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Digital Marketing Strategy II

Digital Marketing Strategy II


Digital Marketing Strategy II: Developing Your Strategic Planleads participants through development of a strategic marketing plan for their own, or another, real-world business. These plans can harness a variety of digital tools such as social media, content marketing, big data and personalization, mobile marketing, co-creation and collaboration, and digital advertising (display, SEM, email, mobile).

Participants in this program apply the strategic planning framework taught in Digital Marketing Strategy to a real-world business challenge. There are two options for enrolling:

  • Bring your own real-world project. Students can come with a specific marketing challenge from their own organization. There will be advance work before you arrive, to carefully define the parameters of your project. While we are on campus, you will work individually, receive peer coaching in small teams, and have faculty guidance and coaching at each stage, to develop your own strategic plan.
  • Work on an assigned real-world project. Students can choose to work in a small team to develop a strategic plan for a real-world organization. Your “client” will be assigned by the instructor, and will provide the critical business information you need to develop a strategic plan for them. Your peer group will receive faculty guidance and coaching at each stage.


In the week prior to arriving at Digital Marketing Strategy II, participants complete pre-program work and receive coaching about their specific projects. They should arrive at the two-day program ready for an intensive workshop style format that will help them formulate a plan to address their organization's specific challenges.
The program incorporates a mix of:

  • Pre-program work to define your own project scope and objectives
  • Individual work on each stage of your strategic planning process
  • Small group work, collaborating with peers on ideation, strategy selection, and the development of metrics
  • Interactive class discussion of strategy challenges and implementation
  • Feedback from the faculty director and program coaches throughout the development of your strategic plan


Participants will leave with an actionable strategic plan based on the unique challenges of their own businesses.

Download an outline of David Rogers's digital marketing strategy planning framework.


Digital Marketing Strategy II: Developing Your Strategic Plan provides executives with the framework, coaching, and skills to develop their own digital marketing strategy, around objectives that they define.

Summary of Benefits:

  • Develop an actionable strategic plan based on your own unique business needs
  • Link your digital marketing strategy to clear business goals
  • Set metrics and measurable objectives in advance to provide feedback and accountability
  • Ensure your digital strategy is focused on the right customer segments
  • Integrate digital with your traditional marketing efforts
  • Leverage a variety of tools--social media, content marketing, digital advertising, app development--as suits your own business' unique strategy
  • Balance quick wins with more ambitious digital efforts to build a sustainable advantage in the marketplace


Upon completion of this program, you will earn two days towards a Certificate in Business Excellence. Learn more.


The program begins with a week of advance work done remotely, with feedback from faculty. It culminates in a two-day onsite program, with a mix of individual work, team work, and coaching by faculty.

Sample Session Titles

  • Objective-setting: business objectives vs. marketing objectives
  • Your brand and competitive digital audit
  • Customer segmentation: demography, psychology, technology, value proposition
  • Strategy selection and concept ideation
  • Concept assessment, prioritization, and selection
  • Resource planning: skillsets, data, and silos
  • Integrating outbound and traditional marketing tools
  • Your metrics plan: objectives, KPIs, and ROI


Download an outline of David Rogers's digital marketing strategy planning framework.

Audience & Testimonials

Digital Marketing Strategy II is designed for mid- and upper-level executives responsible for developing and implementing marketing strategy in b2b and b2c companies. It also is well suited for executives who develop or lead digital marketing for client companies.

All participants need to have already completed the Digital Marketing Strategy program. The two programs can be taken at separate times, or together in a combined five-day sequence. (See: Digital Marketing Week)

Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.

What recent participants say about Digital Marketing Strategy II:

"I am really impressed by David Rogers’ lectures! Both in the whole understanding of the content and for excellent contribution in discussions and coaching."  – Håkon Preus, Senior Consultant / Executive Strategic Advisor, Schjærven Reklamebyrå AS

"This program is amazing, it changed my understanding of lots of marketing concepts & I ended up with more mature strategies."  – Doaa Saber, Senior Executive, Qatar Financial Centre Authority


David Rogers, Faculty Director
Executive Director of BRITE, Center on Global Brand Leadership at Columbia Business School
Faculty Member, Executive Education

David Rogers is the founder and host of the Center on Global Brand Leadership's acclaimed BRITE conference on brands, innovation, and technology, where global CMOs come together with leading technology firms, start-ups, entrepreneurs, and thought leaders, to address the challenges of building strong brands in the digital age. Rogers is a globally recognized leader on brands and digital strategy, known for his pioneering model of customer networks. He has advised global companies on marketing and digital strategy, including Visa, Lily, SAP, Kohler, Macmillan and China Eastern Airlines. He has appeared on CNN, CNBC, Marketplace, Reuters, and Channel News Asia in addition to delivering keynotes at conferences worldwide on the ways that technology is transforming brands and business strategy.

Rogers is the author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His latest research, and next book, addresses how companies can link digital strategies to clear business objectives in an era of constant disruptive change.

Along with David Rogers, additional Columbia Business School faculty contribute to and teach in the program.


Special Features

The Digital Marketing Strategy II program is based on the strategic planning framework first published in “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.”

This strategic framework has been developed while working with companies from a wide variety of b2c and b2c industries, including:

  • Bulgari
  • Levi Strauss
  • China Eastern Airlines
  • Holtzbrinck/MacMillan
  • Kohler
  • Panasonic
  • JP Morgan
  • BD
  • The Associated Press
  • Illy Café
  • Tourism Ireland
  • Le Pain Quotidien
  • Lutron Electronics
  • Notre Dame University

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Earn Your Certificate

The Certificate in Business Excellence (CIBE) is awarded to participants who complete a total of 18 program days within a four-year period.

Learn more about the benefits of earning a CIBE.