Rotman University

In today's dynamic market environment, brands must go beyond having a token presence online. They need to determine and track user journeys across channels, create omnichannel synergies, and leverage digital platforms to consistently deliver superior customer experiences. Organizations that use digital technologies to achieve marketing goals are found to stand out and achieve remarkable results, states McKinsey. They report increase in customer satisfaction by at least 15%, cost reduction by up to 40%, and growth improvement by about 20%. Consequently, marketing professionals are looking to explore newer avenues to improve returns on their marketing investments. The Digital Marketing: Creating Successful Marketing Strategies online program from the Rotman School of Management is designed to help marketers gain a better understanding of customer behaviour in an increasingly digital world. It enables marketing professionals to integrate and optimize their marketing efforts with relevant tools and techniques, including the use of technologies, such as artificial intelligence (AI) and machine learning (ML), to improve customer experience and brand loyalty

It is now more imperative than ever to have a workforce that is adaptable to market changes. The requirement from professionals has gone beyond having team management, mentoring, leadership, and other qualitative skills — to also staying abreast of industry developments and best practices in business management to achieve their goals. The Rotman School of Management has introduced an online MBA Essentials program, an interactive and fastgrowing approach to enhanced business education, to equip you with the knowledge and insight to make strategic and operational decisions in any industry. Each week you will learn from some of Rotman's most exciting and knowledgeable faculty, who teach the oncampus version of this online program. You will develop your business acumen, learn how to work collaboratively across departments and divisions of your business. The program introduces structured management training to professionals and entrepreneurs across industries. It will help ambitious and experienced managers like you become familiar with fundamental management concepts and ramp up on the latest advancements in the field. By the end of six weeks, you will get a broader sense of factors influencing decision-making in business, gain knowledge of the management principles across different department functions, and gather fresh perspectives on future-driven themes, including business analytics, sustainability, and innovation.