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    Digital Marketing (Online): Accelerate Your Marketing Strategy with Skills for the Digital Age
    Columbia Business School

    Digital Marketing (Online): Accelerate Your Marketing Strategy with Skills for the Digital Age

    Columbia Business School, New York
    HomeMarketing & SalesColumbia Business SchoolDigital Marketing (Online): Accelerate Your Marketing Strategy with Skills for the Digital Age
    9 weeksDuration
    onlineFormat
    EnglishLanguage
    MarketingTopic

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    About This Program

    Why Learn Digital Marketing? Powerful technology, interactive online communities, and robust search engines have shifted the balance of power to the customer, creating a complex digital landscape that marketers must navigate with care and precision. For those who want to stay ahead of the curve and impact their organizations' marketing strategies, this program offers a comprehensive journey through marketing in the digital era. In addition to gaining sustainable knowledge, practical skills, and strategic frameworks for understanding and influencing customers, you will have the opportunity to benefit from the insights of program faculty David Rogers, a globally recognized expert in digital business strategy and academic director in executive education at Columbia Business School. “I like the basic concept of the course, from mass marketing to customer networks. It gave me lots of valuable knowledge. Learning the strategic planning process and working on the simulations was exciting.” “The simulations were the best part of this course. They help you improve your technique of digital marketing and build a robust digital strategy.” “It was excellent. It was a 10-week course, lots of interaction with the other students, presenters, faculty and contributors, and interesting case studies and company profiles.”

    Why Columbia Business School?

    Few business schools can claim a campus embedded in one of the world's most consequential cities — and actually mean it. Columbia Business School has built its entire executive education philosophy around New York as a living laboratory: finance, media, technology, healthcare, and policy all intersect within walking distance of campus, and the faculty who teach executives are the same people advising the institutions that drive those industries.

    Benefits

    • Learn how to identify pivotal marketing priorities and effectively evaluate digital advertising and brand Learn how to identify pivotal marketing priorities and effectively evaluate digital advertising and brand experiences
    • Develop the ability to identify changing social media patterns and analyze how organizations employ connect and collaborate strategies
    • Learn digital advertising terminologies, ad auction dynamics, and optimization techniques using real-world simulation tools
    • Become proficient in using data for campaign optimization and translating customer insights into robust marketing strategies
    • Learn how to qualify and measure ROI, and gain the ability to evaluate and optimize marketing performance through simulations

    What You'll Learn

    • Module 1: Marketing in the Digital Era - Examine the shift in paradigms, from mass marketing to customer networks, Explore the marketing funnel and see how customer networks shape each stage, Dive into the core elements of customer behavior: access, engage, customize, connect, and collaborate, Understand paid marketing and organic marketing — and why you need both to succeed
    • Module 2: Access and Engagement - Discover how to use market access strategy to reach the target customers of an offering, Identify types of content marketing that work effectively with the engagement strategy, Learn how an organization can use the access and engagement strategies to create new value for its customers
    • Module 3: Customize - Learn how to use the customize strategy to create new value for the customer, Discover the power of targeted communications to influence customers, Develop a practical understanding of segmentation and its applications, Take a closer look at constraints and complications you might encounter with this strategy
    • Module 4: Connect and Collaborate - Identify changing patterns in social media usage, Discover how the connect strategy can improve customer relationships, customer support, product development, and digital sales, Learn how different approaches to the collaborate strategy can improve the value of products or services
    • Module 5: Digital Advertising and Social Networks - Identify key marketing terms related to digital advertising and social media, Examine the strengths and weaknesses of digital marketing, discover the latest trends, and learn to benefit from its advantages, Explore the dynamics of an advertising auction, such as ranking factors and bidding, Analyze and interpret data using a marketing simulation tool to optimize your digital marketing efforts
    • Module 6: The Power of Data and Analytics for Marketers - Learn how to analyze digital marketing data and optimize a campaign to meet business objectives, Discover how to apply marketing best practices in a realistic advertising interface, Understand how customer insights can shape an organization’s marketing strategy, Explore considerations such as data privacy, regulations, and the strategic value of data
    • Module 7: Marketing Measurement and ROI - Understand how your organization defines ROI and become familiar with the challenges of measuring it, Learn the principles of measuring the impact of marketing, Engage in Novela simulation activities to discover how optimizing marketing performance can maximize ROI
    • Module 8: Strategic Planning, Marketing and the Organization, and the Future of Marketing - Apply a five-step process for creating an effective customer-centric marketing strategy, Discover how to earn a seat at the top table for digital marketing to influence business strategy, Examine the future of marketing from a digital perspective

    Frequently Asked Questions

    How to Apply

    1. 1

      Check your eligibility

      Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

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    3. 3

      Contact the school

      Send a message directly to Columbia Business School via Gradia to request a brochure or speak with an admissions advisor.

    4. 4

      Prepare your application

      Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

    5. 5

      Submit your application

      Apply directly through Columbia Business School's official application portal.

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