Executive Education
- MBA
- Executive MBA
- Doctoral
- Master of Science
- Executive Education
- Undergraduate Concentration
Date | |
Jun 10–12, 2019 | $6,450 |
Nov 18–20, 2019 | $6,450 |
"In a world where digital marketing changes in the blink of an eye, it is important to get real world insights. A course like this provides that forum where theory, application, and diverse professionals intersect."
– Program Participant Kevin Strawbridge, Vice President Global eCommerce at Rackspace
The rise of digital technologies has transformed the marketing paradigm. Marketers today face a constant proliferation of social media channels, the growing power of the connected customer, 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.
The three-day program Digital Marketing Strategy focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase. Case studies will illustrate best practices from across b2b and b2c industries. Participants will leave with the frameworks and planning tools to lead new initiatives in their own companies.
Preferred pricing is available for executives who enroll in the Digital Marketing Strategy and Strategic Storytelling programs. The two programs feature complementary learnings and run back to back during the same week at Columbia Business School. Please contact Liz Schultz at liz.schultz@columbia.edu or +1 212-854-7613 for more information.
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:
Upon completion of this program, you will earn three days towards a Certificate with select alumni and tuition benefits. Learn more.
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
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.
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.
"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."
"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."
"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."
"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."
"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."
"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."
Jeremy Kagan, Faculty Director
Adjunct Professor of Business, Columbia Business School
Managing Director, The Eugene Lang Entrepreneurship Center
Jeremy Kagan is a professor of Business at Columbia Business School, where he teaches marketing and the internet. He has previously taught interactive business and entrepreneurship courses as a professor in Metropolitan College's Media MBA program.
Kagan is the founder and CEO of Pricing Engine, a web service that empowers users to benchmark, optimize, and expand their digital marketing campaigns. He has been a strategy consultant and corporate trainer in the digital media industry, where his clients include companies in content, services, and e-commerce as well as traditional companies needing digital media expertise.
Kagan previously worked at Sony Music Entertainment as vice president of Global Account Management, working with large partners such as Nokia and Sony Ericsson. He has also worked at Publicis Modem, IBM Business Consulting Services (formerly PriceWaterhouse Coopers), and as an independent consultant to a variety of media and technology clients, from cable channels to email technology companies.
Along with Jeremy Kagan, additional Columbia Business School faculty contribute to and teach in the program.