This course is based on Prof. David Rogers’ course on Digital Marketing Strategies taught to executives that come to Columbia Business School from all over the world.

The marketing paradigm has transformed with the rise of digital technologies. Companies today face a constant proliferation of social media channels, the growing power of connected customers, and an explosion of new digital tools.



The course is open to professionals keen to master the fundamentals of Digital Marketing strategies and current Digital Marketers who would like to learn the latest concepts.

Previous batches have come from

  • Industries: Banking, Software, Consulting, Education, Advertising, Retail, Media, Consumer Packaged Goods, Healthcare.
  • Countries: United States, India, Brazil, United Kingdom, Mexico, Australia, Chile, Hong Kong, Thailand, Germany.



At the end of this course, participants will learn to:

  • Marketing in a world of digital savvy customers
  • Frameworks for reaching and connecting with digital customers
  • Process for planning and executing digital marketing strategy
  • Best practices from the best digital brands


EMERITUS and Columbia Business School Executive Education

Columbia Business School Executive Education has collaborated with EMERITUS to offer a portfolio of online programs. You can read more about this relationship here.


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  • Interactive Lecture
    120Video Lectures
  • Discussions
    2 Simulations
  • Real World Applications
    10Real World Applications
  • Peer Learning
    5 Discussions


a) Pre-Reads:

– The Network is your Customer


a) From Mass Markets to Customer Networks

b) Mass Market Model Vs Customer Network Model

– Story #1 – Bashing your Brand (United Airlines)

– Story #2 – Loving your Brand (Coca–Cola)

– Story #3 – Driving your Business (CISCO )

c) Definition of a Customer Network & Who is in your customer network

d) Metcalfe’s law & Milgram’s Small world hypothesis

e) Power Laws and the 90-9-1 rule (Bell curve)

f) 1-to-1 communications tools to many-to-many communication tools

g) Rethinking the Marketing Funnel


a) Assignment: Reflect on your personal digital interactions and describe the customer network for your business


a) Digital Advertising Overview

b) Email Marketing

c) Search Engine Advertising

d) Display Advertising

e) Video Advertising

f) Principles of Effective Digital Advertising: Targeting

g) Principles of Effective Digital Advertising: Personalization

h) Principles of Effective Digital Advertising: Optimization


a) Digital Marketing Simulation – You will learn the principles of online advertising
through a real-world scenario in a simulated environment.

You will learn to:

– Perform Strategic Keyword research

– Build pay per click (PPC) ad campaigns

– Understand and measure Key Performance Indicators

– Write Targeted Ads

– Optimize landing pages

– Run an email marketing campaign


a) Five Core Behaviors of Customers in the Digital World

b) Maslow’s Theory and Customer Network Behaviors

c) Introduction to Core Behaviors – Access, Engage, Customize, Connect & Collaborate


a) On Demand Services

b) Mobile Wallets and Loyalty

c) Location Based Services

d) Mapping Path to Purchase + Micro-moments

e) Showrooming

f) Omni Channel Thinking

g) Wearables

h) Challenges for the Access strategy


a) Assignment: Assignment: Analyze and explain how a selected company utilizes the Access Strategy


a) Introduction to Engage Strategy

– Offering Utility and Being Relevant

– Showing a Personal Face and Targeting Your Audience

– Linking Content to Conversions

– Who Creates the Content

– Key Issues of the Engage Strategy


a) Assignment: Assignment: Analyze and explain how a selected company utilizes the Engage Strategy


a) Introduction to Customize Strategy – Netflix

b) Personalized E-commerce – Lancome & Warby-Parker

c) Personalized Packaging – Coke

d) Mix and Match Products – Starbucks + Customer Manufacturing

e) Targeted Communications

f) Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas

g) Marketing Automation

h) Are you too targeted? – The Target Story

i) Key issues for the Customize strategy – The Paradox of Choice

j) The Four Sharing Mindsets

k) The Uncanny Valley


a) Assignment: Analyze and explain how a selected company utilizes the Customize Strategy


a) Listen and Learn, and What to listen for?

