Online program

Digital Marketing Fundamentals

Rethink your approach to digital marketing.

Online program

Digital Marketing Fundamentals

Rethink your approach to digital marketing.

Location Online

Length 5 modules
(4-6 hours per module)

Fee CHF 950

Next program starts On demand

Certification Receive IMD certificate upon completion

Master the foundations of digital marketing

Digital Marketing Fundamentals is an on-demand online program that enables you to understand key digital marketing concepts and rethink your approach to digital marketing.

The program experience is specifically designed to:

  • Equip you with the latest insights and ground-breaking research in digital marketing.
  • Enable you to turn your knowledge into action through practical assignments and immediate takeaways.
  • Maximize your learning through a series of live webinars and real-time interaction with peers and expert faculty.

Offered on demand, this online program enables you to learn at your own pace from anywhere in the world.

You will obtain an IMD certificate upon completion of this program.

You can take this program as a standalone course or as part of the IMD Digital Excellence Diploma.

Discover how digital is transforming the marketing landscape.

Understand how to unearth and leverage customer insights.

Grasp the key success factors to win in content marketing.

Explore new approaches to segmentation.

Learn how to purposefully leverage marketing data and AI.

Get an innovative framework for achieving a quantum leap in value creation for your customers.

Is this program for you?

The Digital Marketing Fundamentals on-demand online program is designed for:

  • Non-marketing professionals eager to get the strategic foundations of digital marketing
  • Entry- to mid-level marketers willing to refresh their knowledge and skillset
  • Entrepreneurs and business owners looking for a high-level overview of digital marketing

 

Experience the program
The seven channels of insight generation – Watch a class excerpt.
Your online learning journey
Unit 1: Marketing Transformation through Digital
  • Explore how digital has transformed the role of marketing from passive to active.
  • Understand the new marketing DNA and how it has changed the way marketing is done.
Unit 2: Gaining and leveraging customer insights
  • Acquire an understanding of customer insights and their different levels, as well as the process of using data to generate insights on customer needs.
Unit 3: New approaches to segmentation
  • Learn about customer segments and the two different approaches to segmenting customers and markets.
  • Understand how data and analytics are changing traditional segmentation to hyper segmentation, or hyper targeting.
Unit 4: Content marketing & advocacy
  • Learn about content marketing and discover the roles it plays in marketing.
  • Apply best practices when creating different types of content for customers.
  • Explore how successful advocacy can help spread your message and overcome barriers to adoption.
Unit 5: Data, AI and marketing measurements
  • Understand how big data is impacting marketing and apply a framework to better utilize data in decision making.
  • Differentiate between data-based and intuition-based decision making and explore the capabilities and limitations of AI.

Learning toolkit

Videos & Readings
Quizzes & Discussion forums
Takeaways toolkit
Practical assignments

The program is designed to equip you with foundational knowledge of digital marketing, as well as introduce you to an innovative framework for achieving a quantum leap in value creation for your customers.

Read more

Goutam Challagalla Program Director

Join as a team

A team from the same company that enrolls for any of our online programs benefits from a special rate. We can also work with you to customize learning objectives to your team’s goals, enabling you to develop a common approach to your specific organizational challenges. Contact us to explore the best solution for you.

Next start & fee

Length: 5 modules (4-6 hours per module).

Start date: You can start the program anytime. Enroll and start your learning journey immediately.

Duration: You can complete the program at your own time and pace within a 12-month period. The program consists of 5 modules (4-6 hours’ work per module) and a series of live webinars.

Fee: CHF 950

All fees quoted are exclusive of any value-added or other indirect taxes that may be due in any country.
IMD reserves the right to modify the program dates, location, and fee at any time.

Discover IMD’s Online Programs

Discover IMD’s Online Programs

One step closer to joining the IMD Alumni Network

This program will bring you closer to achieving your IMD Alumni Status. Get ready to become part of our exclusive network of global business leaders.

One step closer to joining the IMD Alumni Network

This program will bring you closer to achieving your IMD Alumni Status. Get ready to become part of our exclusive network of global business leaders.

What would you like to learn?
Learn more about IMD