MIT Sloan School of Management
Digital Marketing Analytics Online Short Course
Explore how to maximize marketing expenditure by utilizing digital channels.
Start date
19 February 2025
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Course overview
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).
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)
Duration: 6 weeks (excluding orientation)
The advent of digital technologies has fundamentally altered the landscape of marketing, greatly expanding the amount and quality of data that can be collected, analyzed, and accessed. This wealth of information gives businesses unprecedented opportunities to better comprehend and respond to consumer behavior. However, this abundance of data also necessitates companies reevaluating their measurement, planning, and implementation strategies to remain competitive. To do so, businesses require qualified professionals to help maximize their marketing activities' return on investment (ROI) and provide valuable insights that improve customer service.
The MIT Sloan Digital Marketing Analytics online short course explores how to effectively leverage measurement and analysis within the technological facets of a marketing strategy. Participants will gain an understanding of the latest techniques and applications of machine learning, artificial intelligence, and predictive modeling to boost campaign ROI.
Digital marketing courses are well-suited for business owners and managers who wish to use data to make more informed decisions about their marketing efforts. With a focus on data-driven marketing, this course will give you the skills needed to remain competitive in a rapidly changing industry.
Is this course for you?
The advancement of digital media and marketing analytics tools has revolutionized conventional marketing practices, making this online course highly valuable for individuals working in the field or pursuing a marketing career. Regardless of your experience level, this course equips you with the necessary skills and knowledge to thrive in today's business environment.
The MIT Sloan School of Management has developed a marketing analytics online program to help you address any gaps in your analytical knowledge and digital skills. If you're involved in marketing, this online course enhances your expertise, expands your career opportunities, and boosts your appeal to prospective employers. For small business owners, this program aims to improve sales generation and revenue growth. The program also provides established marketing professionals with an MIT Sloan digital certificate of completion, which validates their data analytics proficiency.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
The advent of digital technologies has fundamentally altered the landscape of marketing, greatly expanding the amount and quality of data that can be collected, analyzed, and accessed. This wealth of information gives businesses unprecedented opportunities to better comprehend and respond to consumer behavior. However, this abundance of data also necessitates companies reevaluating their measurement, planning, and implementation strategies to remain competitive. To do so, businesses require qualified professionals to help maximize their marketing activities' return on investment (ROI) and provide valuable insights that improve customer service.
The MIT Sloan Digital Marketing Analytics online short course explores how to effectively leverage measurement and analysis within the technological facets of a marketing strategy. Participants will gain an understanding of the latest techniques and applications of machine learning, artificial intelligence, and predictive modeling to boost campaign ROI.
Digital marketing courses are well-suited for business owners and managers who wish to use data to make more informed decisions about their marketing efforts. With a focus on data-driven marketing, this course will give you the skills needed to remain competitive in a rapidly changing industry.
Is this course for you?
The advancement of digital media and marketing analytics tools has revolutionized conventional marketing practices, making this online course highly valuable for individuals working in the field or pursuing a marketing career. Regardless of your experience level, this course equips you with the necessary skills and knowledge to thrive in today's business environment.
The MIT Sloan School of Management has developed a marketing analytics online program to help you address any gaps in your analytical knowledge and digital skills. If you're involved in marketing, this online course enhances your expertise, expands your career opportunities, and boosts your appeal to prospective employers. For small business owners, this program aims to improve sales generation and revenue growth. The program also provides established marketing professionals with an MIT Sloan digital certificate of completion, which validates their data analytics proficiency.
What will set you apart
Hands-on experience in applying marketing analytics tools and techniques to real-world marketing problems
An understanding of the potential and current application of machine learning and artificial intelligence for marketing online
The ability to recommend ROI-optimization strategies for marketing efforts and to optimize marketing campaigns
A digital-focused marketing strategy plan for an efficient campaign optimization that is grounded in consumer data and researchCourse curriculum
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
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What past students
think
Aubrecia Houston
Strategy Manager, Verizon
This class was so good. I decided to sign up for another. The assignments were very engaging, and the weekly workload was not only clearly communicated, but it was also accurate. This allowed me to plan my time for studying and assignments effectively. I am still amazed at how much I learnt in just six weeks.
Faculty Director
Sinan Aral
David Austin Professor of Management, Marketing, IT and Data Science, MIT; Director, MIT Initiative on the Digital Economy; Founding Partner, Manifest Capital
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.
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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.
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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 visit your Account page here.
