Digital Marketing: A Strategic Perspective Online Program – Yale School of Management

Ninety-one percent of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant product offerings.1 However, according to a survey done by Accenture, consumers feel their digital experiences are falling short of expectations.
As customers’ preferences continue to evolve, it’s essential for businesses to generate value through customer-centric digital marketing strategies, and effectively use various digital marketing channels and tools to enhance performance.
The Digital Marketing: A Strategic Perspective online program from the Yale School of Management Executive Education empowers marketers and business professionals to transcend silos in their organization and lead integrated, marketing-related digital transformation. Over the course of eight weeks, guided by Yale School of Management faculty, you’ll explore how social media, SEO, content marketing, mobile technologies and other key digital marketing tools can be leveraged to create and extract value for your customer. You’ll also consider how analytics and experimentation can be used to reveal opportunities for strategic innovation, and be analyzed to inform evidence-based insights.
Explore the process of digital transformation, and discover how to integrate marketing insights into the greater strategic objectives of your organization.
1 Accenture (2018).
Registration closes: February 07, 2023
Start date: February 15, 2023
Length: 8 weeks (excluding orientation)
Commitment: 6 – 8 hours per week
Fee: $1,900
Outcome: Practical digital marketing insights, skills, and frameworks.
Yale SOM developed this program to be administered by our program collaborator, GetSmarter. Please direct all program-related inquiries, including questions about fees and registration, to GetSmarter.
Modules are released on a weekly basis and can be completed in your own time and at your own pace.
Professor of Marketing
Areas of Expertise: Analytics, Brand Management, Digital Marketing, Game Theory, Marketing Strategy, Social Media, Word-of-Mouth
Professor Shin’s research focuses on quantitative marketing, marketing strategy, and applied economic theory. His several award-winning pieces of research advance our understanding of firms’ strategic actions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM. 
Also, Professor Shin’s research is published in all of the premier academic marketing and economics journals: Journal of Marketing Research, Management Science, Marketing Science, RAND Journal of Economics, and Quantitative Marketing and Economics. For two years in a row (2010, 2011), Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science. In 2011, he was also named a Marketing Science Institute Young Scholar, a title awarded to “potential leaders of the next generation of marketing academics.” In 2018, he was once again recognized for his influence in the field by being nominated as a Marketing Science Institute inaugural MIS Scholar, a title awarded to “top scholars recognizing individuals’ excellence in scholarship who have already helped to set the research agenda for the field.” Professor Shin was appointed Vice President of the INFORMS Marketing Science Society in 2021.
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James L. Frank ’32 Professor of Private Enterprise and Management, Professor of Marketing & Director of the China India Insights Program
Areas of Expertise: Big Data, Brand Management, Economics, Emerging Markets, Globalization, Health Care, Marketing, Social Enterprise, Social Media
K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management, where he has been a faculty member since 2001. He is Professor of Economics (by courtesy) at the Yale Economics Department. He leads the academic-industry interface for quantitative marketing at the Yale Center for Customer Insights (YCCI). He has been a Visiting Fellow at various universities around the world including MIT, Toronto, HKUST, INSEAD. He also collaborates with industry research institutions like Microsoft Research and Adobe Research. Professor Sudhir is the current Editor-in-Chief of Marketing Science, the premier journal in the field of quantitative marketing.
Sudhir is a pioneer in the use of structural empirical methods in marketing to address various substantive problems in the areas of customer management, salesforce management, organizational buying, and marketing channels. His current research centers around artificial intelligence, big data, and machine learning. Sudhir’s research has been honored with multiple best paper awards from all of the field’s leading quantitative marketing journals.
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Registration closes: February 7, 2023
Program starts with orientation: February 15, 2023
There are no prerequisites for this program. Register to get started. Our online program collaborator, GetSmarter, will welcome you and guide you through the steps to secure your place in the program.
A program fee reduction of 15% is available for those from nonprofits, Yale graduates, small groups of 3+, and those who have previously participated in a Yale Executive Education program with Yale SOM, ExecOnline, or 2U/GetSmarter.
This program does not qualify for veteran financial aid or veterans benefits at this time.
This course is presented entirely online in collaboration with leaders in digital education, GetSmarter, a brand of 2U, Inc. Technology meets academic rigor in GetSmarter’s people-mediated model which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions. This interactive, supportive teaching model is designed for busy professionals and results in unprecedented certification rates for online courses.
View the Digital Marketing: A Strategic Perspective online program on the GetSmarter website.
Modules are released on a weekly basis, and can be completed in your own time and at your own pace.
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Edward P. Evans Hall
165 Whitney Avenue
New Haven, CT 06511-3729
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