Digital Marketing Certificate online

The purpose of this course is to provide a foundation for issues related to consumer satisfaction. The major focus of the course is on consumers’ psychological processes. In addition, social, cultural, and sub-cultural influences on behavior are considered. Topics include the processing of marketing information, product knowledge, attitudes, and persuasion; individual, family, and organizational decision-making; group influences; and social marketing issues. Ethical and global dimensions of consumer behavior issues related to consumer satisfaction are embedded within the course content. An emphasis is placed on the student: (1) developing a coherent theory-based view of the consumer’s abilities and shortcomings, and (2) being able to apply this knowledge to alternative marketing scenarios.

The main objective of the course is to help participants understand and evaluate ecommerce business models and digital marketing methods from a variety of perspectives such as business analysts, consumers, entrepreneurs and investors. The specific objectives for student learning under the broad goals are to understand digital trends and disruptive technologies and understand their impacts on customer preferences and the competitive environment; to comprehend digital business strategy and the lead roles of marketing in implementing digital business initiatives. In this course there will be a specific focus on value creation in B2B, B2C, C2C markets; to understand how digital technologies can be used to create customer value, within the bounds of the ethical and legal environment; to apply key frameworks and methods to solve digital business problems; to utilize a participant centered learning approach to critically analyze technology issues and develop innovative solutions.

This course is designed to provide a useful conceptual framework as well as analytical techniques that can be applied in developing effective marketing strategies in the era of Big Data. The key areas of marketing analytics focus on product analytics, pricing management, customer analytics, and web analytics. Specific topics to be covered include market segmentation, assessing value to the customer, customer lifetime value, social media analytics, and related topics.

This course explores business analytics concepts and applications aimed at improving business performance. The course focuses on the three facets of analytics: Descriptive Analytics, Predictive Analytics, and Prescriptive Analytics. An integral part of business analytics is the use of IT tools to support the collection and analysis of data, and converting it into actionable knowledge in the context of organization decision-making and problem-solving. As such the students will learn problem analysis and formulation, data modeling, and the application of various spreadsheet tools.

This course examines the role of and presents a methodological foundation for marketing research in the firm. Topics covered include the role of research in managerial decision-making, global and ethical dimensions, sources of secondary data, different research strategies and designs, data collection procedures, sampling issues, basic and more advanced data analysis techniques using a standard computer statistical analysis package, and the research report for market research. Special emphasis is given to building the set of skills necessary for designing, interpreting, and reporting market research.