Digital Marketing (Online)
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Join 9,000+ students from 80+ countries who have already taken this program.
Why Learn Digital Marketing?
Powerful technology, interactive online communities, and robust search engines have shifted the balance of power to the customer, creating a complex digital landscape that marketers must navigate with care and precision. For those who want to stay ahead of the curve and impact their organizations' marketing strategies, this program offers a comprehensive journey through marketing in the digital era. In addition to gaining sustainable knowledge, practical skills, and strategic frameworks for understanding and influencing customers, you will have the opportunity to benefit from the insights of program faculty David Rogers, a globally recognized expert in digital business strategy and academic director in executive education at Columbia Business School.
$786 bn
$268 bn
Key Takeaways
The Digital Marketing (Online) program will enable you to:
Learn how to identify pivotal marketing priorities and effectively evaluate digital advertising and brand experiences
Discover how to leverage access and engage strategies to enhance value and better reach consumers
Evaluate how organizations implement customization and critique personalized digital services from a consumer viewpoint
Develop the ability to identify changing social media patterns and analyze how organizations employ connect and collaborate strategies
Learn digital advertising terminologies, ad auction dynamics, and optimization techniques using real-world simulation tools
Become proficient in using data for campaign optimization and translating customer insights into robust marketing strategies
Learn how to qualify and measure ROI, and gain the ability to evaluate and optimize marketing performance through simulations
Develop a structured approach to marketing planning and an enriched perspective of the future of marketing
Who Should Attend?
This program is for you whether you are an up-and-coming digital marketer, a seasoned marketing professional, or a startup owner seeking the latest digital marketing approaches. It will equip you with a sustainable set of frameworks for navigating the evolving digital landscape, from understanding key customer network behaviors to harnessing the power of data and analytics. The program will be especially valuable for:
New or aspiring digital marketers who want to solidify their knowledge of digital marketing principles and practices and develop a clear view of the entire digital marketing landscape
Seasoned marketers and marketing managers who are seeking to advance their knowledge of the field or develop an in-depth understanding of the latest trends and emerging practices, including data analytics and ROI measurement
Startup owners looking to enhance their marketing strategies, better understand their customers, and maximize their marketing ROI
Program Modules
Examine the shift in paradigms, from mass marketing to customer networks
Explore the marketing funnel and see how customer networks shape each stage
Dive into the core elements of customer behavior: access, engage, customize, connect, and collaborate
Understand paid marketing and organic marketing — and why you need both to succeed
Discover how to use market access strategy to reach the target customers of an offering
Identify types of content marketing that work effectively with the engagement strategy
Learn how an organization can use the access and engagement strategies to create new value for its customers
Learn how to use the customize strategy to create new value for the customer
Discover the power of targeted communications to influence customers
Develop a practical understanding of segmentation and its applications
Take a closer look at constraints and complications you might encounter with this strategy
Identify changing patterns in social media usage
Discover how the connect strategy can improve customer relationships, customer support, product development, and digital sales
Learn how different approaches to the collaborate strategy can improve the value of products or services
Identify key marketing terms related to digital advertising and social media
Examine the strengths and weaknesses of digital marketing, discover the latest trends, and learn to benefit from its advantages
Explore the dynamics of an advertising auction, such as ranking factors and bidding
Analyze and interpret data using a marketing simulation tool to optimize your digital marketing efforts
Learn how to analyze digital marketing data and optimize a campaign to meet business objectives
Discover how to apply marketing best practices in a realistic advertising interface
Understand how customer insights can shape an organization’s marketing strategy
Explore considerations such as data privacy, regulations, and the strategic value of data
Understand how your organization defines ROI and become familiar with the challenges of measuring it
Learn the principles of measuring the impact of marketing
Engage in Novela simulation activities to discover how optimizing marketing performance can maximize ROI
Apply a five-step process for creating an effective customer-centric marketing strategy
Discover how to earn a seat at the top table for digital marketing to influence business strategy
Examine the future of marketing from a digital perspective
Five Digital Marketing Simulations
Through a set of digital marketing simulations, you will build firsthand experience in various techniques. You will learn to manage search marketing campaigns using your advertising budget for a high-end retailer, develop a Google Ad campaign in the luxury brand space, and use Meta’s platforms to craft successful direct-to-consumer advertising campaigns. Each simulation presents a unique challenge, equipping you with the skills you need to succeed in the modern digital marketing landscape. You will also gain completion certificates in search marketing and social media advertising.
