NON-CREDIT Certificate in Digital Marketing Executive Education | Open Enrollment Start Date Format Online Tuition $3,200 course fee Courses 7 Sessions Term TBD Join Our Mailing List Digital is the new normal accounting for almost 75% of total marketing spend. In this certificate course, we will cover the fundamental principles and best practices in digital marketing strategy along with the tactics to be successful. An emphasis is placed on marketing frameworks and concepts. Faculty will examine cross-cultural awareness and the role ethnicity along with other demographic variables play in digital marketing. Additionally, topics such as positioning, pricing, market research-derived segmentation and targeting, packaging, channel management, marketing communications, brand management, and marketing analytics will be explored in detail. As outlined by faculty: Test, learn, test more. 45,000 ad campaign adjustments per month is also the new normal. Traditional marketing, TV, print, and radio should be used to augment digital, not as the foundation. Change is accelerating. Become a student of change. And remember, more than ever, your customer is in charge. Study them and deliver what they need in communications and in your products and services. This program is not currently accepting registrations. Please join our mailing list to be notified the next time the program is offered. Join Our Mailing List Required Sessions and Capstone Introduction to Digital Marketing There is so much change in the world of marketing. Cookies may be a thing of the past (yet they seem to still be available as a targeting tool in the U.S.). Social media needs help with doing right and making money. Government regulators are considering new rules. What can a marketer do? Observing and leveraging new technologies is essential. But with all the changes, the foundation of marketing remains the customer. A relentless focus on our prime prospects and the prime prospects’ problems is a proven way to win What You’ll Learn Assess and evaluate the changes in the world of marketing. Identify the prime prospect and the prime prospect’s problem. × Introduction to Digital Marketing The foundation of marketing remains the customer. A relentless focus on our prime prospects and the prime prospects’ problems is a proven way to win Learn More Atoms / 03.Icon / Plus Circle Situational Analysis – Business Discovery Digital marketing is a business function first, and we must understand the current conditions within our channels. What You’ll Learn Assess the current ecommerce and retail climate Evaluate how a successful brand is going to market × Situational Analysis – Business Discovery Digital marketing is a business function first, and we must understand the current conditions within our channels. Learn More Atoms / 03.Icon / Plus Circle Situational Analysis – Digital Marketing Discovery Secondary marketing tools are now extremely powerful. We can now see our category with increasing clarity, including competitive advertising and pricing. What You’ll Learn Discuss various marketing tools. Assess the current category, competitive, and marketing situation. Compare your brand’s activity to competitive activities. × Situational Analysis – Digital Marketing Discovery Secondary marketing tools are now extremely powerful. We can now see our category with increasing clarity, including competitive advertising and pricing. Learn More Atoms / 03.Icon / Plus Circle The Marketing Mix (Part 2) In this session you will consider the range of pricing strategies and identify the one that best fits with your brand or company. We will also explore a range of go-to-market strategies and see how Promotion is more than just offering temporary discounts to current customers. What You’ll Learn Pricing as a Marketing Strategy Go-to-Market Strategies Intersession: How you will promote your product/service for your Capstone project × The Marketing Mix (Part 2) In this session you will consider the range of pricing strategies and identify the one that best fits with your brand or company. Learn More Atoms / 03.Icon / Plus Circle Digital Marketing Research This week’s work is the most extensive because understanding a brand’s users is the most important step in creating winning marketing plans and campaigns. Secondary information uncovered in the situation analysis phases has led you to some questions that need answering. That is where qualitative and quantitative research pays off. Primary research of this type allows us to answer the critical question that, when done right, leads to changing business insights. What You’ll Learn Appraise your category’s retail situation by conducting a store walk. Conduct an in-depth interview. Use quantitative analysis to develop insights about your target audience. × Digital Marketing Research Primary research of this type allows us to answer the critical question that, when done right, leads to changing business