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.

To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today’s customers and integrated with their traditional marketing and business goals.

This program focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase.

Duration and Course Fee

  • Starts 14 Jun 2018
  • 3 Months
  • 2 - 4 hours per week
  • Course Fees USD 1400
 

Faculty

David Rogers David Rogers

Faculty at Columbia Business School

Columbia Business School

Course Highlights

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

SYllabus

a) Pre-Reads:

– The Network is your Customer


Framework

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


Application

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

Framework:

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


Application:

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 PPC (pay per click) ad campaigns

– Understand and measure Key Performance Indicators

– Write Targeted Ads

– Optimize landing pages

– Run an email marketing campaign


Frameworks:

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


Frameworks:

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


Application:

a) Assignment: Develop an Access Strategy for a chosen business

Frameworks:

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


Application:

a) Assignment: Reflection exercise

Frameworks:

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


Application:

a) Assignment: Reflection exercise

b) Assignment: Develop a Customize Strategy for a chosen business

Frameworks:

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


Application:

a) Assignment: Reflection exercise

Frameworks:

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


Application:

a) Assignment: Develop a Connect or Collaborate Strategy for a chosen business

Frameworks:

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


Application:

a) Assignment: Reflection exercise

Frameworks:

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


Application:

a) Assignment: Reflection excerise


Framework

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


Application

a) Assignment: Metrics of Measurement


Framework

a) Five Step Process

– Setting Objectives

– Segmentation & Brand Positioning

– Ideation & Concept Selection

– Execution

– Measurement


Framework

a) Skills and Training

b) Speed and Agility

c) Collaborating across Divisions

d) Collaborating across Business Units

e) Organizational Challenges of Digital Marketing


Framework

a) The Addressable Marketer

b) Techno diversity

c) Advertising’s Hollow Middle

d) Invisible Threats

e) Two Minds of Marketing

f) The vanishing CMO

BENEFITS TO THE LEARNER

Intellectual Capital

Intellectual Capital

  • Global Education
  • Rigorous and experiential curriculum
  • World-renowned faculty
  • Globally Connected Classroom: Peer to Peer Learning Circles
  • Action Learning: Learning by Doing

Brand-Capital

Brand Capital

  • Certificate from EMERITUS in collaboration with Columbia
    Business School Executive Education

Social-Capital

Social Capital

  • Build new networks through peer interaction
  • Benefit from diverse class profiles

Career-Capital

Career Capital

  • Professional Acceleration through our enriched leadership toolkit
  • Learn while you earn
  • Get noticed. Get ahead.

Duration and Course Fee

  • Starts 14 June 2018
  • 3 Months
  • 2 – 4 hours per week
  • Course Fees USD 1400

Faculty

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

STUDENT FEEDBACK

default image

Good explanation of content and videos by Professor Rogers.

Marcel Gonska CEO & Founder, WLC GmbH
GERMANY

Duration and Course Fee

  • Starts 14 Jun 2018
  • 3 Months
  • 2 - 4 hours per week
  • Course Fees USD 1400
 

Faculty

David Rogers David Rogers

Faculty at Columbia Business School

Columbia Business School

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