Digital Marketing Strategy: Customers, Planning, and ROI
| Date | |
| Nov 18–20, 2019 | $6,450 |
| Jun 8–10, 2020 | $6,550 |
| Nov 16–18, 2020 | $6,550 |
Liz N. Schultz
Senior Associate Director, Learning Solutions
+1 212-854-7613
liz.schultz@gsb.columbia.edu
"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
Marketers today face a constant proliferation of marketing 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 their digital strategies and integrate them with their traditional marketing and business goals.
The Digital Marketing Strategy program teaches executives about the key digital marketing channels and strategies available to them. And while social networks come and go and apps gain fame and decline in popularity, the program teaches the managerial frameworks and strategies behind them, so that your decision making can be applied to whatever the next big thing in digital marketing might be. You'll learn how to think strategically and develop an ROI-based marketing plan, so that you can identify what's right for your customer and your organization.
Guest speakers illustrate best practices from across industries, and you'll leave with applicable frameworks and planning tools to lead new initiatives as you return to work.
Preferred Pricing for Digital Marketing Strategy and Strategic Storytelling
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.
IMPACT
The program provides executives with the strategies, best practices, and tools for digital marketing that meet the needs of their organizations. Participants 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.
Summary of Benefits:
- Learn how to identify digital marketing technologies and digital tools that are right for your organization
- Understand how to use content, mobile, and influencer marketing to target customers more effectively
- Learn how to develop analytics to measure the impact, effectiveness, and ROI of your digital marketing strategy
- Understand the power of testing and targeting in digital marketing
- Know how to integrate digital marketing with your offline strategies and traditional media
- Learn how 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
The program starts with an in-depth look at what makes digital different from the traditional marketing world so many executives and organizations are rooted in. Next, participants explore outbound marketing like advertising and promotional channels, inbound marketing like content creation and demand nurturing, and engagement strategies like customer relationship and community management.
Each of these types of marketing uses different sets of channels and tools to achieve success. Participants review each through hands-on exercises, applicable tools, and informed demonstrations to build experience with real-world tactics and data. Instructors highlight key areas of importance and industry guest speakers complement the sessions with their expertise on topics like influencer marketing, content and community strategies, and data analytics.
The program also strategically taps into the New York ecosystem to showcase digital marketing best practices. Learn more about the New York advantage of the program in this video:
For a complete program schedule download the agenda.
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.
This program is ideal for participants who have digital competency and even some vertical expertise, but who seek the high-level managerial tools and techniques to effectively manage a team or an agency for execution of their digital marketing plans.
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:
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
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
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
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
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
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."
FACULTY
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.