Digital Marketing Strategy: Customers, Planning, and ROI

Date
Jun 10–12, 2019	$6,450
Nov 18–20, 2019	$6,450

Contact
Liz N. Schultz
Senior Associate Director, Learning Solutions
+1 212-854-7613
Lns11@gsb.columbia.edu

ENROLL NOW

DOWNLOAD BROCHURE

Location
Columbia University Campus
New York City
Plan your stay

Terms and Conditions

Print this page

Share with a colleague

OVERVIEW
IMPACT
PROGRAM STRUCTURE
PARTICIPANT PROFILE & TESTIMONIALS
FACULTY

"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 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 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

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

Geographic Spread

Years of Management Experience

Job Function

Industry

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

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."

Digital Marketing Strategy: Participant Testimonial “Actionable Frameworks”

John Kimmet

Head of Strategic Planning and Decision Analysis at Celgene

Michael Strober

SVP, Turner Entertainmnet Ad Sales, Time Warner

Annika Svensson

Head of Marketing Programs, Ericsson AB

Steven Hammond

Director - Global Partner Marketing, Emerson Electric Co.

Eric Prinsen

Marketing & New Business Development Consultant

Nancy Cooke

Head of International Marketing, Bath Spa University

Eric Woerner

SVP, Direct Energy US Home Services

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.