Columbia Business School

Digital Marketing Intensive (Online)

Columbia Business School

Marketing

About Programme

Digital transformation and big data have revolutionized marketing and its methods, and the industry continues to evolve at an astonishing pace. Successful marketers know that to keep up with shifts in consumer behavior, they need to adapt their strategies and stay current on the latest digital technologies and trends.

The Digital Marketing Intensive (Online) is designed to offer a comprehensive overview of digital marketing and its tools, from display advertising, search engine marketing, and social media and influencer marketing to the impact of artificial intelligence (AI) and automation. As a participant, you’ll develop a deep understanding of consumers and the digital channels available to help you reach them as you learn to track, analyze, and optimize your digital campaigns to maximize return on investment (ROI).

Please contact our partners at Emeritus at [email protected] , +1 315-982-5094, or +1 315-277-2746 for a personal conversation about this program and how it may benefit you.

Delivered in collaboration with

“Digital marketing has become an essential component of every firm’s marketing strategy, but managers are grappling with this continuously evolving medium. It is critical to develop a systematic understanding of digital marketing and how its various components interact by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change.”

Kinshuk Jerath

Programme Content

Month 1
Digital Marketing Introduction, Trends, and Key Ideas
Month 1
Marketing Funnel and Customer Journey
Month 1
Data: The Enabler of Digital Marketing
Month 1
Display Advertising: The Programmatic Ecosystem
Month 2
Display Advertising: Metrics and Targeting
Month 2
Running Statistical Experiments to Measure Return on Investment (ROI) on Advertising Spend
Month 2
Search Engine Marketing: Search Engine Optimization
Month 2
Search Engine Marketing: Sponsored Search Advertising
Month 3
More Statistical Methodologies for Measuring Return on Investment (ROI) on Advertising
Month 3
Social Media Marketing: Creating Content
Month 3
Social Media Marketing: Engaging Consumers
Month 3
Viral Marketing
Month 4
Email Marketing and Affiliate Marketing
Month 4
Content Marketing and Inbound Marketing
Month 4
Data-Driven Marketing Attribution Analysis
Month 4
Data-Driven Techniques to Optimize Channel Budget Allocation
Month 5
AI, Automation, and Ethics in Implementing a Digital Marketing Program
Month 5
Business-to-Business Marketing
Month 5
Brand Management in Digital Marketing
Month 5
Challenges and Risks in Executing a Digital Marketing Program
Month 6
Capstone Project

Programme Audience

Marketers who want to expand their digital skills as well as professionals looking to start a career in digital marketing.

The program is ideal for:

Early to mid-level marketing professionals looking to expand their understanding of digital marketing, get hands-on experience with the latest tools and techniques, manage digital marketing efforts in their organization, and learn how to improve the customer experience or how analytics can be used to understand consumer behavior
Career switchers seeking to move into a career in digital marketing and get a hands-on understanding of the latest digital marketing tools and techniques
Consultants aiming to develop their knowledge of digital marketing tools and strategies to offer better solutions to their clients, gain a deeper understanding of analytics and consumer behavior, and learn how to build a comprehensive digital roadmap for their clients

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Contact us for the further details

Speak with an Advisor

  1. Pedagogy (case method, experiential learning, coaching, simulations)
  2. Programme Objective
  3. Contact Person Details
  4. Testimonials
  5. Programme Benefits
  6. Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Columbia Business School

Executive Education Office

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https://academics.gsb.columbia.edu
New York, USA

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Digital Marketing Intensive | Columbia CBS