Digital Marketing

Digital Marketing—Strategy, Analytics, and AI

Increase the ROI of your digital marketing spend by learning the latest in digital search, display, social, and mobile strategies, tactics, and analytics. 

This course runs every fall. Dates subject to change.

About This Program

To learn more about this program, download the brochure or reach out to Carol Roecklein at croeckle@umn.edu or at (612) 625-5412.

Digital platforms have the potential to help marketers understand and connect with customers in entirely new and innovative ways. Game-changing digital marketing strategies and tactics continuously emerge, empowered by the vast amounts of data about product life-cycles and consumer behavior. Yet most marketers are only just beginning to apply the strategies and the analytics required to maximize value from digital marketing. To remain competitive and optimize marketing spend, organizations and their marketers must now understand and thoughtfully leverage these new digital tools and techniques.

 

Audience

Marketing leaders and professionals

 

Key Benefits

In this hands-on interactive course marketing leaders will:

  • Increase your omni-channel marketing efficacy by learning the latest in digital search, display, social and mobile strategies, tactics and analytics
  • Enhance your digital marketing attribution ability and optimize your marketing budget across channels
  • Explore how to develop mobile as channel and thoughtfully address privacy concerns
  • Learn practical, value-add approaches to enhance growth strategies (e.g. how to cost-effectively expand client bases, speak directly to target markets)
  • Understand how to select and focus on the metrics that drive higher marketing ROI
  • Choose the right social media platform to meet specific objectives, including creating social contagion and product diffusion
  • Learn how to find hidden insights from your marketing actions using predictive analytics
  • Understand how to design optimal referral marketing campaigns
  • Learn how to fold consumers into the product design process using open innovation
  • Learn how to better leverage your digital agency by being analytically informed and understanding what questions to ask
Program Details
Cost: $4500.00

A course that's a perfect blend of marketing best practices and the measurement of them. You will leave Carlson with a road map of "can do's" and "how to's" that will better position your marketing and data teams for what's next in digital marketing.

– BRAND MARKETING MANAGER, JEWELERS MUTUAL INSURANCE COMPANY

Digital Marketing is a great course! I now know more about what is emerging in this space. I feel I am both prepared to lead my organization in digital strategy, execution and measurement.

– Director of Marketing / Michael Foods, Inc.

Digital Marketing - Strategy, Analytics, and AI

Most marketers are only just beginning to apply the strategies and the analytics required to maximize value from digital marketing. To remain competitive and optimize marketing spend, organizations and their marketers must now understand and thoughtfully leverage these new digital tools and techniques.

Additional Details

 

Day 1

Day 2

Day 3

Morning

Omni-Channel Marketing Frameworks

Fundamentals of Search and Display

Social Listening and Analytics

Leveraging the Mobile Ecosystem

Targeted Marketing Using Predictive Analytics

Afternoon

Maximizing Returns from Social and Referral Marketing

Marketing Attribution Models

Digital Marketing Best Practices Workshop

Open Innovation Based Product Strategies

Program Conclusion: Toolkits and Lessons Learned

Schedule subject to change.

Faculty
Ravi Bapna
Curtis L. Carlson Chair in Business Analytics and Information Systems; Associate Dean for Executive Education, Academic Director, Carlson Analytics Lab
Anindya Ghose
Heinz Riehl Professor of Business; Professor of Information, Operations, and Management Sciences and Professor of Marketing, New York University
Contact Carol Roecklein
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