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Location: Columbia University Campus, New York City
Tuition: $5,500
Includes materials and some meals.
Digital technologies are transforming how marketers reach, engage, and deliver value to their customers. In a digital age, organizations must understand how customer networks behave and how to innovate the products, services, communications, and relationships that their customers seek.
The Digital Marketing Strategy program helps executives face these challenges by presenting the tools and best practices that the world's most successful companies are using to gain competitive advantage online. Participants will return to their organizations equipped to lead their own digital marketing strategies that achieve high-impact marketing objectives.
Overview
The rise of digital technologies has transformed the marketing paradigm. Marketers today face a constant proliferation of media channels, the growing power of the connected customer, and an explosion of new digital tools.
To succeed, marketers must be able to plan, implement, and measure digital strategies that are suited to today's customers and integrated with their traditional marketing and business practices.
The three-day program Digital Marketing Strategy focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and create new markets, products, and business models. Case studies will illustrate best practices from across b2b and b2c industries. Participants will leave with the frameworks and planning tools to lead new initiatives in their own companies.
Download the first chapter of David Rogers' The Network Is Your Customer.
Please Contact Us
Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.
Audience
Digital Marketing Strategy is designed for mid- and upper-level executives responsible for developing and implementing marketing strategy in b2b and b2c companies. It also is well suited for executives who develop or lead digital marketing for client companies.
Alumni of Columbia Business School and Columbia University are eligible for alumni tuition benefits for themselves and up to four of their colleagues on select programs. More on the Alumni Tuition Benefit.
Benefits
The course will provide executives with the concepts, best practices, and tools for digital marketing that meets the needs of today's organizations. Participants will learn to think strategically and achieve a variety of marketing goals, such as customer acquisition and loyalty, branding building, market entry, customer insight, and new product innovation using digital marketing.
Summary of Benefits:
- Evaluate the key technologies and digital tools available
- Learn to develop plans that leverage popular social media for customer acquisition and retention
- Produce and curate relevant content to build customer relationships
- Understand how to use mobile and customized media to target customers more effectively
- Create strategies to bring customers into your innovation process
- Develop new products, services, and business models for networked customers
- Know how to integrate digital marketing with your offline strategies and traditional media
- Learn how to develop analytics to measure the impact and ROI of digital marketing
- Understand how to manage brand risk and set guidelines and expectations for online conversations
- Be able to determine the skill sets required for your own digital initiatives
Upon completion of this program, you will earn 3 days towards a Certificate in Business Excellence. Learn more.
Curriculum
Digital Marketing Strategy combines a mix of dynamic lectures, interactive discussion, and group work in small teams. Sessions will focus on strategic concepts, frameworks, and case studies of digital marketing. Executives will apply the tools of the course to several real-world business challenges, as well as to their own organizations. Numerous case studies of successful companies will be examined from diverse industries — including b2b, healthcare, financial services, consumer goods, automotive, hospitality, media, technology, and business services.
Sample Session Titles
- From Mass Marketing to Customer Networks: Re-Thinking the Marketing Funnel
- Five Core Behaviors of Customers Online
- Access Strategy: Mobile, Local, in the Cloud, and On-Demand
- Engage Strategy: Relevant Content as a Marketing Tool
- Customize Strategy: From Mass Value to Niche Value
- Connect Strategy: Turning Customer Conversations into Online Marketing
- Collaborate Strategy: Make Customers Your Greatest Marketing Asset
- Mapping Your Digital Strategy to Your Objectives, Your Customers, Your Organization, and Your Competition
- Integrating Digital Strategy with Offline and Traditional Marketing
- Lessons from Brand Failures in Digital Marketing
- A Five-Step Process for Planning and Executing Digital Marketing Strategies
Download the first chapter of David Rogers' The Network Is Your Customer.
Special Features
Executives will make use of an online database of digital marketing business cases. The database draws on research into the strategies of hundreds of companies worldwide. Each case is tagged, to allow participants to easily sort them by industry, by strategy type, or by both.
New cases will be regularly added to the database, incorporating contributions from the practitioner community. Executives will be encouraged to suggest cases of their own, and to consult the database after the program for new business examples relevant to their own needs.
Sample cases include:
- Apple – that collaborated with a network of more than 50,000 apps developers to turn the iPhone into a category defining product
- Ford – that got customers to spread the word on its Ford Fiesta and build brand awareness in its target market
- Kiva – a charity that's given its donors the power to choose what projects and what families they want to sponsor, from a network of micro-entrepreneurs around the world
- Stephenie Meyer – who reached out to her early books fans online in their own sites, and helped build her Twilight books into a cult hit
- IBM – that built a videogame to teach business leaders about its business process software, and saw the game become its number one lead generation tool
These and many other cases from the book "The Network Is Your Customer" will be found in the online database, along with newer cases added each week.
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