(4-6 hours per module)
Make sense of digital marketing and apply your knowledge through practical assignments.
- Learn from compelling videos and reading materials
- Join faculty and peers during live webinars
- Rethink your approach to digital marketing
Learn marketing tactics and tools to flourish in the digital jungle
It’s a jungle out there in the digital marketing world. Tools, tactics, channels and devices are proliferating, while connected customers are clicking their way along personalized journeys to new products and services. Need some help to find your way around?
Meet your guide
Digital Marketing Fundamentals is brought to you by IMD’s Professor Goutam Challagalla. He’s been guiding people in strategic roles at international B2B and B2C companies for 30 years.
He’s passionate about digital marketing and loves untangling it into practical learning journeys for people like you.
Goutam has worked in a multitude of sectors, including life sciences, agribusiness, technology, manufacturing, chemicals, telecom, healthcare, FMCG, and professional services. That means your program materials are based on new ideas, insights and research from the real world. Plus, you get to pick Goutam’s brain during live webinars.
60 seconds with Goutam
Watch Goutam talking about strategy and marketing in the digital age.
Why make this journey?
Thanks to your Digital Marketing Fundamentals adventure, you will:
- Understand how digital has revolutionized marketing through real-world case studies
- Familiarize yourself with key concepts
- Know what makes content marketing successful
- Recognize the power of using marketing data, artificial intelligence and customer insights strategically
- Take away tips and tools, including a framework for giving the best value to your customers
- Turn your new knowledge into action by working on practical assignments
What one of our participants says
The program helped refine my thinking about what matters in digital marketing and where to go first. It prompted interesting ideas and I gained useful, applicable insights and knowledge, which I’ve already used with a client.
Your five big steps
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.
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.
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.
Learn about content marketing and discover the role it plays. Apply best practices when creating different content for customers. Explore how successful advocacy can help spread your message and overcome barriers to adoption.
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.
Proof that you made it to the end
When you finish your Digital Marketing Fundamentals adventure, you’ll receive an IMD certificate. You can stop there or venture much further by combining this program with others and working towards the IMD Digital Excellence Diploma.
Let's get you started
Digital Marketing Fundamentals is an online, on-demand program, so you can begin learning with our top-ranked business school at your own pace, right now.