This simulation challenges you to hit performance targets for a flagship product of high-end retailer Haute Stuff. In this exercise, you will apply what you have learned to maximize sales within your budget limitations and analyze marketing data to optimize your digital marketing activities.
The second simulation requires you to meet business objectives for a new product in a category where the retailer is less established. Using your knowledge of marketing best practices, data analysis, and customer insights, you will design a campaign that analyzes digital marketing data in a realistic advertising interface.
Sales, return on ad spend, and ROI impact each other significantly. In this simulation, you will consider the available performance levers, select the ones most appropriate for maximizing ROI for one product, and assess how your choices impact ROI.
In this simulation, you will gain hands-on experience managing a Google Ads campaign with real-time feedback and access to in-depth analytics, as well as prepare for real-world digital marketing challenges. You will use real-world data, guided by performance insights from AI personas to refine your output.
In the final leg of the simulation project, you will use Meta’s advertising platforms to design a successful advertising campaign for a direct-to-consumer beauty brand. By managing the process from end to end, you will develop crucial social media advertising skills, gain market- and consumer-specific insights, use data and feedback to quickly shift your strategy, and combine synergies to maximize campaign impact. This simulation leads to a certificate of completion in social media advertising.
Program Experience
Learn from accomplished faculty, and industry experts whose diverse backgrounds encompass a broad range of disciplines
Stimulating discussions with like-minded global peers expand your professional network and build a supportive community
Through exploratory sessions, examine practical examples and find innovative solutions to strategic challenges
Hone business acumen and executive skills with try-it activities that help you redefine your potential
Get actionable insights in live online interactions with faculty who are recognized leaders in their fields
The program includes a live Q&A with David Rogers and faculty at Columbia Business School.
Program Faculty
Academic Director in Executive Education, Columbia Business School
Case Studies
Adobe
How Adobe connected with their customers by creating Adobe eLearning, an active community of designers and educators who create and share their learning content
How Google used customer-centric marketing to tap into teachers aspirations in the classroom and turn them into evangelists for the search engine
Lays
How Lays leveraged open competition to strengthen its customer relationships, encouraging customers to dream up new flavors in the brand’s "Do Us a Flavor" campaign
Nike
How classic global brand Nike is creating experiences that allow it to thrive in the digital era
Shein
How Shein indirectly benefited from its customers' use of TikTok, from the rise of unpacking videos to triggering sustainable shoppers to speak out about packaging waste
Starbucks
How Starbucks discovered that the lifetime value of a customer is worth more than the value of a sale
Hear from Past Participants
Certificate
Upon completion of the Digital Marketing (Online) program, you will receive a certificate of participation from Columbia Business School Executive Education. This certificate also awards two credits towards the Certificate in Business Excellence, which grants select alumni and tuition benefits. Learn More
Your digitally verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, including all modules of the program (online, in person, or live online, inter-module). All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.
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 the ID mentioned above.
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 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 email us if you need further clarification on program activities.
What is it like to learn online with the learning collaborator, Emeritus?
More than 300,000 learners across 200 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.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
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 email us 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 PROGRAM 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 for details.
I was not able to use the discount code provided. Can you help?
Yes! Please email us 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 us your invoicing requirements and the specific program you’re interested in enrolling 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 connect with us via email for assistance.
Who will be collecting the payment for the program?
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
Are there any restrictions on the types of funding that can be used to pay for the program?
Program fees for Emeritus programs with Columbia Business School Executive Education may not be paid for with Title IV financial aid funds. Participants may be able to pay the program fee with funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits. Participants must contact the Columbia University’s Office of Military and Veterans Affairs to determine benefit eligibility.
What is the program refund and deferral policy?
For the program refund and deferral policy, please click the link here.
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Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 387 4431 (US) / +44 203 838 0836 (UK) / +65 3138 4449 (SG)
Flexible payment options available.
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