COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.




6 months, online

15-20 hours/week


$12,500 Enrollment

$150 Certification Fees*

info Details on certifications
info Special group enrollment pricing




6 months, online

15-20 hours/week


$12,500 Enrollment

$150 Certification Fees*

info Details on certifications
info Special group enrollment pricing

*Certification fees are approximate and subject to change or vary depending on your location.

Program Overview


Professional Certificate in Digital Marketing

is your launchpad to advancing a career in digital marketing. This in-depth online program will give you a broad overview of the digital marketing landscape, enable you to develop the most in-demand skills, and help you find your niche in this rapidly expanding field. In addition to learning digital marketing techniques across a wide range of areas like search engine optimization and social media marketing, certifications from top digital platforms such as Google and HubSpot offer enhanced validation of the skills you will have developed.

Advance Your Career in Digital Marketing

Demand for marketers who can aptly navigate the digital landscape is strong. In fact, 75% of managers said it is a challenge to find and retain professionals with the up-to-date digital marketing skills they need, according to The Creative Group Salary 2020 Survey.
What does this mean for you? It means now is the time to learn the skills that will deliver the most commercial impact for employers including:
  • Content Marketing
  • Marketing Automation
  • Social Media Marketing
  • Customer Experience and Engagement: Conversations, Campaigns, and Conversion
  • Marketing Experimentation and

Learn from the best.

Kellogg’s MBA program has consistently been ranked #1 in Marketing by U.S. News & World Report.

75% of Managers
Need Talent

75% of managers say it’s challenging to find and retain professionals with up-to-date digital skills

(Source: The Creative Group 2020 Salary Guide)


Unique digital marketing jobs in U.S. posted in a 12-month period

(Source: Labor market firm, Emsi, 2019)

Job Growth

Digital marketing jobs are growing 112% faster than the U.S. national average job growth

(Source: U.S. Bureau of Labor Statistics)

Program Videos

Program Overview

The Learning Journey & Key Takeaways

Who Is This Program For

Why You Should Take This Program

High-level Program Takeaways Include:

  • Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
  • Execute hands-on tools: SEO, SEM, social media, email marketing, and display ads.
  • Learn how to optimize using metrics: SMART goals, conversion optimization, A/B tests, attribution, and experimentation.
  • Create high-impact content for a new generation of consumers.
  • Develop ad strategies on social media for content that you will plan, create, and promote.
  • Career-focused webinars and assignments for your professional development in digital marketing.

Who Is This Program For?

The Professional Certificate in Digital Marketing is your launchpad to advancing your career in digital marketing. It will give you a broad overview of the digital marketing landscape, develop the most in-demand skills, and help you find your niche in this rapidly expanding field. This program is ideal for:

  • Early career professionals who want to enter a high-growth field
  • Professionals looking to switch from an existing field into marketing
  • Traditional marketers or corporate communications professionals who want to build on their current skillset to develop digital marketing capabilities
  • Digital marketers wanting to broaden their perspectives by learning about both the strategic and tactical aspects of the digital marketing landscape

The Digital Marketing Journey

Modern marketing is a blend of gathering insights and analytics, combining hard skills with a strategic mindset to drive business results. You will develop capabilities that fall into four broad categories:

Capstone: Creating Your Portfolio

Build Your Skill Set

  • Create content that converts
  • Optimize campaigns for maximum ROI
  • Segment audiences across social platforms to personalize your message
  • Automate tasks to scale faster and more efficiently
  • Manage campaigns with real-time feedback through simulations
  • Keep your email messages out of spam filters and in front of customers

Build Your Future

  • Complete a Capstone Project to add to your portfolio
  • Create an effective resume, cover letter, and LinkedIn profile
  • Build your digital marketing portfolio with an industry professional
  • Determine what career path in digital marketing is most suitable for you
  • Locate your influencers
  • Build your network

Program Topics

  • Module 1: Introduction to the Digital Marketing Landscape
  • Module 2: Digital Marketing Fundamentals
  • Module 3: A Framework for Marketing in the Digital World
  • Module 4: Understanding Customers and Generating Insights
  • Module 5: Customer Segmentation and Behavioral Marketing
  • Module 6: Content Marketing
  • Module 7: Search Engine Optimization
  • Module 8: Social Media (Organic)
  • Module 9: The Customer Journey and Content Strategy
  • Module 10: Brand Storytelling in a Digital World
  • Module 11: Search Engine Marketing
  • Module 12: Social Media (Paid)
  • Module 13: Email Marketing
  • Module 14: Other Digital Channels
  • Module 15: Accelerating Marketing Execution
  • Module 16: Metrics and Measurement
  • Module 17: Conversion Rate Optimization (CRO)
  • Module 18: Marketing Attribution, Testing, and Experimentation
  • Module 19: Marketing Automation and AI in Marketing
  • Module 20: Capstone Project

Some of the Tools You’ll Learn to Use:

  • HubSpot

  • Email Marketing

  • Hootsuite

  • Google Analytics

  • Content Creation

  • User-generated Content

Industry Examples


Using the Customer Journey Map, learn how AT&T was able to address customers’ apprehension about technology overload when entering stores and turn it into a positive, personalized in-store experience.

Dollar Shave Club

Who would have thought subscription razor blades could be so popular? Using successful digital marketing strategies, Dollar Shave Club personalized a formerly generic product. Learn how they did it.


Topics such as customer segmentation and telling great brand stories come to life in the 'Real Beauty' campaign from Dove, the beauty care line that aims to go deeper than just soap.


Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has over 15 million views to date.

John Deere

Take a look at how John Deere educates customers instead of pitching them in a publication they have been publishing since 1895.


Learn how P&G addressed the three most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management–instead of sending sales people to their offices.

Whole Foods

Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Program Faculty

Mohanbir Sawhney
McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Professor Sawhney is a globally recognized scholar, consultant, and speaker in innovation, modern marketing, and enterprise analytics....More info

Kellogg Executive Education Lecturers


Dr. Sharmin Attaran is professor, consultant and speaker specializing in digital marketing. She has helped numerous brands develop, implement and refine their digital marketing strategies.....More info


Matt Cardoni teaches and consults on digital marketing. He is Google-certified in Ads & Analytics and has worked with a variety of industries including retail, health care, travel, ecommerce, nonprofit & finance....More info

Kim Rust

Kim Rust is a mobile strategy consultant and professor with expertise in growing businesses with mobile apps. With equal parts software product and marketing experience, Kim delivers in-store, online, and mobile customer experiences....More info

Dan Weingrod

Dan Weingrod is a digital change agent, design sprint facilitator, and educator with a drive to help organizations and teams learn and organize. He has facilitated multiple design sprints both in-person and remotely that have....More info




Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. Participants will be assessed across nine content areas to obtain the certificate of completion.


After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.


Early registrations are encouraged. Seats fill up quickly!