Fundamentals of Digital Marketing, Social Media, and e-Commerce

Companies like Facebook and Uber have dramatically changed how we interact and get from point A to B. The digital economy is constantly evolving, challenging businesses and social institutions to adapt. Whether you’re an investor, manager, or student, you need innovative strategies to navigate this new environment.

Fundamentals of Digital Marketing, Social Media, and E-Commerce will equip you with real-world principles of digital marketing that will become an essential part of your professional arsenal. This course, taught by Wharton Marketing Professor Ron Berman, is designed to help you understand the new online-offline environment. You’ll learn the insights and skills necessary to succeed in digital, social media, and e-commerce marketing.

Course Modules:

1. Designing a Digital Marketing Strategy

   • Understand the principles and framework of creating a robust digital marketing strategy.
   • Explore business models, consumer interactions, and their translation into income streams.

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.

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.

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.

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 e-commerce techniques.
• Market yourself and your products more effectively.