Digital Marketing Intensive (Online)

Advance your career in digital marketing with this comprehensive bootcamp

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Course Date
LAST DAY TO ENROLL

Course Duration

DURATION

6 months, online
15–20 hours per week

Course Fee
Course Fee

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Upgrade Your Digital Marketing Skills

Digital transformation and big data have revolutionized marketing and its methods, and the industry continues to evolve at an astonishing pace. Successful marketers know that to keep up with shifts in consumer behavior, they need to adapt their strategies and stay current on the latest digital media technologies, data analytics techniques and trends.

The Digital Marketing Intensive (Online) Program is designed to offer a comprehensive overview of the fundamentals of digital marketing from display advertising, search engine marketing, social media marketing and email marketing to the impact of marketing analytics and artificial intelligence (AI) and automation. As a participant, you’ll develop a deep understanding of consumers and the digital marketing channels available to help you reach them as you learn statistical techniques to track, analyze, and optimize your campaigns to maximize return on investment (ROI).

$119,689

The average salary for a digital marketing manager in the US in 2022

SOURCE: SALARY.COM

50%

Digital marketing and social media postings account for half of the top-10 jobs posted on LinkedIn.

SOURCE: LINKEDIN

$700 Billion

Forecasted digital advertising revenue by 2025, a significant increase from 2022's projected $566 billion

SOURCE: STATISTA

Key Takeaways

When you complete the Digital Marketing Intensive (Online) Program, you will be equipped to develop a robust digital marketing strategy and online presence for your company, enabling it to remain relevant and in-demand. Throughout the program, you will learn to:

  • Master the essentials of digital marketing channels like display, search, and social media, and deep dive into the world of content marketing
  • Explore the impact of key technologies and trends in the digital marketing industry, including AI and automation
  • Discover statistical techniques you can use to implement, test, and measure the outcomes of your digital marketing campaigns (mainly using Excel)
  • Learn to collect and use data to enable accurate consumer profiling and targeting, and explore data privacy to understand its potential impact on the future of digital marketing

Who Is This Program For?

  • Early- to mid-level marketing professionals looking to broaden their understanding of digital marketing, get hands-on experience with the latest digital marketing tools and techniques, manage the marketing strategy in their organization, and learn to improve the customer experience or how analytics can be used to understand consumer behavior. Titles may include marketing manager, marketing analyst, brand manager, communications manager, and sales and marketing assistant.
  • Career switchers seeking to move into a career in digital marketing and get a hands-on understanding of the latest tools and techniques. Titles may include professionals both within and outside of the marketing field.
  • Consultants aiming to develop their knowledge of digital marketing tools and strategies to offer better solutions to their clients, gain a deeper understanding of marketing analytics and consumer behavior, and learn how to build a comprehensive digital road map for their clients. Titles may include principal consultant, digital marketing consultant, marketing consultant, and digital strategy consultant.
  • Business owners in search of digital strategies and frameworks that they can incorporate into their marketing efforts to enhance their results.

Program Topics

Week 1:

Digital Marketing Introduction, Trends, and Key Ideas

Week 2:

Marketing Funnel and Customer Journey

Week 3:

Data: The Enabler of Digital Marketing

Week 4:

Display Advertising: The Programmatic Ecosystem

Week 5:

Display Advertising: Metrics and Targeting

Week 6:

Running Statistical Experiments to Measure Return on Investment (ROI) on Advertising Spend

Week 7:

Search Engine Marketing: Search Engine Optimization

Week 8:

Search Engine Marketing: Sponsored Search Advertising

Week 9:

More Statistical Methodologies for Measuring Return on Investment (ROI) on Advertising

Week 10:

Social Media Marketing: Creating Content

Week 11:

Social Media Marketing: Engaging Consumers

Week 12:

Viral Marketing

Week 13:

Email Marketing and Affiliate Marketing

Week 14:

Content Marketing and Inbound Marketing

Week 15:

