Digital Marketing

Customer engagement, social media, planning & analytics

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Course Dates

STARTS ON

January 31, 2023

Course Duration

DURATION

10 weeks, online
2-4 hours per week

Course Fee

PROGRAM FEE

US$1,600 US$1,424 or get US$160 off with a referral

Course Information Flexible payment available
Course Fee

For Your Team

Enroll your team in a public or private cohort delivered with support and services

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Unlock Your Potential

Invest in yourself and realize your potential. Emeritus is partnering with Columbia Business School Executive Education to bring you an opportunity to unlock career growth. Enroll before , and get early registration pricing to set yourself up for professional success.

Application Details

program fee

US$1,600 US$1,424

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Team-Based Learning Options

  • Enroll as a team or group and learn with your peers

  • Schedule a private instance of this program for your team/group

  • Inquire about special team/group pricing

  • ENROLL YOUR TEAM

    We work with leading companies to close critical skills gaps


    Our partners include

    JP Morgan
    Amazon
    AB in Bev

Join 9,000+ students from 80+ countries who have already taken this program.

Why Learn Digital Marketing?

The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools. To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today's customers and integrated with their traditional marketing and business goals.

$786.2 Billion

Projected value of the global digital advertising and marketing market by 2026

Source: Global Industry Analysts Inc.

1/3

Proportion of the market China is expected to account for by 2026

Source: Research and Markets

$565.8 Billion

Estimated level of worldwide ad spending in the digital advertising market in 2022

Source: Statista

Program Experience

Live Q&A and Live Online Teaching Sessions

120 Video Lectures

10 Real-World Applications and 2 Simulations

Decorative image relating to 5 Discussions

5 Discussions

Program Topics

Module 1:

From Mass Marketing To Customer Networks

Gain an understanding of customer interactions using the concepts of customer advocacy and the dynamics of the relationship between classic marketers and customers in the digital era.

Module 2:

The Digital Advertising Mix: Key Channels And Principles

Learn how to complete a search market simulation using the channels available in digital marketing to effectively apply the principles of targeting, personalization, and optimizing to form your own digital marketing campaign.

Module 3:

Five Core Behaviors Of Customers In The Digital World

Explore the impact of digital technologies on behavior and the importance of your decision-making process and how it affects the results of your campaign within a simulation.

Module 4:

Access Strategy

Analyze how a company implements the access strategy and utilizes its various approaches including on-demand services, location-based services, mobile wallets and loyalty to provide faster and easier digital services to customers.

Module 5:

Engage Strategy: Content Marketing, Utility, Messaging, and Brands as Publishers

Discover how a company implements the engage strategy to create valuable, engaging, and interesting content for customers in digital forms such as blogs, online videos, branded games, and photos and infographics.

Module 6:

Customize Strategy: Targeting, Personalization and Marketing to a Segment of One

Learn how to implement the customize strategy to understand customers behaviors and tailor personalized experiences to meet their needs.

Module 7:

Connect Strategy: Social Media, Communities and the Power of Conversation

Employ the connect strategy to utilize digital channels to enhance their relationship with customers and improve customer support, product development, and sales.

Module 8:

Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms

Understand how a company implements different approaches of the collaborate strategy for an effective digital collaboration with customers.

Module 9:

Lessons From Brand Failures

Learn more about the reasons for brand failures such as deception, employees, word of mouth and thoughtful participation in this module.

Module 10:

Best Practices for Brands on Social Networks

Become relevant to your consumer. Explore how to use major social networks, targeting options, online influencers and customer decisions for your business.

Module 11:

Making Digital Matter: Metrics, ROI and Agile Modelling

Identify the metrics of a campaign success and the challenges of measuring marketing ROI within your organization.

Module 12:

Five-Step Process of Planning and Executing a Digital Marketing Strategy

Recognize the impact of your decision-making within the social media simulation and get a step-by-step guide to structuring a digital marketing plan for your organization.

Module 13:

Organizational Challenges of Digital Marketing

Identify the challenges that surround a digital marketing plan such as – skills and training, speed and agility amongst others.