b) Examples of Listening

c) Social Customer Service

d) Gamify your Conversations

e) Provide a Forum

f) Ask for Ideas

g) Add a Layer of Value

h) Common Metrics to Measure and Defining Your Terms

i) Key Challenges for the Connect Strategy


a) Assignment: Analyze and explain how a selected company utilizes the
Connect Strategy


a) Introduction to Collaborate Strategy

b) Passive Contribution – Waze

c) Active Contribution – CNN iReport

d) Solving the Expertise Gap

e) Crowdfunding

f) Open Competition – Doritos and Innocentive illustrations

g) Open Platforms

h) Key issues for the Collaborate Strategy

– Motivations for network collaboration
– Modularity of the problem
– Skills of Participants
– The Bottom is Not Enough


a) Assignment: Analyze and explain how a selected company utilizes the
Collaborate Strategy


a) Auto-pilot is for planes, not for Social Media

b) Deception is easily revealed

c) Employees, left to themselves, will not always act in your interest

d) Bullying does not work

e) You don’t own the #conversation

f) Offline actions spark online world of mouth

g) Thoughtful Participation does work

h) Reputation Warfare


a) Organic vs Paid

b) Major Social Networks – Pros and Cons

– Facebook
– Twitter
– Linkedin
– Instagram & Pinterest
– Youtube
– Snapchat & Messengers

b) Evolving Ad products

– Display and Video Ads
– Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now
– YouTube

c) Targeting Options

– Re-targeting and Custom/Look alike audiences
– Application of Facebook Targeting

d) Online Influencers & Customer Decisions


a) Swimming in Data

b) Speaking Different Languages

c) Barriers to Measuring ROI

d) Apples and Oranges

e) Which half of my digital is working?

f) Model Based on Your Strategy

– The Ford Fiesta Example

– CitiBike Example

g) Focus on KPI’s

– Visa Example

h) Question your Data

– Correlation

– Last Touch Attribution

– Test and Control

– Example of Test and Control – Buzzfeed

i) 7 habits of the agile marketing modeler


a) Assignment: Metrics of Measurement


a) Five Step Process

– Setting Objectives

– Segmentation & Brand Positioning

– Ideation & Concept Selection

– Execution

– Measurement


a) Skills and Training

b) Speed and Agility

c) Collaborating across Divisions

d) Collaborating across Business Units

e) Organizational Challenges of Digital Marketing


a) The Addressable Marketer

b) Techno diversity

c) Advertising’s Hollow Middle

d) Invisible Threats

e) Two Minds of Marketing

f) The vanishing CMO


  • David Rogers
    David Rogers
    Faculty at Columbia Business School
    Columbia Business School


David Rogers, a member of the faculty at Columbia Business School, is a globally-recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He is author of four books, including “The Network Is Your Customer,” and the forthcoming, “The Digital Transformation Playbook: Rethink Your Business to Adapt and Thrive in the Digital Age.”


EMERITUS follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

  • OrientationOrientation Week
    The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.
  • Goal SettingWeekly Goals
    On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.
  • Video LecturesRecorded Video Lectures
    The recorded video lectures are by faculty from the collaborating university.
  • Live WebinarsLive Webinars
    Every few weeks, there are live webinars conducted by EMERITUS course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.
  • Clarifying DoubtsClarifying Doubts
    In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.
  • Follow-UpFollow-Up
    The EMERITUS Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.
  • Continuous Course AccessContinued Course Access
    You will continue to have access to the course videos and learning material for up to 12 months from the course start date.

EMERITUS Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.


Device Support

You can access EMERITUS courses on tablets, phones and laptops. You will require a high-speed internet connection.



On completing the course you join a global community of 5000+ learners on the EMERITUS Network. The Network allows you to connect with EMERITUS past participants across the world.



  • Starts 10 March 2020
  • 3 Months
  • 2 – 4 hours per week
  • Course Fees USD 1400


  • You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
  • We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
  • You will be provided a course login within 48 hours of making a payment.


  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button


We have listed two type of FAQs:

  • FAQs common to all courses. These are available at COMMON FAQs
  • Course specific FAQs



  • Digital Strategies for Business:
    This course teaches a comprehensive set of strategies and frameworks that will help you conceptualize a digital transformation strategy for your business. If your company is working on creating a digital transformation strategy or if your interest is in understanding how to approach digital transformation for a business, this course is appropriate for you.
  • Digital Marketing:
    This course teaches digital marketing from a strategic perspective. Most companies commence their digital transformation by first adopting digital marketing. If your company is exploring implementing digital marketing or has an established digital marketing function, this course is appropriate for you. The course will help you critically evaluate your company’s digital marketing strategy and discover areas of opportunity.
  • Digital Transformation:
    This course teaches you one of the most popular strategies for digital transformation: the digital platform approach. Keep in mind that the largest digital companies in the world today have adopted a digital platform strategy. Uber, Airbnb, Google, Amazon – are digital platforms. This course is appropriate for you if you want to learn how to transform your business (or start a new one) into a highly scalable, highly profitable, disruptive digital platform business.


You can see our participants talking about their learning experience – here
(These are LinkedIn posts & will require you to log in to LinkedIn to see them).

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Good explanation of content and videos by Professor Rogers.

Marcel Gonska CEO & Founder, WLC GmbH



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