The changing role of the customer in the digital age is attracting the attention from leaders, marketers, investors and researchers. As customers seek more “experiences” from products and services, marketers are increasingly banking on digital channels to enhance the customer journey and aligning their Omni-channel strategies. Firms in competitive markets are increasingly trying to bring brands closer to customers’ everyday life!
Digital provides multiple opportunities to connect and engage with prospects as well as customers in several ways. However, several businesses falter while developing their strategies to guide their digital investments and efforts to continuously enhance customers’ experiences. While every business is unique, concepts and frameworks to create, manage and deliver experiences that make people’s lives better and brighter cut across contexts. Leaders, product owners and marketers will benefit from the right perspectives to work on the most challenging problems. These will help leverage the tools and technologies to grow sustainably. The Professional Certificate Program in Digital Marketing will equip you with the fundamentals of digital marketing strategy to succeed.
To begin with, explore the introductory marketing course, where you will learn the theories of the marketing through practice (examples and illustrations). This course will explain what marketing management is all about in the simplest of terms and lay the foundation for your pathway to excellence in the wonderful world of business.
In the second course, you will understand the characteristics of services and their implications on conceptualization, design, and delivery. You will also get to understand the need for the coordinated organizational effort through marketing, human resources and operations in delivering superior service. Drawing on research and examples from successful businesses, this course will equip learners with frameworks and models that can be applied in a variety of service contexts.
And finally, you will explore the Digital Marketing Strategy to set your fundamentals right with discussions and analysis of frameworks and applications. Through this course, you will familiarize yourself with the key themes: customer experience in the digital age, digital inbound and outbound marketing, leveraging social media and customer insights and co-creation. This course will help you to understand where digital fits into the overall marketing strategy, both for products and services and help you gain right perspectives to put your learnings from the first two courses into action.
