Program Experience

Highlights and Key Outcomes

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:

  • Digital Analytics
  • Digital Contagion: Making Products and Ideas Catch On
  • Generating Customer Demand through Digital Channels
  • The Economics of Digital Environments
  • Digital Experimentation
  • Influencer Marketing
  • Social Media Marketing

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

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

June 1 – 4, 2020Philadelphia, PA$9,375


Download the program schedule, including session details.

Download ScheduleApply Now

Hotel Information

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

International Travel Information »

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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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