Digital Marketing (Online)

Accelerate your marketing strategy with skills for the digital age

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Course Dates

STARTS ON

August 29, 2024

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$1,700 and get a referral benefit

Course Information Flexible payment available
Course Fee

For Your Team

Enroll your team and learn with your peers

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Early Registration Benefit

Apply now to secure your place at US$1,445 by . Connect with a learning advisor for more information.

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.

US$786 billion

is the projected value of global digital advertising and marketing by 2026.

Source: Global Industry Analysts Inc.

US$885 billion

is the estimated level of worldwide ad spending in the digital advertising market in 2024.

Source: Statista

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

Program Topics

Module 1:

Marketing in the Digital Era

  • 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

Module 2:

Access and engagement

  • 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

Module 3:

Customize

  • 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

Module 4:

Connect and Collaborate

  • 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

Module 5:

Digital Advertising and Social Networks

  • 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

Module 6:

The Power of Data and Analytics for Marketers

  • 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

Module 7:

Marketing Measurement and ROI

  • 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

Module 8:

Strategic Planning, Marketing and the Organization, and the Future of Marketing

  • 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

Module 1:

Marketing in the Digital Era

  • 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

Module 5:

Digital Advertising and Social Networks

  • 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

Module 2:

Access and engagement

  • 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

Module 6:

The Power of Data and Analytics for Marketers

  • 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

Module 3:

Customize

  • 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

Module 7:

Marketing Measurement and ROI

  • 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

Module 4:

Connect and Collaborate

  • 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

Module 8:

Strategic Planning, Marketing and the Organization, and the Future of Marketing

  • 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
Download Brochure

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

World-Renowned Faculty

Learn from accomplished faculty, and industry experts whose diverse backgrounds encompass a broad range of disciplines

Peer Interaction

Stimulating discussions with like-minded global peers expand your professional network and build a supportive community

Case Studies

Through exploratory sessions, examine practical examples and find innovative solutions to strategic challenges

Engaging Assignments and Activities

Hone business acumen and executive skills with try-it activities that help you redefine your potential

Live Faculty Session

Get actionable insights in live online interactions with faculty who are recognized leaders in their fields

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The program includes a live Q&A with David Rogers and faculty at Columbia Business School.

Faculty

Faculty Member David Rogers

David Rogers

Academic Director in Executive Education, Columbia Business School

David Rogers is a globally recognized leader in digital business strategy known for his pioneering model of customer networks and his work on digital transformation. He is the author of four books, including The Network Is Your Customer and his newest one, The Digital Transformation Playbook: Rethink Your Business for the Digital Age. At Columbia Business School, Rogers is the academic director of two executive education programs, Leading Digital Transformation and Digital Business Strategy.

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

Google

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

Our program leader was articulate and deeply knowledgeable on the topic, the practical examples and case studies reinforced the learning. The search and social simulations were brilliant as they gave me an insight into what our internal resources needed to consider and will certainly help me ask the right questions when meeting with them.

— Faye Rosewall Black, Vice President Marketing, dmg events

The simulation part was fantastic since we were able to apply what we had learned and investigate the results. I was able to learn from my work and grow my skills.

— Mohamed Alshershabi, Loyalty Program Manager, Panda Retail Company

The two best parts for me where the videos in the modules and the in-depth knowledge professor David imparted along with the examples; the second best part were the webinars and the topics discussed in those webinars.

— Omar Jrab, Trade Marketing Manager, Philip Morris International

I think the modules and the digital marketing simulation were very helpful and engaging.

— Neha Achaibar, Digital Marketer, Freelancer

The simulations provided us with a chance to learn by doing, which is the best way, in my opinion.

— Ciprian Hatneanu, Marketing Manager for Romania and Bulgaria, Whirlpool Corporation

Certificate

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

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

Download Brochure

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.

FAQ

  • 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.


    At what other dates will this program be offered in the future?

    Check back to this program web page or email us to inquire whether 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 offer opportunities 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 program would be made available to students at the commencement of the program. 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 program fee.

    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 that 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 or 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 as 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 a 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.

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).

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Flexible payment options available. Learn more.