Digital Marketing

Customer Engagement, Social Media, Planning & Analytics

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Course Dates

STARTS ON

October 27, 2021

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

Decorative image relating to Live Q&A and Live Online Teaching Sessions

Live Q&A and Live Online Teaching Sessions

Decorative image relating to 120 Video Lectures

120 Video Lectures

Decorative image relating to 10 Real-World Applications and 2 Simulations

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.

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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

Example image of certificate that will be awarded after successful completion of this program

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.

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Flexible payment options available. Learn more.