Yale School of Management’s online marketing program runs for eight weeks, takes place entirely on the web, and treats digital marketing as a strategic discipline rather than a set of isolated tactics. It spans paid, owned, and earned channels, pairs that coverage with applied analytics, and ends with a Certificate of Participation issued by Yale SOM.
The program was put together to hold two things at once: the analytical depth expected from a top business school, and techniques that managers and practitioners can put to work almost immediately.
You learn how to map the customer journey and identify value creation points using frameworks that connect marketing to broader business strategy.
Participants work with data, dashboards, and structured tests, learning to spot openings and to check whether a marketing decision actually holds up.
Paid, owned, and earned media are treated together, with attention to how these channels should be sequenced along the customer journey.
The teaching comes from professors who pair current academic research with a working understanding of consumer behavior and digital strategy.
Participants who complete the requirements receive a Certificate of Participation from Yale School of Management Executive Education.
The frameworks come from well-regarded faculty and are grounded in research, which raises the quality of strategic thinking rather than just adding techniques.
The insistence on data and testing as the basis for decisions is what makes the material usable inside a real business.
Weekly releases studied at your own pace suit professionals who cannot commit to fixed class times.