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Leonard N. Stern School of Business

Digital Marketing and Social Media Strategy - Leveraging Analytics and Artificial Intelligence

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The emergence of the Internet has drastically changed various aspects of an organization’s operations. Some traditional marketing strategies are now completely outdated, others have been deeply transformed, and new digital marketing strategies are continuously emerging based on the unprecedented access to vast amounts of information about products, firms, and consumer behavior. In this program, we will examine best-practices related to the business use of social media and digital marketing. While there will be sufficient attention given to top level strategy used by companies adopting social media and digital marketing, the course will also focus on digital analytics oriented tools: how to make organizations more intelligent in how they conduct business in the digital age. Measurement plays a big role in this space. Thriving in such an environment requires the understanding and leveraging of the major mega-trends of today such as Digital Attribution Social Listening, Big Data and the Social-Graph for external and internal business innovation. Based on the composition of the participants, we will discuss how specific firms can create a comprehensive social media and digital marketing plan and execute it.


Upon completion of this course, participants will receive a Certificate of Achievement. This program is also eligible for Continuing Professional Education (CPE) credits through NASBA.

Program Takeaways

During this course, participants will:


Discover how to extract business intelligence from social listening tools


Learn how businesses can tap into the open innovation opportunities in the digital world

Best Practices

Examine the best practices in social media and digital marketing from multiple perspectives in multiple industries



8:30 am - 9:00 am: Breakfast

Session 1: Understanding Social Media Strategy

  • How social media is changing businesses
  • Leveraging major social media platforms such as Facebook, Twitter and Pinterest for customer acquisition and retention.
  • Discuss social media marketing strategies and execution in various industries.
  • Case studies of successful case studies and learnings from therein.
  • Team Session: Creating the next generation social enterprise.
  • Social business for B2B: Case studies & best practices.

Session 2: Exploring Digital Marketing and Attribution Analysis

Strategic search engine marketing, web analytics, and digital advertising models.

  • New metrics (audience/channel specific/universal engagement metrics) for evaluating success of digital marketing campaigns.
  • Team Session: Hands-on case analysis on how to leverage search advertising in generating customer sales in a cost-effective manner.

A framework for digital marketing attribution.

  • Digital attribution across different media and different devices.
  • Hands on data analyses of multi-channel budget allocation in digital marketing.

12:15 pm - 1:15 pm: Lunch

Session 3: Leveraging Social Networks and User Analytics

Using social media networks for brand value.

  • Distinguishing homophily from influence in social networks.
  • Understanding and leveraging the peer influence process.
  • Discuss different mechanisms through which products and ideas go viral.
  • The science of viral marketing

Methods for measuring the true impact of social networks and word-of-mouth

  • Executing statistical tools, experimental testing and randomized trials in the digital world.


8:30 am - 9:00 am: Breakfast

Session 4: Learning How Social Listening and Big Data Analytics Works

Social listening and text analytics

  • Sentiment analyses and opinion mining of user-generated content.
  • Generating marketing intelligence from mining social media content.

Hands on case analyses to build a Facebook community.

  • Team Session: Generate consumer insights and monetize Facebook fan page activity
  • Using social media channels to actively engage customers and communities
  • Social media metrics and social graph analyses

Session 5: Painting the Mobile Landscape: Mobile Marketing Strategies and Analytics

Mobile internet, mobile apps, mobile ads, mobile commerce

  • Key metrics and analytics in quantifying the value of mobile marketing.
  • Mobile and tablet consumption in consumer path to purchase.
  • Team session: Value of mobile apps for brands, marketers and firms.
  • Case analyses of mobile marketing and mobile advertising adoption.
  • Cross device and cross platform synergies between smart phones, tablets and PCs.

12:15 pm - 1:15 pm: Lunch

Session 6: Toolkits and Lessons Learned

  • Summary of day's learnings
  • Toolkit: A set of digital tools to continue your learning after the Program
  • Concluding thoughts and “hands-on” discussion on implementing social media and digital marketing
  • Lessons learned and next steps for action

Who should attend

Although there are no formal education or background requirements, this course is designed for executives who meet the criteria below. While we strongly encourage global participation, please note that all courses are taught in English. Proficiency in written and spoken English is required.

Years of Experience

Designed for professionals with 5+ years of work experience

Job Functions

Ideal for individuals interested in a high-level understanding of digital marketing from a strategic perspective (B2C space as well as B2B space)


Intended for professionals with a basic familiarity with digital media strategy


Biography Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University's Leonard N. Stern School of Business. He is the Director of the Center for Business Analytics at NYU Stern, and the co-Chair of the NYU-AIG Partnership o...
Ravi Bapna Curtis L. Carlson Chair in Business Analytics and Information Systems; Associate Dean for Executive Education, Academic Director, Carlson Analytics Lab Information & Decision Sciences Education PhD 1999 Business Administration, Operations & Information Management Universit...


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