DIGITAL MARKETING: CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS
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.
WHO IS THIS COURSE FOR?
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.
WHAT ARE THE LEARNING OUTCOMES?
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 Institute of Management to offer a portfolio of online programs. You can read more about this relationship here.
– 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
f) Omni Channel Thinking
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
a) Introduction to Collaborate Strategy
b) Passive Contribution – Waze
c) Active Contribution – CNN iReport
d) Solving the Expertise Gap
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
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
– Instagram & Pinterest
– Snapchat & Messengers
b) Evolving Ad products
– Display and Video Ads
– Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now
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
– 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
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
Faculty at 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.
- Orientation 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.
- Weekly 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.
- Recorded Video Lectures
The recorded video lectures are by faculty from the collaborating university.
- Live 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 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.
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.
- Continued 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.
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.
ADMISSION & FEES
DURATION AND COURSE FEE
- Starts 24 June 2019
- 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
- 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.
I really enjoyed listening to all the modules. I love the way the information is given and it’s easy to digest. The course is very well organized and uses real-life examples. I also really liked the industry expert webinars. And last but not least, I enjoyed working on the simulations, it was fun doing the social media portion, I was totally invested in reaching the goals! The simulation was also a great learning experience, I feel more confident now about going and setting up some real-life campaigns.
I enjoyed many aspects of the course: the combination of video lectures, webinars, simulations and assignments helped break the monotony and understand the various aspects of digital marketing. I think the case studies/examples of actual brands in the videos made it much easier to understand various digital strategies and how to use them in my own projects.
Lots of real-world examples in lectures. The assignments involved studying real-world companies and developing strategies for these companies. Lots of up-to-date knowledge. Quality education! Great live webinars on regular basis, cordial hosts, and great facilitators.
Garima Uniyal Software Engineer, AOL
The best part was actually the mix of different educational mediums (mix of video lectures, assignments, group projects, discussions, and webinars) that made it so interesting, educational and engaging. It helped me learn at my pace, while I was traveling, and kept me engaged all through the course. Also, the mix of industry backgrounds and nationalities of the student body was priceless. I hope to stay connected with my peers as sharing experiences is how you can get a global perspective on today’s business.
One of the best aspects of this course was the opportunity to work and network with an international cohort. The chance to get in touch with classmates is unique. I can say the course changed my vision about strategy and results.
Diego Nascimento Manager, Gammon Presbyterian Institute
The best parts of this course were the simulations and the video lectures by Professor David Rogers. The course provided a clear and simple roadmap to digital marketing. The simulations gave me the confidence to handle real-world advertising campaigns.
The simulations in the course helped me learn how to execute a digital marketing strategy.
NHAT ANH PHAM Research and Development Product Specialist, ACB Bank
The lectures and simulations were exceptional—easily the best part of the course. The lectures helped illuminate concepts using interesting case studies, while the simulations helped us apply theoretical concepts and made them real in terms of the results we could accomplish using SEM and social media. The assignments were also useful in helping us test our own understanding of concepts and the feedback was invaluable in helping us understand where we needed to improve.
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