Digital Marketing Intensive (Online)

Date  
Oct 28, 2021–Apr 21, 2022 $6,950

Questions? Contact Us:

Emeritus
+1 315-982-5094
+1 315-277-2746
[email protected]

Duration: 6 Months
Time Commitment: 15–20 hours/week
 
Certificate Credit: 4
Learn more.

Delivered in collaboration with
Emeritus

“Digital marketing has become an essential component of every firm’s marketing strategy, but managers are grappling with this continuously evolving medium. It is critical to develop a systematic understanding of digital marketing and how its various components interact by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change.”
– The program's Faculty Director Kinshuk Jerath

Digital Marketing Intensive (Online)

Digital transformation has revolutionized marketing and its methods, and the industry continues to evolve at an astonishing pace. Successful marketers know that to keep up with shifts in consumer behavior, they need to adapt their strategies and stay current on the latest digital technologies and trends.

The Digital Marketing Intensive (Online) is designed to offer a comprehensive overview of digital marketing and its tools, from display advertising, search engine marketing, and social media and influencer marketing to the impact of artificial intelligence (AI) and automation. As a participant, you’ll develop a deep understanding of consumers and the digital channels available to help you reach them as you learn to track, analyze, and optimize your digital campaigns to maximize return on investment (ROI).

Please Contact Us

Please contact our partners at Emeritus at [email protected], +1 315-982-5094, or +1 315-277-2746 for a personal conversation about this program and how it may benefit you.

IMPACT

As a participant in the Columbia Business School Digital Marketing Intensive (Online), you will learn to develop a robust online presence for your company, helping you stay relevant and marketable.

The key takeaways of the program are:

  • Master the essentials of digital marketing channels like display, search, and social media, and deep dive into the world of content marketing
  • Explore the impact of key trends in the digital marketing industry, including AI and automation
  • Discover frameworks you can use to implement and measure the outcomes of your digital marketing campaigns
  • Learn to collect and use data to enable accurate consumer profiling and targeting, and explore data privacy to understand its potential impact on the future of digital marketing

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

PROGRAM STRUCTURE

Month 1:

  • Digital Marketing Introduction, Trends, and Key Ideas
  • Marketing Funnel and Customer Journey
  • Data: The Enabler of Digital Marketing
  • Display Advertising and the Marketing Funnel

Month 2:

  • Display Advertising and Ad Agencies
  • Return on Investment of Advertising
  • Search Engine Marketing: Search Engine Optimization
  • Search Engine Marketing: Sponsored Search Advertising

Month 3:

  • More Tools for Measuring Return on Investment of Advertising
  • Social Media Marketing: Creating Content
  • Social Media Marketing: Engaging Consumers
  • Viral Marketing

Month 4:

  • Email Marketing and Affiliate Marketing
  • Content Marketing and Inbound Marketing
  • Marketing Attribution
  • Implementing Digital Marketing and Optimizing Channel Budget Allocation

Month 5:

  • AI, Automation, and Ethics in Implementing a Digital Marketing Program
  • Business-to-Business Marketing
  • Brand Management in Digital Marketing
  • Challenges and Risks in Executing a Digital Marketing Program

Month 6:

  • Capstone Project

For complete details of the curriculum please download the program brochure.

PARTICIPANT PROFILE

Marketers who want to expand their digital skills as well as professionals looking to start a career in digital marketing.

The program is ideal for:

  • Early to mid-level marketing professionals looking to expand their understanding of digital marketing, get hands-on experience with the latest tools and techniques, manage digital marketing efforts in their organization, and learn how to improve the customer experience or how analytics can be used to understand consumer behavior
  • Career switchers seeking to move into a career in digital marketing and get a hands-on understanding of the latest digital marketing tools and techniques
  • Consultants aiming to develop their knowledge of digital marketing tools and strategies to offer better solutions to their clients, gain a deeper understanding of analytics and consumer behavior, and learn how to build a comprehensive digital roadmap for their clients

Columbia Business School Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for this program. More on the Alumni Tuition Benefit.

FACULTY

Kinshuk Jerath, Faculty Director
Professor of Business
Marketing
Columbia Business School

Kinshuk Jerath is Professor of Business in the Marketing Division at Columbia Business School. His research is in the area of technology-enabled marketing, primarily in online advertising, online and offline retailing and customer management, and he focuses on strategy development and measurement with data. His research has appeared in top-tier marketing journals, such as Marketing Science, Management Science, Journal of Marketing Research, and Journal of Interactive Marketing.