Digital Marketing Professional Certificate | Wharton Online

Digital Marketing Professional Certificate | Wharton Online


DAVID BELL: Digital marketing skills are
really critical in today’s workplace, whether or not we’re talking about a
large, global Fortune 500 firm, or just a new startup with three or four people. Because, in the digital
economy, we have this ability to speak directly to a customer
and start a relationship in a way that we couldn’t do even five
years ago and, certainly, not 10 or 20. PETER FADER: Digital
marketing gives us access to all kinds of behaviors
that just didn’t exist before. RAGHURAM IYENGAR: So,
for many marketers, this is very new in that they
know a lot about their customers, if they do the analysis perfectly. That’s where the
opportunities are and that’s what is becoming exciting– targeting,
customization– all of these things are now operational, but only if
you did use the data efficiently. DAVID BELL: Having a working knowledge
of how the digital economy is affecting our ability to reach customers
directly, to understand their behavior, to be more efficient or more effective. JONAH BERGER: Whether it’s thinking
about how to build a social media strategy, or how to
leverage your website and thinking about being
omnichannel, digital marketing is really key to moving
the metrics forward. RAGHURAM IYENGAR: I mean, there
are lots and lots of, again, interesting opportunities out there. But if you think about people
who can fill in and exploit those opportunities, they need
a different type of skillset. JONAH BERGER: Whether you are a younger
person looking to cut into an industry or find a larger range of job offerings,
or you’re an older individual who’s been around for a while but wants to
update your skill to stay relevant, I think digital marketing is
a useful toolkit to do that. RAGHURAM IYENGAR: Completing the
digital marketing certificate will help professionals in two ways. One is they’ll become familiar with
new types of data– mobile data, search data, and so on– and new types
of analysis that one can do, both to what end? To making better marketing decisions. DAVID BELL: But what we really
give you here at the Wharton School are the frameworks and
the research backing for really giving you an understanding
that goes even beyond the course. So once you take the concepts
and the frameworks on board, you’ll have an ability when
something new comes along– you’ll know where that slots in. And I think that’s really the
biggest value of what we’re offering here at the Wharton School. JONAH BERGER: I think, in addition to
the traditional digital marking tools that we’ll talking about, there’s
also a lot of useful add-ons that will help you update
your skills more broadly. PETER FADER: You know, there’s a lot
of jobs out there that really demand these kinds of digital marketing
skills, but a lot of job seekers who don’t necessarily have them. So by getting this
certificate it’s a great way to get up to speed,
have a good time, and be prepared for the ever-changing future.

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