Digital Marketing Strategy: Customers, Planning, and ROI

Columbia Business School

How long?

  • from 3 days
  • online, in person

Columbia Business School


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Who should attend

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.

About the course

Marketers today face a constant proliferation of marketing 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 the impact of their digital strategies and integrate them with their traditional marketing and business goals.

The Digital Marketing Strategy program teaches executives about the key digital marketing channels and strategies available to them. And while social networks come and go and apps gain fame and decline in popularity, the program teaches the managerial frameworks and strategies behind them, so that your decision making can be applied to whatever the next big thing in digital marketing might be. You'll learn how to think strategically and develop an ROI-based marketing plan, so that you can identify what's right for your customer and your organization.

Guest speakers illustrate best practices from across industries, and you'll leave with applicable frameworks and planning tools to lead new initiatives as you return to work.


The program provides executives with the strategies, best practices, and tools for digital marketing that meet the needs of their organizations. Participants learn to think strategically and achieve a variety of marketing goals, such as customer acquisition and loyalty, brand building, market entry, customer insight, and new product innovation.

Summary of Benefits:

  • Learn how to identify digital marketing technologies and digital tools that are right for your organization
  • Understand how to use content, mobile, and influencer marketing to target customers more effectively
  • Learn how to develop analytics to measure the impact, effectiveness, and ROI of your digital marketing strategy
  • Understand the power of testing and targeting in digital marketing
  • Know how to integrate digital marketing with your offline strategies and traditional media
  • Learn how to determine the skill sets required for your own digital initiatives

Program Structure

The program starts with an in-depth look at what makes digital different from the traditional marketing world so many executives and organizations are rooted in. Next, participants explore outbound marketing like advertising and promotional channels, inbound marketing like content creation and demand nurturing, and engagement strategies like customer relationship and community management.

Each of these types of marketing uses different sets of channels and tools to achieve success. Participants review each through hands-on exercises, applicable tools, and informed demonstrations to build experience with real-world tactics and data. Instructors highlight key areas of importance and industry guest speakers complement the sessions with their expertise on topics like influencer marketing, content and community strategies, and data analytics.


Jeremy Kagan

Jeremy Kagan is the founder and CEO of Pricing Engine, a web service that empowers users to benchmark, optimize and expand their digital marketing campaigns. Using the company’s proprietary predictive algorithms and data sets, and expert recommendation system for customized, prioritized, and valu...

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Digital Marketing Strategy: Customers, Planning, and ROI at Columbia Business School

From  $4,950

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Full disclaimer.

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