Postgraduate Diploma in Digital Business

Curriculum

Five Domains of Digital Transformation: Understanding the drivers that impact digital strategies
  • The Five Domains of Digital Transformation - A Holistic Framework
  • From Mass Marketing to Customer Networks and New Path to Purchase
  • Five Core Behaviors of Customers in the Digital World
  • Platform overview
  • Coopetition, Dis/intermediation, and Asymmetric Competitors
  • Building Data as a Strategic Asset for Your Business
  • Big Data at Work: New Data, New Tools, and Templates of Value
  • Innovation Through Experimentation: AB Test and Minimum Viable Products
  • Translating the Lean Startup to Enterprise Scale Innovation
  • Adapting Your Value Proposition
Digital Business Models: Executing a Digital Transformation
  • Mastering Disruptive Business Models
  • Surviving Disruption: Six Incumbent Responses to a Disruptive Challenger
  • Leadership and the Customer Value Imperative
The Platform Business Model: Leading Digital Innovations
  • Digital Transformation: From Products to Platforms, Network Effects
  • Digital Transformation Concepts: Markets, Environment and Structure
  • Designing your digital business model for success
  • Launching and growing a Digital Platform
  • Leveraging Open Innovation
  • Strategy and Competition in the Digital Age
  • Governing your Digital Platform
Digital Marketing Strategy: Driving Customer Engagement
  • The Five-Step Process of Planning and Executing Your Digital Marketing Strategy (Overview) + Access Strategy
  • Engage Strategy
  • Customize Strategy
  • Connect Strategy
  • Collaborate Strategy
  • Digital Advertising Mix - Key Channels and Principles
  • Best Practices from Brands on Social Networks
  • Lessons From Brand Failures in Social Media [Optional]
  • Making Digital Matter - Metrics, ROI and Agile Modelling
  • Organizational Challenges of Digital Marketing [Optional]
  • Six Faces of the Near Future of Marketing [Optional]
INDUSTRY EXAMPLES INCLUDE

Apple

New York Times

Wren

Google

Makarov

SAP

Brightcove

Intuit QuickBook

Microsoft HealthVault

Tesla

British Airways

Khan Academy

Netflix

Warby

Coca-Cola

APPLICATION DETAILS

Program fee: USD 3600
 
Non-refundable application fee: USD 50 Application deadline:
  • 30 Oct 2018
Program commences: 02 Nov 2018
 

Faculty

David Rogers David Rogers

Faculty at Columbia Business School

Columbia Business School
Geoffrey Parker Geoffrey Parker

Visiting Scholar and Research Fellow, MIT Initiative on the Digital Economy (IDE)

 Management Executive Education

APPLICATION DETAILS

Program fee:

USD 3600

 

Non-refundable application fee: USD 50

Application deadlines:

  • Round 1: 30 Oct 2018

 

Program commences: 02 Nov 2018

Applications are on a rolling basis. This program is expected to fill to capacity.

APPLICATION DETAILS

Program fee: USD 3600
 
Non-refundable application fee: USD 50 Application deadline:
  • 30 Oct 2018
Program commences: 02 Nov 2018
 

Faculty

David Rogers David Rogers

Faculty at Columbia Business School

Columbia Business School
Geoffrey Parker Geoffrey Parker

Visiting Scholar and Research Fellow, MIT Initiative on the Digital Economy (IDE)

 Management Executive Education
Global Ivy Emeritus Institute of Management