EXECUTIVE EDUCATION

Postgraduate Diploma in Digital Marketing Strategies

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Course Dates

STARTS ON

August 13, 2021

Course Duration

DURATION

6 months, online
4-6 hours per week

Course Duration

PROGRAM FEE

US$2,250 US$50 application fee

Course Information Flexible payment available

Apply before August 3, 2021 and avail an early bird tuition assistance of US$400. Use code DIP400EBTA during payment.

In collaboration with

In collaboration with Columbia Business School Executive Education

The course includes live Q&A with David Rogers, Faculty of Executive Education, Columbia Business School

Why Enroll for the Postgraduate Diploma in Digital Marketing Strategies?

The Postgraduate Diploma in Digital Marketing Strategies, in collaboration with Columbia Business School Executive Education, allows participants to explore impactful digital business models, principles, and frameworks. Participants will also learn how digital marketing strategies can be effectively leveraged to attract, engage with, and acquire customers across an array of digital channels.

88%

of marketers say their biggest driver in personalization is to deliver a better customer experience.

Source: Evergage, 2020

70%

of companies either have a digital transformation strategy in place or are working on one.

Source: Zdnet, 2020

56%

of CEOs say digital improvements have led to increased revenue.

Source: Gartner, 2020

Your Learning Journey

Video Lectures

Video Lectures

Assignments

Assignments

Discussions

Discussions

Case Studies

Case Studies

Simulations

Simulations

Capstone Project

Capstone Project

Syllabus

    • The Five Domains of Digital Transformation - A Holistic Framework
    • From Mass Marketing to Customer Networks and New Path to Purchase
    • Five Core Behaviors of Customers in the Digital World
    • Platform overview
    • Coopetition, Dis/intermediation, and Asymmetric Competitors
    • Building Data as a Strategic Asset for Your Business
    • Big Data at Work: New Data, New Tools, and Templates of Value
    • Innovation Through Experimentation: AB Test and Minimum Viable Products
    • Translating the Lean Startup to Enterprise Scale Innovation
    • Adapting Your Value Proposition
    • Mastering Disruptive Business Models
    • Surviving Disruption: Six Incumbent Responses to a Disruptive Challenger
    • Leadership and the Customer Value Imperative
    • Digital Advertising Mix: Key Channels and Principles
    • Access Strategy
    • Engage Strategy: Content Marketing, Utility, Messaging, and Brands as Publishers
    • Customize Strategy: Targeting, Personalization and Marketing to a Segment of One
    • Connect Strategy: Social Media, Communities and the Power of Conversation
    • Collaborate Strategy: Crowdsourcing, Crowdfunding, and Open Platforms
    • Making Digital Matter: Metrics, ROI, and Agile Modeling
    • The Five-Step Process of Planning and Executing Your Digital Marketing Strategy
    • Lessons from Brand Failures in Social Media (Optional)
    • Best Practices from Brands on Social Networks
    • Organizational Challenges of and Six Faces of the Near Future of Marketing (Optional)
    • The Capstone Project gives you the opportunity to demonstrate what you have learned throughout the program. It serves as the culminating academic experience for program participants and is the final requirement prior to receiving your certificate.

Certifications Included in the Program

  • Google Analytics for Beginners Certification
  • Google Adwords
  • Hubspot Content Marketing Certification
  • HubSpot Social Media Certification

Learn through Industry Examples

Khan Academy

Khan Academy

How did Khan Academy build a whole new business model by understanding customer needs?

Walmart

Walmart

How is Walmart using customer behavior research to rethink its in-store mobile app?

Apple

Apple

How did Apple become one of the most profitable public companies in the world?

Netflix

Netflix

How did Netflix analyze consumer preferences and drive recommendations to disrupt the traditional movie-watching experience?

Google

Google

How did Google maneuver Apple's disruptive business model?

Doritos

Doritos

Did you know that the most effective Doritos Super Bowl ads are made by consumers?

Skoda

Skoda

Bullying your customers doesn’t work. Skoda learned this the hard way.

Coca-Cola

Coca-Cola

How Coca-Cola Australia saw a 7 percent increase in sales by creating a personalized experience around their brand?

Program Faculty

David Rogers

Faculty of Executive Education, Columbia Business School

David Rogers advises global companies such as Google, GE, Toyota, Visa, China Eastern Airlines, Kohler, and Macmillan on digital strategy. He has led strategic workshops for executives at hundreds of companies in 64 countries and is the founder of the BRITE (brands, innovation, and technology) conference at Columbia Business School.

Program Leaders

In addition to the faculty video lectures from David Rogers, participants will learn from Program Leaders from the digital world. Program Leaders are experts in their domain and aim at shaping the participant experience, stimulate learning, and provide subject matter expertise in real time.

Learn With Simulations

The SEM simulation will give you the opportunity to run an advertising campaign with a limited budget, improve your SEM efforts, optimize your landing pages, master the art of email campaigns, and identify key performance indicators to successfully launch your digital strategy:

  • Learn to write targeted ads: Learn and test different promotional strategies to create compelling advertisements through organized advertising groups and campaigns to help increase conversions.
  • Perform strategic keyword research: Evaluate keywords and learn to recognize the different market segments and buyer intent by keywords. The keyword research dashboard uses data from Google® Keyword Planner Tool, which brings this simulation to life.
  • Create high converting landing pages: Learn landing page effectiveness while striving to increase optimal performance. Learn how to quickly create keyword targeted landing pages to drive web traffic.
  • Identify how to measure key performance indicators: Improve your Search Engine Marketing (SEM) efforts by identifying which key performance indicators to measure and improve.
  • Master email marketing: Lean how to write copy for effective campaigns by getting familiar with the vocabulary and metrics of a successful email campaign.
SEM simulation

The Social Media simulation will provide you exposure to social media marketing by mimicking the real-world social media advertising buying experience of Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube:

  • Learn to perform demographic targeting: Identify and analyze which types of content on which platforms resonate better amongst different demographics.
  • Identify social media content promotion strategies: Learn different promotion strategies such as earned, owned, and paid social media marketing. Learn to improve reach by analyzing various forms of media and different targeting strategies.
  • Maximize your advertising budgeting: Learn how to manage your social media marketing budget to allow you to place competitive bids to drive clicks, shares, likes, and comments.
  • Learn the art of content scheduling: Analyze data points and schedule out your social media posts to go live at optimal times.
Social Media simulation

Certificate

Certificate

Upon successful completion of the program, participants will be awarded a verified digital certificate by Emeritus Institute of Management, in collaboration with Columbia Business School Executive Education.

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Emeritus Network Benefits

On successful completion of this program, join a community of learners on the Emeritus Network. The Emeritus Network is your platform to connect to a global network of individuals. Benefits of the Emeritus Network include:

  • Tuition Assistance
  • Global network that includes over 400 CEOs, presidents, vice presidents, directors, founders, and managing directors
  • Startup corner to help connect, collaborate, raise capital, invest, or identify talent
Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.