Integrate the latest digital marketing measurements, analysis, and technology into your marketing strategy.
6 weeks, excluding
orientation
6–8 hours per week,
entirely online
Weekly modules,
flexible learning
Earn a digital
MIT Sloan certificate
1
The tools to develop a comprehensive digital marketing optimization strategy for a marketing campaign, including creating a predictive model using analytics tools.
2
The ability to take advantage of the latest developments in data analytics, digital advertising, and predictive modeling to increase your digital marketing reach and optimize your ROI.
3
An in-depth understanding of the value of integrated marketing and how digital channels can be leveraged to optimize marketing spend.
Over the duration of this online program, you’ll work through the following modules:
Module 1 Understanding the Digital Marketing Channel Mix
Gain insight into the various digital channels driving marketing spend and the integrated nature of digital marketing.
Module 2 Implementing Integrated Digital Marketing
Gain experience and insight into certain available digital marketing analytics tools and use these tools to interpret campaign performance.
Module 3 Understanding Predictive Analytics and Predictive Marketing
Understand the importance of predictive analytics and its role across digital marketing channels.
Module 4 Interpreting Data for Predictive Modeling
Understand what is involved in creating a predictive model before implementing these predictive analytics techniques across digital marketing channels.
Module 5 Optimizing Return on Investment (ROI)
Work with marketing campaign data across multiple channels and learn to optimize certain marketing strategies for optimal performance and ROI.
Module 6 The Future of Integrated Digital Marketing: Video, Mobile, and AI
Explore the current and future application of AI and machine learning in digital marketing, and the cutting edge of video and mobile marketing.
Please note that module titles and their contents are subject to change during course development.
Sinan Aral
David Austin Professor of Management, Marketing, IT and Data Science, MIT; Director, MIT Initiative on the Digital Economy; Founding Partner, Manifest Capital
Author of the new book The Hype Machine, Aral explores how social media is disrupting our businesses, politics, and public health. He was the chief scientist at SocialAmp, one of the first social commerce analytics companies (until its sale to Merkle in 2012), and at Humin, a social platform that the Wall Street Journal called the first “social operating system” (until its sale to Tinder in 2016). He is currently a founding partner at Manifest Capital and on the advisory board of the Alan Turing Institute, Britain’s national institute for data science, in London. Aral has worked closely with Facebook, Twitter, Snapchat, Airbnb, Yahoo, Jet.com, Microsoft, IBM, Intel, Cisco, Oracle, SAP, and many other leading Fortune 500 firms on realizing business value from big data analytics, social media, and IT investments. He is a Phi Beta Kappa graduate of Northwestern University, holds master’s degrees from the London School of Economics and Political Science and Harvard University, and received his PhD from MIT.
“This class was so good. I decided to sign up for another. The assignments were very engaging, and the weekly workload was not only clearly communicated, but it was also accurate. This allowed me to plan my time for studying and assignments effectively. I am still amazed at how much I learnt in just six weeks.”
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