IMPACT

The course will provide executives with the case studies, best practices, and tools for digital marketing that meets the needs of today's organizations. Participants will learn to think strategically and achieve a variety of marketing goals, such as customer acquisition and loyalty, brand building, market entry, customer insight, and new product innovation using digital marketing.

Summary of Benefits:

• Evaluate the key technologies and digital tools available for marketing
• Understand your customers’ digital path to purchase
• Leverage social media for customer acquisition and retention
• Produce and curate relevant content to build customer relationships
• Understand how to use mobile and customized media to target customers more effectively
• Create strategies to collaborate with customers to drive innovation and insights
• Know how to integrate digital marketing with your offline strategies and traditional media
• Learn how to develop analytics to measure the impact and ROI of digital marketing
• Understand how to manage brand risk and set guidelines and expectations for online conversations
• Be able to determine the skill sets required for your own digital initiatives

Upon completion of this program, you will earn three days towards a Certificate with select alumni and tuition benefits. Learn more.

PROGRAM STRUCTURE

Digital Marketing Strategy combines a mix of dynamic lectures, interactive discussion, and group work in small teams. Sessions will focus on strategic concepts, frameworks, and case studies of digital marketing. Executives will apply the tools of the course to several real-world business challenges, as well as to their own organizations. Numerous case studies of successful companies will be examined from diverse industries – including b2b, healthcare, financial services, consumer goods, automotive, hospitality, media, technology, and business services.

Sample Session Titles

• From Mass Marketing to Customer Networks: Re-Thinking the Marketing Funnel
• Access Strategy: Mobile, Local, in the Cloud, and On-Demand
• Engage Strategy: Creating and Curating Content as a Marketing Tool
• Connect Strategy: Mining Social Media Conversations for Insights and Influence
• Collaborate Strategy: Contests, Contribution, Crowd Funding, and Open Platforms
• Best Practices for Brands on Social Networks: Facebook, Twitter, LinkedIn, Google+, and More
• Making Digital Matter: Metrics, ROI, and Agile Modeling
• The Digital Advertising Mix: Search, Display, E-mail, Video – Using Each and Measuring Impact
• Lessons from Brand Failures in Digital Marketing
• Emerging Technologies: What's New on the Horizon and the Opportunities for Marketers
• A Five-Step Process for Planning and Executing Digital Marketing Strategies

Download the first chapter of David Rogers' The Network Is Your Customer.

PARTICIPANT PROFILE & TESTIMONIALS

Digital Marketing Strategy 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.

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.

Typical Participant Mix

Hear from Past Participants:

Digital Marketing Strategy: Participant Testimonial “Actionable Frameworks”

John Kimmet

Head of Strategic Planning and Decision Analysis at Celgene

John Kimmet, Head of Strategic Planning and Decision Analysis at Celgene, talks about new digital marketing needs in a changing business world and how Columbia's Digital Marketing program helped him better understand the macro environment and provide him with actionable frameworks in a short period of time.

Michael Strober

Michael Strober

SVP, Turner Entertainmnet Ad Sales, Time Warner

"This course delivers an indescribable learning experience for anyone involved in connecting with customers. It's not digital marketing. It's marketing in the digital era."

Annika Svensson

Annika Svensson

Head of Marketing Programs, Ericsson AB

"A great program combining concrete tools, inspiration, and a fantastic exchange of ideas with experience from B2C and B2B and all parts of the world."

Steven Hammond

Steven Hammond

Director - Global Partner Marketing, Emerson Electric Co.

"Anyone can learn what tools to use, but combining them in unique and creative ways to drive business outcomes is challenging. This program achieves it."

Eric Prinsen

Eric Prinsen

Marketing & New Business Development Consultant

"Since the program concluded, I am leading a project to 'connect & engage' with teens & tweens for a Yoghurtsnack brand. We launched a huge social media activation program as part of the overall marketing strategy. I've used the things I learned at the program almost every day for this project. I put everything into practice almost immediately."

Nancy Cooke

Nancy Cooke

Head of International Marketing, Bath Spa University

"I was specifically searching for a digital marketing program and looked at all the top business schools in the U.S. and Europe. Columbia offered the course content and faculty that was perfect for me."

Eric Woerner

Eric Woerner

SVP, Direct Energy US Home Services

"A change in my role added our company's marketing strategy to my responsibilities. Having attended the Digital Marketing Strategy program, I am ready to think about what my company is trying to achieve and where we should lay the train tracks."

Digital Marketing Strategy: Participant Testimonial “Actionable Frameworks”

John Kimmet

Head of Strategic Planning and Decision Analysis at Celgene

Michael Strober

Michael Strober

SVP, Turner Entertainmnet Ad Sales, Time Warner

Annika Svensson

Annika Svensson

Head of Marketing Programs, Ericsson AB

Steven Hammond

Steven Hammond

Director - Global Partner Marketing, Emerson Electric Co.

Eric Prinsen

Eric Prinsen

Marketing & New Business Development Consultant

Nancy Cooke

Nancy Cooke

Head of International Marketing, Bath Spa University

Eric Woerner

Eric Woerner

SVP, Direct Energy US Home Services

FACULTY

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.