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

Digital marketing has changed the nature of modern business. The advent of the internet has changed nearly every aspect of our lives, and digital marketing, social media, and e-commerce have become crucial to business growth in the 21st century.

Arm yourself with the fundamentals of internet marketing by taking this course, taught by e-commerce expert and Wharton professor David Bell. This online digital marketing course will provide a powerful foundation to further exploration and study of digital marketing, an ever-evolving and fast-paced field.

This business and management course will give you an understanding of how the digital economy works, and you’ll develop the critical insights necessary to succeed in e-commerce, digital, and social media marketing.

The internet and related technologies exert a profound influence on how business and social institutions evolve. Companies like Facebook, LinkedIn, and Uber have dramatically changed how we interact, communicate, and travel. In a matter of years, Amazon and Google have forever changed the way we shop and consume information. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and thrive in this new environment.

This course, designed to teach students the fundamentals of internet marketing, is organized around four broad themes, and we will use relevant theory and analysis, with practical examples, to develop our key learning points.

Module 1: Designing a Digital Marketing Strategy

Module 2: New Business Models

Module 3: Tools and Principles

Module 4: Metrics and Optimization

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.