Data-Driven Marketing Attribution Analysis

Week 16:

Data-Driven Techniques to Optimize Channel Budget Allocation

Week 17:

AI, Automation, and Ethics in Implementing a Digital Marketing Program

Week 18:

Business-to-Business Marketing

Week 19:

Brand Management in Digital Marketing

Week 20:

Challenges and Risks in Executing a Digital Marketing Program

Week 21:

Capstone Project

Week 1:

Digital Marketing Introduction, Trends, and Key Ideas

Week 12:

Viral Marketing

Week 2:

Marketing Funnel and Customer Journey

Week 13:

Email Marketing and Affiliate Marketing

Week 3:

Data: The Enabler of Digital Marketing

Week 14:

Content Marketing and Inbound Marketing

Week 4:

Display Advertising: The Programmatic Ecosystem

Week 15:

Data-Driven Marketing Attribution Analysis

Week 5:

Display Advertising: Metrics and Targeting

Week 16:

Data-Driven Techniques to Optimize Channel Budget Allocation

Week 6:

Running Statistical Experiments to Measure Return on Investment (ROI) on Advertising Spend

Week 17:

AI, Automation, and Ethics in Implementing a Digital Marketing Program

Week 7:

Search Engine Marketing: Search Engine Optimization

Week 18:

Business-to-Business Marketing

Week 8:

Search Engine Marketing: Sponsored Search Advertising

Week 19:

Brand Management in Digital Marketing

Week 9:

More Statistical Methodologies for Measuring Return on Investment (ROI) on Advertising

Week 20:

Challenges and Risks in Executing a Digital Marketing Program

Week 10:

Social Media Marketing: Creating Content

Week 21:

Capstone Project

Week 11:

Social Media Marketing: Engaging Consumers
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External Certifications

In tandem with this digital marketing program, participants will also complete the following three Google digital marketing certifications:

Google Analytics IQ Certification

Confirm your mastery of basic and advanced Google Analytics concepts, including planning and principles; implementation and data collection; configuration and administration; conversion and attribution; and reports, metrics, and dimensions.

Google Ads Display Certification

Validate your expertise in using Google Display for display advertising by demonstrating your ability to develop effective display strategies and campaigns that achieve specific marketing goals.

Google Ads Search Certification

Prove your ability to build and optimize Google Search campaigns and leverage automated solutions, such as smart bidding and audience solutions, to boost campaign performance for specific marketing objectives.

Capstone Project

The program’s final project enables participants to put the digital marketing knowledge they’ve gained to work via three mini-projects completed during the final weeks. Participants will choose three options from a given list of scenarios and work to develop their own real-world marketing campaign or solution for each.

Case Studies

The program features real-world case studies that highlight digital marketing strategies in practice, including:

Image representing the case study examining the effect of display ads on sales conversion

Star Digital

This multichannel video service provider conducted an experiment to measure the effect of display ads on sales conversion. Analyze spreadsheet data to answer questions about the experiment’s effectiveness.

Image representing the case study on Measuring ROI on Sponsored Search Ads

Measuring ROI on Sponsored Search Ads

In this case scenario, an organization is using search engine advertising, running paid search ads on two major search engines: Google and Bing. Use weekly traffic data for both search engines to perform an ROI analysis for the organization.

Logo of Ford to represent the Ford Fiesta case study

Ford Fiesta

Learn about Ford’s experiment in relying on social media to target its 2010 Fiesta to a younger market. Then, assess how much control the company should have ceded to their influencers and analyze social media metrics to determine whether they made the right moves to succeed.

Learning Experience

Discussions and Polls

Assignments

Quizzes

Case Studies

Capstone Project

Icon signifying Peer Interactions and Networking

Peer Interactions and Networking

Crowdsourcing Digital Marketing Resources

Program Support

Career Coaching

Career Preparation and Guidance

Maintaining a successful career in digital marketing requires a variety of skills, both hard and soft. This professional digital marketing certification program offers guidance for navigating a career path in this evolving industry, including crafting your elevator pitch and communication tips.

