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Digital Marketing Strategies for the Digital Economy

Program Overview

The marketing playbook has been rewritten. As consumers and businesses alike buy products and services differently, the skills and tools you need to reach them are continuously evolving. This new playbook presents both a challenge and an exciting opportunity.

Digital Marketing Strategies for the Digital Economy explores the latest emerging commerce and social media technologies, helping you understand and embrace current disruptive innovations in marketing. We focus first on the fundamentals of digital marketing — the behaviors we aim to shape — and then on strategies and tactics required. Our faculty will distill this knowledge into actionable strategies you can start using immediately to engage your customers and gain substantial returns.

Read more about the Experience & Impact »

Digital Marketing Program Highlights & Benefits

  • Explore the fast-paced evolution of marketing strategy
  • Examine emerging trends and discover how they can be incorporated into existing marketing strategies
  • Acquire a road map for navigating the digital terrain to engage your customers
  • Gain a deeper understanding of the possibilities for digital technologies to transform your marketing’s execution

Contact Us

Schedule a personalized consultation to discuss your professional goals:

+1.215.898.1776  

December 5 - 8, 2016$8,600

Philadelphia, PA

Download the program schedule, including session information and other program details.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change.

Featured Video

“Many firms don’t have a cohesive strategy; they just start pulling levers and experimenting with various tactics. But just because you have new levers to pull doesn’t mean you should.”

Professor David Bell on Digital Marketing Strategies for the Digital Economy

Still considering your options? View programs within Marketing & Sales or use our Program Finder.

Experience & Impact

In this program, you will examine the evolution of digital marketing, including changes in both the customer/consumer decision journey and how customers are interacting with both businesses and each other. You will then begin exploring at what point on the decision journey it makes sense for you to interact. With that understanding, the right channel will be evident. It is a reversal of the common practice of choosing a channel — whether it’s on social media, email, or blogs, for example — and then using it to try to reach your customer.

You will gain insight into today’s greatest marketing challenges: how to offer a cohesive experience both online and offline, and how to create content that authentically engages your customers, who, in turn, will create their own content that drives the next generation of customers. Additionally, you will have a tremendous opportunity to interact with Wharton’s top marketing faculty, as well as expert, world-class marketing practitioners who will share share their expertise and real-world experience.

The program will leave you with a new proficiency and understanding of the digital economy — and you’ll return to your workplace equipped with the marketing knowledge and practical applications you need to initiate successful digital marketing that directly affects consumer behavior.

Session topics include:

  • New Business Models in the Digital Economy
  • Reputation and Reviews: Online Advertising
  • Emotions and Digital Advertising
  • Neuroscience and Digital Decision Making
  • Digital Analytics
  • Viral Marketing and Contagion

Who Should Attend

Digital Marketing Strategies for the Digital Economy is for marketing executives and non-marketers alike who need a deeper understanding of how digital marketing can effectively target customers and activate buying behavior. It is designed to help executives advance their abilities to develop, plan, and execute marketing strategy within the digital economy.

This program will be particularly beneficial to executives in legacy or traditional industries and companies born before the advent of the digital economy, such as those in pharmaceuticals, financial services, retail, consumer packaged goods, manufacturing, and heavy industry, that need to find effective ways to market their goods and services online.

Executives in marketing roles as well as entrepreneurs and start-up founders who are seeking to integrate their business into the digital economy will gain a better understanding of the digital marketing space and hone their e-commerce and social media proficiencies. Additionally, for executives who work in companies or organizations that have not yet made a strong commitment to or investment in digital marketing but wish to do so, this program will provide an excellent immersion in the relevant marketing tools and tactics that are deployed in effective digital marketing campaigns.

Job titles may include Director, VP, SVP, Managing Director, CMO, and related executive titles in the following roles:

  • Web strategy or online strategy development
  • Marketing, new media, digital marketing
  • Content strategy, content development
  • Online marketing
  • Social media

 

Group Enrollment

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants.

Plan Your Stay

Faculty

David Bell, PhDSee Faculty Bio

Academic Director

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing, The Wharton School

Research Interests: E-commerce, traditional retail, consumer shopping behavior

Jonah Berger, PhDSee Faculty Bio

Associate Professor of Marketing, The Wharton School

Research Interests: Consumer decision making, social contagion, social influence, viral marketing

Ron Berman, PhDSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

Research Interests: Online marketing, entrepreneurship, marketing analytics, search engine marketing, game theory, industrial organization

Kartik Hosanagar, PhDSee Faculty Bio

Professor of Operations, Information, and Decisions, The Wharton School

Research Interests: Internet advertising, internet marketing and media

Gideon NaveSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

Research Interests: Computational neuroscience, cognitive psychology, game theory, machine learning

Rom Y. Schrift, PhDSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

Research Interests: preference formation and choice, consumer’s decisional conflict and effort in choice, empathy and social influence

Jerry Wind, PhDSee Faculty Bio

Lauder Professor, Academic Director, The Wharton Fellows Program Director, SEI Center for Advanced Studies in Management, Professor of Marketing, The Wharton School

Research Interests: Global marketing strategy, marketing-driven corporate strategy, new product and business development

Patti Williams, PhDSee Faculty Bio

Ira A. Lipman Associate Professor of Marketing, The Wharton School

Research Interests: Consumer decision-making, emotional and attitudinal ambivalence, the persuasive effects of emotion

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