar Shave ClubWho 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.


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.

Associate Dean for Digital Innovation;McCormick Foundation Chair of Technology;Clinical Professor of Marketing;Director of the Center for Research in Technology and Innovation

PROGRAM FACULTYMohanbir SawhneyMohanbir Sawhney

INSTRUCTORS

Matt CardoniMatt 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.


Dr. Sharmin AttaranDr. 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.

Kim RustKim 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, socialnetworking, 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 WeingrodDan 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.


WHAT OUR PAST PARTICIPANTS SAY


I've taken other Digital Marketing courses (both online and on-site) and this was easily the best in my experience. The course encompassed all major digital marketing subjects, from social, email, influencer, SEO/SEM to more complex topics such as AI applied to digital marketing. The course was worth every penny.I liked it so much that I'm currently taking the other Professional Certificate course available (Product Management.) I'm applying many of the things I learned to my current job, something I cannot say of other courses I've taken.

The professors were amazing, the material was very rich. I put everything I learned into practice at work the very next day and have become more valued by the company I work for as the results are visible. Having the orientation from the best marketing professionals in the market, as well as networking with 150 other professionals in my class, was the added value that exceeded my expectations. It was a lot of dedication and hard work, which only made me value the experience even more. I highly recommend it.

- Alfredo Morales, COE Supervisor, Raytheon Professional Services

- Patricia Motta, Marketing Manager, Osborne International Inc

Whether you are a seasoned marketing professional, a young professionaltrying to pivot towards digital marketing or an entrepreneur who wants to be able to understand and leverage digital marketing in leading your teams/business; this course is really valuable because there is real substance to the program—the case studies, the exercises, and the group dynamic. Being from an investment background it has been my experience, that growth and positive ROI are not linear or uncertain events but are delivered through identifying the right opportunities and a succession of successive inflexion points. This course is undeniably one of those opportunities and will be a defining point in your professional growth.

- Simon Dain, Founder, Candriam Investors Group

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

Weaving the pieces together in the capstone was the best - it allowed us to show everything we learned in the course.

- Lisa Marzano, Associate Director, Analytics, AbbVie

I attended the Professional Certificate in Digital Marketing from September 2020 till March 2021. I had very high hopes and expectations about this course and, I must say, I was not disappointed. I think it was very well structured since it started from the fundamentals of marketing and it showed how those should be applied to the digital world touching many aspects of it. It was a very comprehensive course which set a solid foundation about the topic. I strongly recommend it.

- Andrea Lenterna, Director, Maxi Editor (S.R.L)

This is a 6-month all-intensive digital marketing certification course where you will develop a skill set in SEO, PPC, Social Media, Content marketing, CRM, and more. This program was also helpful in networking with marketing professionals, finding job opportunities, and learning about the digital space.

- Andrew Woller, Member Success Lead, WeWork

Professor Mohan Sawhney was incredible. I would like to meet him in person and thank him for the course one day.

- Pinar McGee, Director, Customer Experience, Molex


CERTIFICATEUpon 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.

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

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.

EXECUTIVE EDUCATION

FRANCESCA CORNELLIDean, Kellogg School of Management Donald P. Jacobs Professor of Finance

First LastFOR COMPLETION OF

Date

CERTIFICATE AWARDED TO

Professional Certificate in Digital Marketing

THOMAS O’TOOLEAssociate Dean of Executive Education Clinical Professor of Marketing

EXAMPLE


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.

Byte-sized learning techniquesIndividualized assessmentsReal-world applicationsPeer-supported discussionsLive and interactive teaching.

Our pedagogical approach is designed to bring concepts to life. It includes:

Keeping It Real

•••••


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.

Video lecturesDiscussionsClass materials (articles and case studies.)

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:

Keeping It Convenient

•••

Program Requirements

Other Requirements

A valid email addressComputing device connected to the internet: PC/laptop, tablet, or smartphoneThe latest version of their preferred browser to access our learning platform

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.

To access our programs, participants will need the following:

Microsoft Office and a PDF viewer to access content such as documents, spreadsheets, pres-entations, PDF files, and transcripts.

• •

•

•

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.

Keeping It Interesting



ABOUT EMERITUS

DURATION

PROGRAM FEES

6 months, online15-20 hours/week

$6,950

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 acohort-based design to maximize peer-to-peersharing and includes live teaching with world-classfaculty and hands-on project-based learning. In thelast year, more than 100,000 students from over 80countries have benefitted professionally fromEmeritus’ courses.

ABOUT KELLOGG EXECUTIVE EDUCATIONKellogg 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.

CONNECT WITH A PROGRAM ADVISOR

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

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

SCHEDULE A CALL

You can apply for the program here

APPLY

https://calendly.com/professional-certificate-team/kellogg-digital-marketing

https://online.em.kellogg.northwestern.edu/?program_sfid=01t0I000009dKlYQAU

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WHY NOW? Kellogg Executive