Northwestern University: MarTech Strategy: Leveraging Data and Technology in Marketing

About Northwestern University: MarTech Strategy: Leveraging Data and Technology in Marketing

About this CourseDuration : 6 weeks (excluding orientation) Digitization in the field of marketing continues to intensify the need for businesses to develop a strategic, consolidated and collaborative approach to marketing technology. Forward-thinking organizations are recognizing the value in teaming marketing efforts with key technologies to create a seamless customer journey and strengthen their marketing imperatives. As its popularity grows, so does the potential to overwhelm users with various MarTech tools which, if used incorrectly, becomes an ineffective and costly expense. It is, therefore, vital that professionals approach their MarTech strategy with the in-depth knowledge to leverage MarTech in their context. Human insight and oversight are essential to ensuring that the MarTech stack is used successfully. The MarTech: Leveraging Data and Technology in Marketing online short course from Medill at Northwestern University focuses on the six key components of marketing technology: advertising and promotion, content and experience, data and infrastructure, commerce and sales, customer relationship management and governance. It also offers key insights from contemporary case studies and expert guest lecturers in the industry. Over six weeks, you will explore how to combine and leverage MarTech stack capabilities and potential within your organization. At the end of the course, you will apply your learnings to develop a unique, innovative and forward-thinking MarTech business roadmap. This online short course is for professionals who recognize the need to establish an all-encompassing view of marketing technology and how it impacts an organization’s bottom line. Whether you are a marketing professional or senior business leader, this course will provide you with vital skills to harness dynamic marketing strategies, grow your business and enhance the customer journey. If your role is advertising-related, this course provides a vital stepping stone toward becoming a skilled marketing technologist. If you primarily work with technology, you will benefit from expert insight, useful templates and tools for solving real-world business challenges using dynamic marketing strategies.