Wharton Executive Education Offers New Program on Digital Marketing Strategies

Digital Marketing Strategies for the Digital Economy puts focus on business models, not tools

June 8, 2016

Philadelphia, PA: The first online ad appeared more than twenty years ago way back in 1994, yet still today many companies and their senior leaders remain apprehensive about digital marketing. A new Wharton Executive Education program at the University of Pennsylvania aims to change that.

Digital Marketing Strategies for the Digital Economy was designed for executives who feel overwhelmed by the myriad marketing options available, and are unsure of how to proceed with a digital marketing strategy that will yield meaningful financial returns. The program will strengthen their understanding of digital marketing and the digital economy, distilling key concepts that can be put to use immediately to advance their current business models.

Digital Marketing Strategies is led by Wharton Marketing Professor David Bell. He is also an author and a world-renowned expert on digital marketing and the digital economy. Bell developed Wharton’s first MBA and undergraduate courses on digital marketing and online commerce, and brings the same rigorous, data-driven approach to this new executive education program.

For executives in industries such as financial services, health care, and consumer packaged goods who have not traditionally had to consider a serious digital strategy, the program will demystify digital marketing, providing an invaluable road map for navigating today’s rapidly changing digital terrain. For experienced marketers, the program will bring a new level of clarity and insight to marketing theory and practical application for measurable results.

Digital Marketing Strategies is uniquely focused on the development of a broader understanding and strategic perspective that integrates digital marketing into an organization’s value proposition. “This is not a program about Facebook, Snapchat, Twitter, and Periscope,” says Bell. “Tools will come and go, and we will discuss current and emerging channels. But just because there are many levers available doesn’t mean you should pull them all. We will put these tools into a meaningful context that supports and sustains a digital business strategy.”

Digital Marketing Strategies for the Digital Economy will be offered at Wharton’s Philadelphia campus Dec. 5–8, 2016. To enroll, or for more information, please visit the website, or contact Wharton Executive Education at +1.215.898.1776 or execed@wharton.upenn.edu.

About the Wharton School

Founded in 1881 as the first collegiate business school, the Wharton School of the University of Pennsylvania is recognized globally for intellectual leadership and ongoing innovation across every major discipline of business education. With a broad global community and one of the most published business school faculties, Wharton creates economic and social value around the world. The School has 5,000 undergraduate, MBA, executive MBA, and doctoral students; more than 13,000 participants in executive education programs annually; and a powerful alumni network of 98,000 graduates.

Media Contact

Eleena de LisserDirector of Marketing CommunicationsAresty Institute of Executive Education
The Wharton School
University of Pennsylvania
+1.215.898.7239 execed-pr@wharton.upenn.edu