Post graduate program in Digital Marketing Strategy

The Post Graduate Program in Digital Marketing Strategy is a 10 month program, jointly offered by Northwestern University.

In order to cater to the needs of working professionals, the program is delivered in the blended mode, which does not require the participant to take any time off work. The content is covered through a combination of:

• 6-hour face-to-face classes at the Bridge School on either Saturday or Sunday, every weekend
• Online courses through the week; approximately 7 to 10 hours a week

There are five eight-week courses in the program.

1. Digital Marketing Overview
   • The digital marketing revolution and connectivity, capability and computerization
   • Big data and digital marketing
   • Managing the consumer journey in a non-linear world
   • Building an effective digital media strategy
   • Social media and its role in digital marketing
   • Digital customer service and becoming omnichannel

1. Consumer Insights
   • Given a set of qualitative data, generate high level consumer insight
   • Translate insight into a marketing strategy recommendation
   • Collect qualitative data
   • Given a marketing dilemma, evaluate the tradeoffs
   • Translate concepts from social science theory into real-life marketing problems
   • Draw implications from social science theory to solve marketing problems

1. Social Media and Content Curation
   • Build a comprehensive social media marketing plan

1. • • identify high value social communities
     • identify needs of a target market
     • develop digital content to engage with them
     • create a budget
     • develop KPIs and financial plans to sell plan to management

1. Marketing Measurement and Data
   • Understand the importance of audience understanding
   • Learn what metrics are available via digital marketing and how to utilize data to inform future planning and marketing optimization
   • How data-driven insight can be collected via digital technology and utilized to inform business evolution

1. Digital Marketing Leadership and Digital Disruption
   • Drive effective change management toward a digital strategy in a complex global environment
   • Understand organizational issues that can arise from implementing a digital strategy
   • Build solutions that integrate multiple perspectives within an organization
   • Implement change management within your organization, regardless of your title or level in your organization