Program Experience

Highlights and Key Outcomes

In Digital Marketing Strategies for the Digital Economy, you will learn to:

  • Identify how to use multiple digital channels to generate more customer demand
  • Create highly effective digital advertising campaigns
  • Leverage influencer and micro-influencers to help new products gain traction faster
  • Harness the latest trends in SEO, Google Adwords, social media, video, and more
  • Use digital analytics to measure returns from online marketing efforts
  • Manage your digital reputation through analyses of and strategies for online business and product reviews

Experience & Impact

This program begins by looking at the changing customer journey, exploring current digital channels, trends, technologies, and preferences. You will gain insights into the latest digital tactics, and how best to engage your customers and find new ones using SEO; search, display, and social media ads; social media and blog posts; retargeting; email; influencers; and more. Additionally, you will interact with Wharton’s top marketing faculty, as well as expert, world-class marketing practitioners who will share their expertise and real-world experience.

The program’s blend of new research findings, technologies, analytics, and best practices will provide you with an up-to-the-minute understanding of this quickly evolving field. Interactive lectures, small group discussions, case studies, and a simulation are designed to help you begin integrating what you learn immediately. You will leave equipped with knowledge and practical applications that can be incorporated into your existing marketing strategies, directly affecting consumer behavior.

Session topics include:

  • Generating Customer Demand through Digital Channels
  • Digital Analytics
  • Social Networks and Influencers
  • New Frontiers in Mobile Marketing
  • Digital Reputation Management

Convince Your Supervisor

Here’s a justification letter you can edit and send to your supervisor to help you make the case for attending this Wharton program.

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

Fluency in English, written and spoken, is required for participation in Wharton Executive Education programs unless otherwise indicated.


Participant Profile

Participants by Industry

Digital Marketing Strategies for the Digital Economy by Industry

Participants by Job Function

Digital Marketing Strategies for the Digital Economy participants by job function

Participants by Region

Digital Marketing Strategies for the Digital Economy participants by region


Plan your stay in Philadelphia

Plan Your Stay

This program is held at the Steinberg Conference Center located on the University of Pennsylvania campus in Philadelphia. Meals and accommodations are included in the program fees. Learn more about planning your stay at Wharton’s Philadelphia campus.


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.

Faculty


Raghura Iyengar

Raghuram Iyengar, PhDSee Faculty Bio

Academic Director

Miers-Busch, W’1885 Professor, Professor of Marketing; Faculty Director, Wharton Customer Analytics (WCA), The Wharton School

Research Interests: Pricing, social influence, social networks


Jehoshua Eliashberg

Jehoshua Eliashberg, PhDSee Faculty Bio

Sebastian S. Kresge Professor of Marketing; Professor of Operations, Information, and Decisions, The Wharton School

Research Interests: Marketing research, user-generated content, new product forecasting and planning models


Judd Kessler

Judd Kessler, PhDSee Faculty Bio

Associate Professor of Business Economics and Public Policy, The Wharton School

Research Interests: Experimental economics, public economics, behavioral economics, market design

Testimonials


I earned my Executive MBA from the Anderson School at UCLA back in 2003. Marketing has evolved so much in the last 13 years that I felt it was time to get an update. I set out to find a quality executive-level program from a school with a strong reputation for entrepreneurship and analytics and with a thought-leadership faculty — Wharton met all my requirements and was the only one who offered a program focused exclusively on digital marketing at the executive level.

Wharton’s program gave me tools to implement right away in my practice — both on the consulting and advising side, and the business (product) side. For example, it’s not unusual for people to think that digital marketing is SEO, CRM, and email marketing, to name a few. What they forget is that it’s not about your company or your product; it’s about the consumer experience.

Wharton’s faculty emphasized the importance of understanding the consumer and that a successful Facebook campaign, for example, should not be measured by how many likes you got. Instead, success should be measured against conversion — how many consumers actually purchased your product and had a positive experience. This is how you build lifetime value for your brand. Having gone through this program at Wharton, I now have the resources to defend and build this understanding with clients and management.

In my opinion, one of the strengths of Silicon Valley is that it attracts talent from different backgrounds and experiences. We had that same diversity at Wharton — with people from different industries and geographic areas, including the Middle East, India, Latin America, and from across the country. This resulted in rich discussions and enhanced learning.

Another aspect of the program that I enjoyed was that the lectures were well-balanced between hard data, real life, and the faculty’s own current examples. I already have recommended this program to others. I would love to see Wharton offer it here in San Francisco. I believe there would be a lot of demand since there are no other programs offering anything quite like it."

Ana HoryCEO / Founder, Enlucem, a San Francisco-based consultancy that advises start-ups in the cannabis space

Date, Location, & Fees

Session Information TBD


Download the program schedule, including session details.

Download Schedule

Hotel Information

Fees for this on-campus program include accommodations and meals. Prices are subject to change.

International Travel Information »

Plan Your Stay »


Contact Us

Schedule a personalized consultation to discuss your professional goals:

 +1.215.898.1776

 execed@wharton.upenn.edu

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