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Exec-ed courses to help you grasp the basics of digital marketing

SOURCE: Paul ELLIS / AFP
An ongoing pandemic and tighter budgets have not stopped businesses from paying large sums of money for digital marketing expertise.


By Shekinah Kannan 

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Did you know that global digital ad spend will reach 389 billion US dollars this year? According to eMarketer, this number will rise to US$526.17 billion by 2024. Despite an ongoing pandemic and tighter budgets across industries, companies are still willing to pay for digital marketing. 

This is hardly surprising. Many of today’s consumers are going online — and turning to Google — to research products or services before making purchases. This includes vetting reviews left of previous buyers.

Many are also going online to shop for their daily essentials. E-retail revenues are projected to grow to US$5.4 trillion in 2022, according to Statista.

That said, budding entrepreneurs and aspiring marketers will need to roll with the times to succeed.

To start, they’ll need to know what digital marketing entails. Digital marketing typically refers to various marketing campaigns on display through mobile phones, computers, tablets, and other digital devices. It takes many forms. From online video, display ads to social media posts – individuals encounter several types of digital marketing daily.

So, if you’re an entrepreneur or a small business owner who is hands-on with various operations of your business, you’ll need to know how to grow your business’ online presence through the fundamentals of digital marketing.

While there are many free online courses available, an executive education programme could be a better option if you’re looking for something more structured. Executive education courses are top-tier management training that can be achieved in a timely fashion.

Many high-ranking universities are offering comprehensive programmes for aspiring digital marketing mavericks. If you would like to be one of them, here are three executive education programmes that will help you grasp the fundamentals of digital marketing in due time:

Professional Certificate in Digital Marketing by Imperial College Business School

Are you looking to understand customer psychology and segmentation? Then this is the programme for you.

In just 21 weeks, online learners will be equipped with in-demand skills that growing organisations are after today. They will spend a fair amount of time participating in hands-on experiences that will teach them about analytics, along with the tools and technologies that can be used to attract consumers.

Mastering Digital Marketing by London Business School 

This three-month certification was designed for experienced traditional marketers looking to learn the latest digital methods; non-marketing leaders who wish to keep up with trends; early-career marketers who need broader capabilities; and non-markerting professionals vying for a career switch.

The course will touch on mobile advertising, digital consumer behaviour, search engines, B2B selling techniques, among others.

Digital Marketing Intensive by Columbia Business School 

For a more comprehensive model, this six-month programme is the way to go.

This course is offered entirely online, targeting marketers interested in expanding their skillset and professionals looking to fast-track a career in digital marketing.

It also provides an in-depth overview of the topic and its tools — from display advertising, search engine marketing, and social media and influencer marketing to the impact of artificial intelligence and automation.