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
Contact
Liz N. Schultz
Senior Associate Director, Learning Solutions
+1 212-854-7613
liz.schultz@gsb.columbia.edu
Location
Columbia University Campus
New York City 
Plan your stay

"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

Hear from Jeremy Kagan, the program's faculty director, as he introduces the program.

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

Geographic Spread

Years of Management Experience

Job Function

Industry

 

Hear from Past Participants:

 

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.

* Program location may vary. While the majority of our programs run on campus, some programs may run off campus in New York City.