Digital Marketing Strategy 2: Developing Your Strategic Plan

To Be Announced  
	Liz N. Schultz
Liz N. Schultz
Senior Associate Director, Learning Solutions
+1 212-854-7613
[email protected]
Columbia University Campus
New York City
Plan your stay

"A fantastic week of getting more tools, learnings from inspiring cases, and sharing knowledge with fellow participants."
– Past Participant Annika Svensson, Head of Marketing Programs at Ericsson AB

Past participants and faculty director David Rogers share their experience at the program.

Digital Marketing Strategy 2: Developing Your Strategic Plan leads participants through the development of a strategic marketing plan for a real-world business. These plans can harness a variety of digital tools such as social media, content marketing, big data and personalization, mobile marketing, co-creation and collaboration, and digital advertising (display, SEM, email, mobile).

In this two-day workshop-style program, participants take the strategic planning framework taught in Digital Marketing Strategy and apply it to develop a real-world marketing plan.

Prior to the program, all participants have the option of submitting a personal digital marketing case for their own business. A personal case guideline helps you to clarify strategic objectives for your case, as well as customers, brand, and competitors. Participants who choose to complete a personal case have the option to submit it to be considered as a group project.

During the two-day program, each participant is assigned to a small group for two days of collaborative teamwork, with one personal case assigned per group. For personal cases not selected for group work, there is time over the two days to apply the strategic process individually or through one-on-one coaching. Everyone should arrive at the program ready for an intensive workshop style format that will challenge them to work as a team and develop an actionable strategic marketing plan.

The program incorporates a mix of:

  • Individual work to define your own personal digital marketing case
  • Interactive class discussion of strategic challenges and the planning process
  • Collaborative small-group work on each stage of the strategic planning process (objectives, segmentation, positioning, ideation, strategy selection, resource planning, metrics)
  • Coaching and feedback from faculty throughout your planning process
  • Final presentation of strategic plans for group feedback and discussion

Participants will leave with an actionable strategic plan, and the experience to apply the strategic planning process to any future business challenges.

Download an outline of David Rogers's digital marketing strategy planning framework.

Please Contact Us

Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.


Digital Marketing Strategy 2: Developing Your Strategic Plan provides executives with the framework, coaching, and skills to develop their own digital marketing strategy, around objectives that they define.

Summary of Benefits:

  • Develop an actionable strategic plan based on your own unique business needs
  • Link your digital marketing strategy to clear business goals
  • Set metrics and measurable objectives in advance to provide feedback and accountability
  • Ensure your digital strategy is focused on the right customer segments
  • Integrate digital with your traditional marketing efforts
  • Leverage a variety of tools — social media, content marketing, digital advertising, app development — as suits your own business' unique strategy
  • Balance quick wins with more ambitious digital efforts to build a sustainable advantage in the marketplace

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


The program begins with a week of advance work done remotely, with feedback from faculty. It culminates in a two-day onsite program, with a mix of individual work, team work, and coaching by faculty.

Sample Session Titles

  • Objective-setting: business objectives vs. marketing objectives
  • Your brand and competitive digital audit
  • Customer segmentation: demography, psychology, technology, value proposition
  • Strategy selection and concept ideation
  • Concept assessment, prioritization, and selection
  • Resource planning: skillsets, data, and silos
  • Integrating outbound and traditional marketing tools
  • Your metrics plan: objectives, KPIs, and ROI

Download an outline of David Rogers's digital marketing strategy planning framework.


Digital Marketing Strategy 2 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.

All participants need to have already completed the Digital Marketing Strategy program. The two programs can be taken at separate times, or together in a combined five-day sequence. (See: Digital Marketing Week)

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


Hear from Past Participants:


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.


The Digital Marketing Strategy 2 program is based on the strategic planning framework first published in "The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age."

This strategic framework has been developed while working with companies from a wide variety of b2c and b2c industries, including:

  • Associated Press
  • Bulgari
  • Ericsson
  • Holtzbrinck/MacMillan
  • Jackaroo Paper
  • Kunstmuseum Basel
  • Merck
  • Mexican Banking Association
  • Notre Dame University
  • Paradaski
  • Russlavbank
  • Sanofi
  • Santander
  • Unilever