These services are provided by Emeritus, our learning collaborator for this program. The program support team includes course leaders to help you reach your learning goals. The primary goal is to give you the skills needed to be prepared for a job in this field; however, job placement is not guaranteed. Participants who complete the career content component will receive one-to-one career coaching for up to six months after the program concludes as well as access to a hiring partner network.

  • Navigating your job search
  • Resume and cover letters
  • Interview tips and preparation
  • Crafting your elevator pitch
  • One-to-one career coaching
  • Negotiating salary
  • Mentoring by industry professionals
  • LinkedIn profile guidance

Faculty

Faculty Member Kinshuk Jerath

Kinshuk Jerath

Professor of Business, Columbia Business School Marketing Division

Kinshuk Jerath is Professor of Business in the Marketing Division at Columbia Business School. His research is in the area of technology-enabled marketing, primarily in online advertising... More info

Guest Speakers

Faculty Member Adam Heimlich

Adam Heimlich

Cofounder of Chalic Custom Algorithms and Scientist

Adam Rivietz

Cofounder and Chief Strategy Officer, #paid

Christine Alemany

CEO, TBGA

Faculty Member Damian Bazadona

Damian Bazadona

Founder, Situation

Esohe Omoruyi

EVP, Consumer Marketing and Digital Commerce, Knoll

Jon Chang

Global Head of Shopping Growth, Klarna US Adjunct Faculty of Social Media and Web Analytics, New York University

Faculty Member Michael A. Cohen

Michael A. Cohen

Data Product Executive and Scientist

Faculty Member Obioma (Oby) Enyia

Obioma (Oby) Enyia

Brand Director of Consumer Marketing, Samsung Electronics

Faculty Member Tim Reis

Tim Reis

CEO, Act 3 LLC

Certificate

Certificate

Upon completion of the program, you will receive a certificate of participation from Columbia Business School Executive Education. The learnings serve as a powerful credential in supporting your capabilities in digital marketing.

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Your digital verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, per the stipulated requirements. 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 whether 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.


    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 and in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.



    What are the requirements to earn a certificate?

    This is a graded program. You must complete a combination of individual assignments, quizzes, and a final project. Each component carries a certain number of points, and a cumulative score of 75 percent is required to pass and obtain your professional certificate.


    Will I be guaranteed a job upon completion of the program?

    The primary objective of this program is to give you the skills you need to be prepared for a job in this field. While eligible participants will receive career coaching and support and may receive introductions to our hiring partners, job placement is not guaranteed.

  • How much time will I be expected to devote to this program?

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


    How will I spend my time in this program?

    You will divide your learning time between viewing recorded coding demos and video lectures; contributing to class discussions; completing assignments, projects, and knowledge checks; and attending optional live sessions with industry experts and program leaders.


    How is the program administered? Can the program be accessed at any time?

    The program is accessed through the custom learning portal. This portal will give you access to all program-related content such as video lectures, assignments, and discussions. Live sessions will be conducted using a webinar tool.



    The video lectures and assignments are accessible weekly throughout the program. In the event you miss a live session, a recording will be made available.


    Do I need to attend live sessions every week?

    Faculty video lectures are recorded, allowing you to watch these on your own schedule. However, participation in optional live sessions and discussion boards is highly encouraged. Live sessions will give you the opportunity to draw on the coding experience of our industry-experienced program leaders to answer your questions and help reach your learning goals. The discussion boards are also an integral part of the learning experience, giving you and your peers the opportunity to learn together and receive guidance from the moderators.


    Can I download the program videos?

    You can download video transcripts, assignment templates, readings, etc. However, the video lectures are only available for streaming and require an internet connection.


    How do I interact with other program participants?

    You can communicate with other participants through our learning platform. You will be able to form groups based on your interests and location. A direct messaging feature is also available through the platform.


