Digital Marketing: Customer Engagement, Social Media, Planning & Analytics

Columbia Business School

How long?

  • 13 weeks
  • online

Columbia Business School


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Who should attend

The course is open to professionals keen to master the fundamentals of Digital Marketing strategies and current Digital Marketers who would like to learn the latest concepts.

Previous batches have come from:

  • Industries: Banking, Software, Consulting, Education, Advertising, Retail, Media, Consumer Packaged Goods, Healthcare.
  • Countries: United States, India, Brazil, United Kingdom, Mexico, Australia, Chile, Hong Kong, Thailand, Germany.

About the course

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.


At the end of this course, participants will learn:

  • Marketing in a world of digital savvy customersFrameworks for reaching and connecting with digital customersProcess for planning and executing digital marketing strategyBest practices from the best digital brands

Emeritus and Columbia Business School Executive Education

Columbia Business School Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage Columbia’s thought leadership in management practice developed over years of research, teaching, and practice. By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Columbia Business School Executive Education. You can read more about this relationship here.


Module 1 - From Mass Marketing to Customer Networks

  • Pre-Reads:

– The Network is your Customer


  • From Mass Markets to Customer Networks
  • 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 )
  • Definition of a Customer Network & Who is in your customer network
  • Metcalfe’s law & Milgram’s Small world hypothesis
  • Power Laws and the 90-9-1 rule (Bell curve)
  • 1-to-1 communications tools to many-to-many communication tools
  • Rethinking the Marketing Funnel


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

Module 2 - The Digital Advertising Mix: Key Channels and Principles


  • Digital Advertising Overview
  • Email Marketing
  • Search Engine Advertising
  • Display Advertising
  • Video Advertising
  • Principles of Effective Digital Advertising: Targeting
  • Principles of Effective Digital Advertising: Personalization
  • Principles of Effective Digital Advertising: Optimization


  • 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 – Understanding and Measuring Key Performance Indicators – Write Targeted Ads – Optimize landing pages – Run an email marketing campaign

Module 3 - Five Core Behaviors of Customers in the Digital World


  • Five Core Behaviors of Customers in the Digital World
  • Maslow’s Theory and Customer Network Behaviors
  • Introduction to Core Behaviors – Access, Engage, Customize, Connect & Collaborate

Module 4 - Access Strategy


  • On Demand Services
  • Mobile Wallets and Loyalty
  • Location Based Services
  • Mapping Path to Purchase + Micro-moments
  • Showrooming
  • Omni Channel Thinking
  • Wearables
  • Challenges for the Access strategy


  • Assignment: Assignment: Analyze and explain how a selected company utilizes the Access Strategy

Module 5 - Engage Strategy: Content Marketing, Utility, Messaging, and Brands as Publishers


  • 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


  • Assignment: Assignment: Analyze and explain how a selected company utilizes the Engage Strategy

Module 6 - Customize Strategy: Targeting, Personalization and Marketing to a Segment of One


  • Introduction to Customize Strategy – Netflix
  • Personalized E-commerce – Lancome & Warby-Parker
  • Personalized Packaging – Coke
  • Mix and Match Products – Starbucks + Customer Manufacturing
  • Targeted Communications
  • Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas
  • Marketing Automation
  • Are you too targeted? – The Target Story
  • Key issues for the Customize strategy – The Paradox of Choice
  • The Four Sharing Mindsets
  • The Uncanny Valley


  • Assignment: Analyze and explain how a selected company utilizes the Customize Strategy

Module 7 - Connect Strategy: Social Media, Communities and the Power of Conversation


  • Listen and Learn, and What to listen for?
  • Examples of Listening
  • Social Customer Service
  • Gamify your Conversations
  • Provide a Forum
  • Ask for Ideas
  • Add a Layer of Value
  • Common Metrics to Measure and Defining Your Terms
  • Key Challenges for the Connect Strategy


  • Assignment: Analyze and explain how a selected company utilizes the Connect Strategy