Module 14:

Six Faces of the (Near) Future of Digital Marketing

Digital marketing is constantly evolving. Explore the future of digital marketing for your organization with field experts.

Module 1:

From Mass Marketing To Customer Networks

Gain an understanding of customer interactions using the concepts of customer advocacy and the dynamics of the relationship between classic marketers and customers in the digital era.

Module 8:

Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms

Understand how a company implements different approaches of the collaborate strategy for an effective digital collaboration with customers.

Module 2:

The Digital Advertising Mix: Key Channels And Principles

Learn how to complete a search market simulation using the channels available in digital marketing to effectively apply the principles of targeting, personalization, and optimizing to form your own digital marketing campaign.

Module 9:

Lessons From Brand Failures

Learn more about the reasons for brand failures such as deception, employees, word of mouth and thoughtful participation in this module.

Module 3:

Five Core Behaviors Of Customers In The Digital World

Explore the impact of digital technologies on behavior and the importance of your decision-making process and how it affects the results of your campaign within a simulation.

Module 10:

Best Practices for Brands on Social Networks

Become relevant to your consumer. Explore how to use major social networks, targeting options, online influencers and customer decisions for your business.

Module 4:

Access Strategy

Analyze how a company implements the access strategy and utilizes its various approaches including on-demand services, location-based services, mobile wallets and loyalty to provide faster and easier digital services to customers.

Module 11:

Making Digital Matter: Metrics, ROI and Agile Modelling

Identify the metrics of a campaign success and the challenges of measuring marketing ROI within your organization.

Module 5:

Engage Strategy: Content Marketing, Utility, Messaging, and Brands as Publishers

Discover how a company implements the engage strategy to create valuable, engaging, and interesting content for customers in digital forms such as blogs, online videos, branded games, and photos and infographics.

Module 12:

Five-Step Process of Planning and Executing a Digital Marketing Strategy

Recognize the impact of your decision-making within the social media simulation and get a step-by-step guide to structuring a digital marketing plan for your organization.

Module 6:

Customize Strategy: Targeting, Personalization and Marketing to a Segment of One

Learn how to implement the customize strategy to understand customers behaviors and tailor personalized experiences to meet their needs.

Module 13:

Organizational Challenges of Digital Marketing

Identify the challenges that surround a digital marketing plan such as – skills and training, speed and agility amongst others.

Module 7:

Connect Strategy: Social Media, Communities and the Power of Conversation

Employ the connect strategy to utilize digital channels to enhance their relationship with customers and improve customer support, product development, and sales.

Module 14:

Six Faces of the (Near) Future of Digital Marketing

Digital marketing is constantly evolving. Explore the future of digital marketing for your organization with field experts.

Download Brochure

generic

The program includes live Q&A with David Rogers,
Faculty of Executive Education,
Columbia Business School

Faculty

Faculty Member David Rogers

David Rogers

Faculty of Executive Education, Columbia Business School

David Rogers, a member of the faculty at Columbia Business School, is a globally-recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He is author of four books, including The Network Is Your Customer and the forthcoming The Digital Transformation Playbook: Rethink Your Business to Adapt and Thrive in the Digital Age.

Participant Speak

Nobuhiko Ueki

"I like the basic concept of the course, from mass marketing to customer networks. It gave me lots of valuable knowledge. Learning the strategic planning process and working on the simulations was exciting."

— Nobuhiko Ueki, CEO, T.Y.A. (HK) Limited, HONG KONG

Marica Buquicchio

"The simulations were the best part of this course. They help you improve your technique of digital marketing and build a robust digital strategy."

— Marica Buquicchio, Owner, Marica Buquicchio, ITALY

David Schneider

"It was excellent. It was a 10-week course, lots of interaction with the other students, presenters, faculty and contributors and interesting case studies and company profiles"

— David Schneider, Marketing Manager at Insight, Managing the People Side of Change, US

Certificate

Certificate

Upon completion of the program, participants will receive a certificate of participation from Emeritus & Columbia Business School Executive Education and earn one certificate credit toward a Certificate in Business Excellence.

Download Brochure

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.

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Flexible payment options available. Learn more.