Northwestern Medill
MarTech Strategy: Leveraging Data and Technology in Marketing
Get ready for the future of marketing.
Starting soon
Start date
18 September 2024
Enroll by 10 September 2024
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Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
7–9 hours per week
Self-paced learning online
Course overview
The percentage of global CEOs who recognize marketing as a major driver behind company growth and development.
McKinsey (Mar, 2020)
The percentage by which the marketing technology landscape has grown from 2019 to 2020, with a total of 8,000 MarTech solutions now available.
Chiefmartec (Nov, 2020)
Duration: 6 weeks (excluding orientation)
The proliferation of digital technology in the marketing sector has necessitated a more holistic, cohesive and collaborative approach to marketing technology. Progressive businesses now recognize the value of integrating marketing efforts with cutting-edge technology to create an unbroken customer journey and bolster their marketing goals. However, the growing popularity of MarTech tools poses a risk of overwhelming users, leading to ineffective and costly usage. Therefore, professionals must approach their MarTech strategy with a comprehensive understanding of exploiting MarTech within their specific context. Human insight and oversight play a crucial role in ensuring the successful implementation of the MarTech stack.
The MarTech Strategy: Leveraging Data and Technology in Marketing online short course from Medill at Northwestern University teaches the six critical elements of MarTech: advertising and promotion, content and experience, data and infrastructure, commerce, and sales, customer relationship management and governance. The course also provides insights from current case studies and industry experts. Over six weeks, you will learn how to combine and utilize the potential of MarTech within your organization's MarTech stack. Finally, you will apply your knowledge to create an innovative, customized, forward-thinking MarTech business roadmap.
Is this course for you?
The MarTech Strategy: Leveraging Data and Technology in Marketing online short course is specifically designed for professionals who recognize the importance of a holistic understanding of marketing technology and its impact on an organization's financial performance. Whether you're a marketing professional or a senior business leader, this course equips you with essential skills to leverage dynamic marketing strategies, boost business growth and enhance the customer experience. For advertising professionals, this course is a crucial starting point toward becoming a proficient marketing technologist. The course offers expert insights, practical templates and tools for technology professionals to solve real-world business challenges using dynamic marketing strategies.
Course overview
Course Introduction
Duration: 6 weeks (excluding orientation)
The proliferation of digital technology in the marketing sector has necessitated a more holistic, cohesive and collaborative approach to marketing technology. Progressive businesses now recognize the value of integrating marketing efforts with cutting-edge technology to create an unbroken customer journey and bolster their marketing goals. However, the growing popularity of MarTech tools poses a risk of overwhelming users, leading to ineffective and costly usage. Therefore, professionals must approach their MarTech strategy with a comprehensive understanding of exploiting MarTech within their specific context. Human insight and oversight play a crucial role in ensuring the successful implementation of the MarTech stack.
The MarTech Strategy: Leveraging Data and Technology in Marketing online short course from Medill at Northwestern University teaches the six critical elements of MarTech: advertising and promotion, content and experience, data and infrastructure, commerce, and sales, customer relationship management and governance. The course also provides insights from current case studies and industry experts. Over six weeks, you will learn how to combine and utilize the potential of MarTech within your organization's MarTech stack. Finally, you will apply your knowledge to create an innovative, customized, forward-thinking MarTech business roadmap.
Is this course for you?
The MarTech Strategy: Leveraging Data and Technology in Marketing online short course is specifically designed for professionals who recognize the importance of a holistic understanding of marketing technology and its impact on an organization's financial performance. Whether you're a marketing professional or a senior business leader, this course equips you with essential skills to leverage dynamic marketing strategies, boost business growth and enhance the customer experience. For advertising professionals, this course is a crucial starting point toward becoming a proficient marketing technologist. The course offers expert insights, practical templates and tools for technology professionals to solve real-world business challenges using dynamic marketing strategies.
What will set you apart
Key marketing technology insights and the knowledge to apply your skills to real-time business challenges. 
An understanding of the need for a strategic approach when selecting a technological tool or solution.
The knowledge to combine and leverage MarTech stack capabilities and develop a dynamic marketing strategy for your organization.
An in-depth understanding of the six components of MarTech and how these promote greater organizational goals.
Unlimited access to edX’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
Dynamic advertising and promotion
Module 2
Using MarTech for content distribution and customer experience
Module 3
MarTech data and infrastructure
Module 4
E-commerce and digital sales enablement
Module 5
Dynamic customer relationship management systems and technologies
Module 6
MarTech management and governance
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Academic Director
Frank Dudley
Lecturer, Medill at Northwestern University
About the certificate
Cultivate a strategic mindset toward investing in MarTech and earn an official certificate of completion from Medill at Northwestern University.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you will need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
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Read more about GetSmarter here and edX here.
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Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
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GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
