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Program Experience
The internet and related technologies exert a profound influence on how business and social institutions evolve. Companies like Facebook, LinkedIn, and Uber have dramatically changed how we interact, communicate, and travel. In a matter of years, Amazon and Google have forever changed the way we shop and consume information. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and thrive in this new environment.
This course, designed to teach students the fundamentals of internet marketing, is organized around four broad themes, and we will use relevant theory and analysis, with practical examples, to develop our key learning points.
Highlights and Key Outcomes
Participants will learn how to:
- Apply new models to increase profitability in business and e-commerce
- Utilize effective social media and digital marketing tactics
- Implement real-world digital marketing and ecommerce techniques
- Market yourself and your products more effectively
Experience and Impact
Module 1: Designing a Digital Marketing Strategy
- Understand the principles and frameworks of creating a robust digital marketing strategy
- Explore business models, consumer interactions, and their translation into income streams
Module 2: New Business Models
- Delve into various online business models and their applications
- Study network effects and freemium pricing strategies to enhance customer engagement and revenue
Module 3: Tools and Principles
- Gain insights into essential digital marketing tools and principles
- Learn about email marketing, social media marketing, and display advertising to make informed decisions
Module 4: Metrics and Optimization
- Focus on the importance of metrics in digital marketing
- Learn to measure and optimize the performance of your marketing campaigns using various techniques
Who Should Attend
- Business professionals seeking to enhance their digital marketing and e-commerce expertise
- Entrepreneurs aiming to leverage social media and digital tools to grow their businesses
- Marketing managers and strategists looking to design robust digital marketing strategies
- Students and professionals eager to understand and apply innovative business models in the digital economy
- Investors interested in exploring trends and opportunities within e-commerce and digital markets
- Individuals aiming to improve their understanding of metrics, optimization, and campaign performance
- Professionals seeking practical insights into email marketing, social media marketing, and display advertising
- Anyone looking to effectively market themselves or their products in the evolving digital landscape
Group Enrollment
To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.
Faculty
Ron Berman, PhDSee Faculty Bio
Associate Professor of Marketing, The Wharton School
Research Interests: Online marketing, entrepreneurship, marketing analytics, search engine marketing, game theory, industrial organization
