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 the 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.

Program Experience

Program Highlights & Benefits

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

  • 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 execution

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 both with 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 social media, email, or blogs, for example — and then using it to try to reach your customers.

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 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
  • Personality Targeting in a Digital World
  • Digital Analytics
  • Digital Contagion: Making Products and Ideas Catch On
  • Navigating Digital Disruption: Innovation Management in the Digital Economy

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.


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.

Participant Profile

Participants by Industry

Digital Marketing Strategies for the Digital Economy

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

Faculty


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


Saikat Chaudhuri, DBASee Faculty Bio

Adjunct Associate Professor of Management; Executive Director, Mack Institute for Innovation Management, The Wharton School

Research Interests: Mergers and acquisitions, organizational adaptation, outsourcing, technological innovation


Kartik Hosanagar, PhDSee Faculty Bio

John C. Hower Professor; Professor of Operations, Information, and Decisions, The Wharton School

Research Interests: Internet advertising, internet marketing, and media


Gideon Nave, PhDSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

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


Rom 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

The Lauder Professor Emeritus of Marketing; Academic Director, The Wharton Fellows Program; The Wharton School of the University of Pennsylvania

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


Pinar Yildirim, PhDSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

Research Interests: Media, advertising, industrial organization, social networks, social media, news media, privacy, political economy, open innovation

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

Dates, Cost, & Location

June 17 - 20, 2019Philadelphia, PA$9,100

December 3 - 6, 2019Philadelphia, PA$9,100


Download the program schedule, including session details.

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Logistics Information

Tuition for this program includes lodging and most meals. Prices are subject to change.

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Contact Us

Schedule a personalized consultation to discuss your professional goals:

 +1.215.898.1776

 execed@wharton.upenn.edu

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