Are you ready for the second golden age of marketing technology?
6 weeks, excluding
orientation
7–9 hours per week,
entirely online
Weekly modules,
flexible learning
Expand your technical skill set by understanding how to leverage MarTech tools across the customer journey
Develop and align a MarTech strategy with existing business goals while driving collaboration between teams
Tap into the growing field of MarTech as a technical professional with an interest in marketing
1
Useful templates to aid in developing a unique, innovative and forward-thinking MarTech strategy and roadmap for your business.
2
An in-depth understanding of the six components of MarTech and how they contribute to your overall business success.
3
The expertise to apply dynamic marketing principles and MarTech insights to help solve business challenges in your context.
4
The ability to use MarTech tools to optimize your customer journey by sharing and measuring tailored campaigns that meet your strategic goals.
Over the duration of this online short course, you will work through the following modules:
Module 1
Dynamic Advertising and Promotion
Explore the various types of digital advertising and promotions, and the metrics used to measure the performance of the six primary marketing channels.
Module 2
Using MarTech for Content Distribution and Customer Experience
Learn how marketing technology can be leveraged to personalize content for specific audiences in order to optimize the customer experience and journey.
Module 3
MarTech Data and Infrastructure
Discover the key technologies for organizing, warehousing and leveraging data, and the related regulatory challenges.
Module 4
E-Commerce and Digital Sales Enablement
Explore the digital commerce ecosystem and the technologies that drive automation for optimized business outcomes.
Module 5
Dynamic Customer Relationship Management Systems and Technologies
Learn about the evolution of customer relationship management (CRM) systems and their role in customer acquisition, retention and expansion.
Module 6
MarTech Management and Governance
Reflect on the talent, capabilities, processes and technologies required to integrate MarTech into an organization.
Please note that module titles and their contents are subject to change during course development.
Frank Dudley
Lecturer, Medill at Northwestern University
Dudley is a faculty member at Northwestern University, and has developed and authored numerous research studies in collaboration with the ANA, the PMA, Northwestern and many Fortune 500 firms. In addition to teaching at Northwestern, he is also president of the Financial Marketing Institute, which conducts the most comprehensive research on digital marketing and media for the financial services industry in the U.S. Before managing the Financial Marketing Institute, he held the positions of CMO, EVP of research, strategic planning and analytics for MKTG, Inc. (now part of Dentsu Aegis Network), and was head of marketing of Guideline/Opinion Research Corporation, as well as the first director of the Internet Advertising Bureau (IAB). He also served on the founding C-level management teams of several successful digital startup companies, including Virtusa (EVP, chief marketing officer), Harvard Business School’s ZEFER (EVP and chief innovation officer), and Viant (chief creative officer).
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.