    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 program are made available to students at the commencement of the learning journey. However, to ensure the program delivers the desired learning outcomes, 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.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what is required before you enroll. This is referenced at the top of the program landing page under the Duration section and 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 of any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a digital certificate. The digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, résumé, 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?

    This program certificate counts towards four credits to the Certificate in Business Excellence, which grants select alumni and tuition benefits.


    How long will I have access to the learning materials?

    You will have access to the learning platform and all program materials (videos excluded) for one full year following the program end date. Access to the learning platform is restricted to registered participants per the terms of agreement.

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

    To successfully complete this course/program(me) online, you must have access to a device meeting the minimum requirements, found here. In addition, Microsoft Office or similar product and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts in all programs. Technical programs might have additional tech requirements. Please check the learning platform on the first day of class.


    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. You can download files of video transcripts, assignment templates, readings, etc. Video lectures must be streamed via the internet and webinars and small group sessions will require an internet connection.

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

    • The program fee is shown at the top of this page and payment must be made in US dollars only.
    • Flexible payment options, group enrollment benefits, and referral bonus are available.
    • Tuition assistance may be available for participants who qualify. Please contact your program advisor to discuss.

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

    Yes, you can do the bank remittance in USD via wire transfer. Please contact your program advisor for more details.


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

    Yes, flexible payment options are available for this program. We partner with loan providers to offer you flexible and transparent loan options. More information about loan financing is available here. Installment payments are also available; you can find the options here.


    Does the program fee include taxes? Are there any additional fees?

    Yes, the program fee is inclusive of any taxes with the exception of GST for Singapore residents.

  • What is your refund policy?

    After a participant has withdrawn, they will no longer be able to attend live sessions or 1:1 sessions with course leaders, mentors, or career coaches; submit work for review; or access their program dashboard or curriculum.


    Time of Refund Request

    • Within 21 days after course commencement
    • 22 to 45 days after course commencement
    • More than 45 days after course commencement

    Amount Refunded

    • Full refund of course fee (assuming no prior course deferral)
    • 50% of course fee (assuming no prior course deferral)
    • No refund of course fee

    How do I request a refund?

    Participants who would like to cancel their enrollment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Withdrawal Request Form. This form must be submitted by midnight UTC of the last day of the trial period to be eligible for a full refund. No cancellations will be processed unless this form is received. Refunds will be issued within 30 days after the effective date of withdrawal or dismissal.


    Can I defer to a future cohort?

    Participants have the option to request a deferral to a future cohort within the first 30 days from their program start date. Cohort changes may be made only once per enrollment and are subject to the availability of cohorts and scheduled at the discretion of Emeritus. Participants requesting a deferral must be in good academic standing. Participants who would like to defer their enrollment should email ProgramSupport@Emeritus.org or visit the “Support” tab in the learning platform to obtain a copy of the Deferral Request Form.

Financing Options

We offer flexible and transparent payment options through our partners—Climb Credit, Sallie Mae, and Ascent Funding. Schedule a call with a Program Advisor to learn more.

US Residents

Climb Credit

Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more.

Sallie Mae*

Fixed repayment, interest-only repayment, and deferred payment options available. Click here to know more.
*At the time of loan application, please select 'Student, Career training school' when prompted.

Ascent Funding

Immediate repayment, interest-only repayment, and deferred payment options available. Click here to learn more.

Flexible Payment Options For All

Monthly payments as low as US$1,166. Click here to learn more.

You can opt for any one of the financing options to cover up to the full cost of the program tuition. If you are considering financing your program through one of our partners, the enrollment process can only be completed with the assistance of your program advisor.

*Due to processing time, the loan application should be submitted no later than four business days prior to the enrollment deadline.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Academic Advisors or call us at +1 315 387 4431 (US) / +44 203 838 0836 (UK) / +65 3163 9288 (SG)

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