Digital Marketing

Customer Engagement, Social Media, Planning & Analytics

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Course Dates
DEADLINE EXTENDED

October 22, 2020

Course Duration

DURATION

3 months, online
2-4 hours per week

Course Duration

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.

70%

An estimated 70% of new value created in the economy over the next decade will be based on digitally enabled platform business models.

SOURCE: www.weforum.org

40%

Year-on-year growth for digital marketing industry compared to 5-6% growth in other industries

SOURCE: YOUR STORY & KSTART

91%

Of organizations are engaged in some form of digital initiative.

SOURCE: GARTNER

Program Experience

Live Q&A and Live Online Teaching Sessions

Live Q&A and Live Online Teaching Sessions

120 Video Lectures

120 Video Lectures

10 Real-World Applications and 2 Simulations

10 Real-World Applications and 2 Simulations

5 Discussions

5 Discussions

Program Topics

Module 1:

From Mass Marketing To Customer Networks

Module 2:

The Digital Advertising Mix: Key Channels And Principles

Module 3:

Five Core Behaviors Of Customers In The Digital World

Module 4:

Access Strategy

Module 5:

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

Module 6:

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

Module 7:

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

Module 8:

Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms

Module 9:

Lessons From Brand Failures

Module 10:

Best Practices for Brands on Social Networks

Module 11:

Making Digital Matter: Metrics, ROI and Agile Modelling

Module 12:

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

Module 13:

Organizational Challenges of Digital Marketing

Module 14:

Six Faces of the (Near) Future of Digital Marketing

Module 1:

From Mass Marketing To Customer Networks

Module 8:

Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms

Module 2:

The Digital Advertising Mix: Key Channels And Principles

Module 9:

Lessons From Brand Failures

Module 3:

Five Core Behaviors Of Customers In The Digital World

Module 10:

Best Practices for Brands on Social Networks

Module 4:

Access Strategy

Module 11:

Making Digital Matter: Metrics, ROI and Agile Modelling

Module 5:

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

Module 12:

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

Module 6:

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

Module 13:

Organizational Challenges of Digital Marketing

Module 7:

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

Module 14:

Six Faces of the (Near) Future of Digital Marketing
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Q&A

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

Faculty

David Rogers Faculty

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

"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

"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

"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 of Completion

Certificate of Completion

Upon successful completion of the program, participants will receive a verified digital certificate of participation from EMERITUS & Columbia Business School Executive Education and one day toward a Certificate in Business Excellence.

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