8 weeks, excluding
6–8 hours per week,
The ability to investigate opportunities to create and capture value throughout
the customer journey.
An understanding of how value can be extracted from data, and insight into key digital marketing tools that can help inform evidence-based business decisions.
The knowledge needed to maximize value from owned media via search engine optimization (SEO), social media marketing, and paid media strategies.
A certificate of participation from the Yale School of Management Executive Education, formalizing your essential digital marketing skills and knowledge.
Professor K Sudhir
James L Frank Professor of Private Enterprise and Director of the Yale China India Insights Program, Yale School of Management
Professor Sudhir holds a PhD in Marketing from Cornell University. He joined the Yale School of Management as an Assistant Professor of Marketing in 2001. Sudhir became the James L Frank Associate Professor of Private Enterprise and Management in 2003, and a Professor of Marketing in 2006. His interest is in data-driven research and how this can help organizations capture and create value in the customer journey. He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.
Professor Jiwoong Shin
Professor of Marketing, Yale School of Management
Professor Shin has been at the Yale School of Management since 2004. He holds a PhD in Management Science from MIT. His research focuses on understanding why people engage in word of mouth, and he also looks at how firms can take advantage of this by encouraging word of mouth. His research has been published in the Journal of Marketing Research, Management Science, Marketing Science, among other publications. For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.
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