Module 8 - Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms


  • Introduction to Collaborate Strategy
  • Passive Contribution – Waze
  • Active Contribution – CNN iReport
  • Solving the Expertise Gap
  • Crowdfunding
  • Open Competition – Doritos and Innocentive illustrations
  • Open Platforms
  • Key issues for the Collaborate Strategy – Motivations for network collaboration – Modularity of the problem – Skills of Participants – The Bottom is Not Enough


  • Assignment: Analyze and explain how a selected company utilizes the Collaborate Strategy

Module 9 - Lessons from Brand Failures


  • Auto-pilot is for planes, not for Social Media
  • Deception is easily revealed
  • Employees, left to themselves, will not always act in your interest
  • Bullying does not work
  • You don’t own the #conversation
  • Offline actions spark online world of mouth
  • Thoughtful Participation does work
  • Reputation Warfare

Module 10 - Best Practices for Brands on Social Networks


  • Organic vs Paid
  • Major Social Networks – Pros and Cons – Facebook – Twitter – Linkedin – Instagram & Pinterest – Youtube – Snapchat & Messengers
  • Evolving Ad products – Display and Video Ads – Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now – YouTube
  • Targeting Options – Re-targeting and Custom/Look alike audiences – Application of Facebook Targeting
  • Online Influencers & Customer Decisions

Module 11 - Making Digital Matter: Metrics, ROI and Agile Modelling


  • Swimming in Data
  • Speaking Different Languages
  • Barriers to Measuring ROI
  • Apples and Oranges
  • Which half of my digital is working?
  • Model Based on Your Strategy – The Ford Fiesta Example – CitiBike Example
  • Focus on KPI’s – Visa Example
  • Question your Data – Correlation – Last Touch Attribution – Test and Control – Example of Test and Control – Buzzfeed
  • 7 habits of the agile marketing modeler Application:
  • Assignment: Metrics of Measurement

Module 12 - Five-step Process of Planning and Executing a Digital Marketing Strategy


  • Five Step Process – Setting Objectives – Segmentation & Brand Positioning – Ideation & Concept Selection – Execution – Measurement

Module 13 - Organizational Challenges of Digital Marketing


  • Skills and Training
  • Speed and Agility
  • Collaborating across Divisions
  • Collaborating across Business Units
  • Organizational Challenges of Digital Marketing

Module 14 - Six Faces of the (near) Future of Digital Marketing


  • The Addressable Marketer
  • Techno diversity
  • Advertising’s Hollow Middle
  • Invisible Threats
  • Two Minds of Marketing
  • The vanishing CMO


Emeritus follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

Orientation Week

The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.

Weekly Goals

On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.

Learning Videos

The recorded video lectures are by faculty from the collaborating university.

Live Webinars

Every few weeks, there are live webinars conducted by Emeritus course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.

Clarifying Doubts

In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.


The Emeritus Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.

Continued Course Access

Continued Course Access You will continue to have access to the course videos and learning material for up to 12 months from the course start date.

Discussion Boards

It is an open forum where participants pin their opinions or thoughts regarding the topic under discussion.

Real World Applications

These are real world situations/data-sets given to derive the desired result using the available information.


These are automated tools which allow you to apply your learnings to different scenarios and achieve the desired result. It gives you an automated response as per the pre-fed information.

Emeritus Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.

Device Support

You can access Emeritus courses on tablets, phones and laptops. You will require a high-speed internet connection.

Emeritus Network

On completing the course you join a global community of 5000+ learners on the Emeritus Network. The Network allows you to connect with Emeritus past participants across the world.


Career capital

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

Social Capital

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

Brand Capital

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

Intellectual Capital

  • Global Business Education
  • Rigorous and experiential curriculum
  • World-renowned faculty
  • Globally connected classroom: peer to peer learning circles
  • Action learning: learning by doing


Videos and materials

Digital Marketing: Customer Engagement, Social Media, Planning & Analytics at Columbia Business School

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Full disclaimer.

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