Gain the ability to adapt strategically to an evolving digital media landscape.
6 weeks, excluding
orientation
6–8 hours per week,
self-paced learning online
Weekly modules,
flexible learning
Create an effective, adaptable digital strategy for your business
Validate your digital media skills as a marketing professional and learn new, resilient strategies for diverse media landscapes
Move into the digital marketing space from an adjacent field and gain formal skills
1
Practical knowledge of timeless marketing principles that combine with an integrated, audience-first approach to media strategy.
2
The ability to adapt to the ongoing changes in the digital media landscape, allowing you to anticipate new challenges and deliver on marketing objectives.
3
A working digital media investment strategy based on an informed understanding of the advantages and opportunities presented by various approaches and different marketplaces.
Over the duration of this online short course, you will work through the following modules:
Module 1
Digital Marketing and Media Strategy
Gain an understanding of what is timeless and timely in the sphere of digital marketing and media strategy.
Module 2
The Media Landscape: Evolutions, Economics and the Existential Crisis
Explore the continuous evolution of the media landscape and the forces driving transformative change in digital marketing and media strategy.
Module 3
The Foundations of Strategy: Leverage Consumer Insights
Unearth meaningful insights about consumers by studying their media habits at the individual, community and cultural level.
Module 4
Building the Digital Media Strategy: From Objectives to the Plan
Examine strategies to arrive at a recommended course of action to ensure that the digital media strategy achieves marketing objectives and key performance indicators (KPIs).
Module 5
Measuring Your Strategy: Setting KPIs and Measuring Outcomes
Gain insight into methodologies for measuring audience behavior to determine efficient, effective and ethical approaches for measuring value return.
Module 6
Digital Media Investment Strategy
Become a strategic investor across digital media marketplaces.
Please note that module titles and their contents are subject to change during course development.
Judy Franks
Assistant Professor, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University
Franks joined the faculty at Northwestern Medill in 2008, following a 23-year career in Chicago’s leading advertising agencies, where she rose to the executive ranks across both the media and creative strategy disciplines. She teaches courses in consumer insight and media strategy in the school’s undergraduate and master’s programs, winning numerous awards such as IMC Teacher of the Year in the process. Franks is the author of the widely used book Media: From Chaos to Clarity and is a frequent guest speaker and panel moderator for events in the marketing and media industries. She also serves as the director of the 4A’s Institute of Advanced Advertising Studies and is the founder of The Marketing Democracy™, a global consultancy for new-media marketers.
This Northwestern Medill online course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.
Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.