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MIT Sloan School of Management: Digital Marketing Analytics

Discover how digital channels can be leveraged to optimize marketing spend.

Discover how digital channels can be leveraged to optimize marketing spend.

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This course is offered by , an edX partner
6 weeks
6–8 hours per week
Starts May 1, 2024
Enroll by May 7, 2024
Instructor-paced
Instructor-led on a course schedule
6 weeks
6–8 hours per week
Starts May 1, 2024
Enroll by May 7, 2024
Instructor-paced
Instructor-led on a course schedule

About this Course

Digital technologies have reshaped marketing, leading to a drastic shift in the quality and quantity of information we can store, access, and analyze. This proliferation of data allows businesses to better understand and react to consumer patterns. However, it also increases the need to evolve measurement, planning, and implementation of their marketing activity. Companies require skilled professionals who are equipped to ensure optimal return on investment (ROI) for marketing spend, and to deliver valuable insights that drive better customer service.

The MIT Sloan Digital Marketing Analytics online short course unpacks how to leverage measurement and analysis within your digital marketing strategy. With a focus on analytics-based marketing, you will assess the latest applications of artificial intelligence, machine learning, and predictive modeling that will help drive ROI for campaigns.

Digital media and analytics tools have transformed traditional marketing theory and practice, making this course valuable to anyone working within the field or aspiring to a marketing career. This MIT Sloan digital marketing program is designed to give you the opportunity to close the gaps in your analytical knowledge and skills. If you’re involved in the field of marketing, this online course will help to supplement your level of expertise and offer an opportunity for career growth, or increase your attractiveness to potential employers. If you’re the owner of a small business, this program aims to help develop your ability to generate sales and improve revenue. This program is also aimed at validating the data analytics skills of established marketing professionals with an MIT Sloan digital certificate of completion.

Course curriculum

Skip Course curriculum

Learn digital marketing optimization techniques as you work through the weekly modules of this online course.

Orientation module: Welcome to your Online Campus

Module 1: Understanding the digital marketing channel mix

Module 2: Implementing integrated digital marketing

Module 3: Understanding predictive analytics and predictive marketing

Module 4: Interpreting data for predictive modeling

Module 5: Optimizing return on investment (ROI)

Module 6: The future of integrated digital marketing: video, mobile, and AI

About the certificate

Utilize data analytics to improve your digital marketing skills and earn an official digital certificate of completion from MIT Sloan.

This program also counts toward an MIT Sloan Executive Certificate, which you can earn upon completion of four programs where at least three of the four come from your chosen certificate track and at least one is completed in person. Find full details here.

Your certificate will be issued in your legal name and sent to you digitally upon successful completion of the program, as per the stipulated requirements.

Some facts about the subject

15%

The increase in website traffic from a consumer packaged goods company that started using data with AI to customize content and offer a more personalized experience.

MIT Sloan Management Review (Jun, 2019).

5 years

Data shows that, in eight weeks, we jumped five years forward in consumer and business digital adoption due to COVID-19 forcing many companies to digitize at least part of their business.

McKinsey (Oct, 2020).

Why choose GetSmarter?

GetSmarter, an edX partner, delivers career-relevant, fully supported, and expert-led online courses from the world's leading universities and institutions. As an online learning expert with over 15 years' experience, GetSmarter leverages long-standing expertise in market research, data analysis, and business insights to ensure that you gain the skills critical to career growth.