insights. Learn More Atoms / 03.Icon / Plus Circle Digital Strategy – Brand Armed with insights from marketing research, we’re ready to get to work. How do these insights impact how we think about our brand? How can we maximize our brand’s opportunities? What should we not do? What You’ll Learn Use brand history, points of difference, and points of parity to write a winning positioning statement. Critique a brand campaign. Develop a brand plan. × Digital Strategy – Brand Armed with insights from marketing research, we’re ready to get to work. How do these insights impact how we think about our brand? How can we maximize our brand’s opportunities? What should we not do? Learn More Atoms / 03.Icon / Plus Circle Digital Strategy – Marketing Online marketing is becoming more and more critical every day. Yet in most categories, more than 70% of sales happen at brick-and-mortar stores. We’ll leverage the four-part process to ensure our messages resonate with our targets where they are in the purchasing process. What You’ll Learn Write a brand and marketing plan that wins. Observe and create tactics that connect online and in-store to maximize sales. × Digital Strategy – Marketing Online marketing is becoming more and more critical every day. Yet in most categories, more than 70% of sales happen at brick-and-mortar stores. We’ll leverage the four-part process to ensure our messages resonate with our targets where they are in the purchasing process. Learn More Atoms / 03.Icon / Plus Circle Capstone Pitch The capstone pitch project combines all the concepts learned in the course into one professional presentation. Participants will do this on an actual brand and will use real data. Additionally, the faculty will provide feedback to you on your pitch. The purpose of this assignment is to help you practice the skills learned throughout the course. What You’ll Learn Finalize a marketing and brand plan that wins. Create a presentation that is both informative and entertaining. × Capstone Pitch The capstone pitch project combines all the concepts learned in the course into one professional presentation. Learn More Atoms / 03.Icon / Plus Circle Certificate Objectives and Expected Outcomes: By the end of the course, participants will be able to: Evaluate a business’s current marketing situation. Identify current and potential target audiences. Leverage brand strategies and marketing tactics to reach target audiences. Create an effective plan and deliver a successful and memorable presentation. Capstone Pitch The capstone pitch project combines all the concepts learned in the course into one professional presentation. Participants will complete a presentation on an actual brand (or internal business challenge) and will use real data. Additionally, the faculty will provide feedback on your pitch. The purpose of this assignment is to help practice the skills learned throughout the course. “The WFU marketing program provides the right balance of philosophies and practicum by a professor who’s actively driving growth and profitability for name-brand clients. Professor King cuts through the overused buzzwords and shiny veneer of the marketing world to teach effective, data-driven marketing for students who want to truly understand marketing and excel in their careers. ” — Phillip Oakley, Certificate Recipient, 2022 Additional Information Dates, Location, Schedule The Certificate in Digital Marketing will be offered in seven live sessions combined with asynchronous work over the course of two months. Future dates for this course are TBD. Session 1: Introduction to Digital Marketing Session 2: Situational Analysis – Business Discovery Session 3: Situational Analysis – Digital Marketing Discovery Session 4: Digital Marketing Research Session 5: Digital Strategy – Brand Session 6: Digital Strategy – Marketing Session 7: The Digital Plan and the Pitch Capstone Pitch Cost Certificate in Digital Marketing – Cost for future sessions of this course are TBD. Materials Course materials are included in the cost of tuition. Course materials will be distributed electronically in advance of the program start date. Participants must have a laptop or tablet computer to access course materials. Refund and Cancellation Policies Program Cancellation This course is offered contingent upon sufficient enrollment. If a course must be canceled, all registered participants will be notified at least five (5) calendar days before the course’s start date. All registered participants will receive a 100% tuition refund. No fees will be charged for canceled courses. Individual Cancellation – Refund Policy Prospective participants who withdraw at least 10 days prior to the start of a course will receive a full refund of tuition paid. Contact Us For more information, or to speak with a program adviser, please send an email to execedinfo@wfu.edu. Meet the Faculty Ged King Wake Forest University Wake to What’s Next Contact Us