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

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.

To succeed, marketers must be able to plan, implement, and measure the impact of digital strategies that are suited to today’s customers and integrated with their traditional marketing and business goals.

This program focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase.

Duration and Course Fee

  • Starts 24 June 2019
  • 3 Months
  • 2 - 4 hours per week
  • Course Fees USD 1400


David Rogers

Faculty at Columbia Business School

Course Highlights

  • 120Video Lectures
  • 2Simulations
  • 10Real World Applications
    • 5Discussions


    a) Pre-Reads:

    – The Network is your Customer


    a) From Mass Markets to Customer Networks

    b) 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)

    c) Definition of a Customer Network & Who is in your customer network

    d) Metcalfe’s law & Milgram’s Small world hypothesis

    e) Power Laws and the 90-9-1 rule (Bell curve)

    f) 1-to-1 communications tools to many-to-many communication tools

    g) Rethinking the Marketing Funnel


    a) Assignment: Reflect on your personal digital interactions

    b) Assignment: Describe the customer network for your business


    a) Digital Advertising Overview

    b) Email Marketing

    c) Search Engine Advertising

    d) Display Advertising

    e) Video Advertising

    f) Principles of Effective Digital Advertising: Targeting

    g) Principles of Effective Digital Advertising: Personalization

    h) Principles of Effective Digital Advertising: Optimization


    a) 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

    – Understand and measure Key Performance Indicators

    – Write targeted ads

    – Optimize landing pages

    – Run an email marketing campaign


    a) Five Core Behaviors of Customers in the Digital World

    b) Maslow’s Theory and Customer Network Behaviors

    c) Introduction to Core Behaviors – Access, Engage, Customize, Connect & Collaborate


    a) On Demand Services

    b) Mobile Wallets and Loyalty

    c) Location Based Services

    d) Mapping Path to Purchase + Micro-moments

    e) Showrooming

    f) Omni Channel Thinking

    g) Wearables

    h) Challenges for the Access strategy


    a) Assignment: Develop an Access Strategy for a chosen business


    a) 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


    a) Assignment: Reflection exercise


    a) Introduction to Customize strategy – Netflix

    b) Personalized E-commerce – Lancome & Warby-Parker

    c) Personalized Packaging – Coke

    d) Mix and Match Products – Starbucks + Customer Manufacturing

    e) Targeted Communications

    f) Targeting based on Customer Lifetime Value – Custora & Caesars Palace, Las Vegas

    g) Marketing Automation

    h) Are you too targeted? – The Target Story

    i) Key issues for the Customize strategy – The Paradox of Choice

    j) The Four Sharing Mindsets

    k) The Uncanny Valley


    a) Assignment: Reflection exercise

    b) Assignment: Develop a Customize Strategy for a chosen business


    a) Listen and Learn and What to listen for?

    b) Examples of Listening

    c) Social Customer Service

    d) Gamify your Conversations

    e) Provide a Forum

    f) Ask for Ideas

    g) Add a Layer of Value

    h) Common Metrics to Measure and Defining Your Terms

    i) Key Challenges for the Connect Strategy


    a) Assignment: Reflection exercise


    a) Introduction to Collaborate Strategy

    b) Passive Contribution – Waze

    c) Active Contribution – CNN iReport

    d) Solving the Expertise Gap

    e) Crowdfunding

    f) Open Competition – Doritos and Innocentive illustrations

    g) Open Platforms

    h) Key issues for the Collaborate Strategy

    – Motivations for network collaboration
    – Modularity of the problem
    – Skills of Participants
    – The Bottom is Not Enough


    a) Assignment: Develop a Connect or Collaborate Strategy for a chosen business


    a) Auto-pilot is for planes, not for Social Media

    b) Deception is easily revealed

    c) Employees, left to themselves, will not always act in your interest

    d) Bullying does not work

    e) You don’t own the #conversation

    f) Offline actions spark online world of mouth

    g) Thoughtful Participation does work

    h) Reputation Warfare


    a) Assignment: Reflection exercise


    a) Organic vs Paid

    b) Major Social Networks – Pros and Cons

    – Facebook
    – Twitter
    – Linkedin
    – Instagram & Pinterest
    – Youtube
    – Snapchat & Messengers

    b) Evolving Ad products

    – Display and Video Ads
    – Lead Gen, App installs, Follow recommendations, Hashtags, Buy Now
    – YouTube

    c) Targeting Options

    – Re-targeting and Custom/Look alike audiences
    – Application of Facebook Targeting

    d) Online Influencers & Customer Decisions


    a) Assignment: Reflection excerise


    a) Swimming in Data

    b) Speaking Different Languages

    c) Barriers to Measuring ROI

    d) Apples and Oranges

    e) Which half of my digital is working?

    f) Model Based on Your Strategy

    – The Ford Fiesta Example

    – CitiBike Example

    g) Focus on KPI’s

    – Visa Example

    h) Question your Data

    – Correlation

    – Last Touch Attribution

    – Test and Control

    – Example of Test and Control – Buzzfeed

    i) 7 habits of the agile marketing modeler


    a) Assignment: Metrics of Measurement


    a) Five Step Process

    – Setting Objectives

    – Segmentation & Brand Positioning

    – Ideation & Concept Selection

    – Execution

    – Measurement


    a) Skills and Training

    b) Speed and Agility

    c) Collaborating across Divisions

    d) Collaborating across Business Units

    e) Organizational Challenges of Digital Marketing


    a) The Addressable Marketer

    b) Techno diversity

    c) Advertising’s Hollow Middle

    d) Invisible Threats

    e) Two Minds of Marketing

    f) The vanishing CMO


    Intellectual Capital

    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


    Brand Capital

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


    Social Capital

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


    Career Capital

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

    Duration and Course Fee

    • Starts 24 June 2019
    • 3 Months
    • 2 – 4 hours per week
    • Course Fees USD 1400
    David Rogers
    Faculty at Columbia Business School

    Duration and Course Fee

    • Starts 24 June 2019
    • 3 Months
    • 2 - 4 hours per week
    • Course Fees USD 1400


    David Rogers

    Faculty at Columbia Business School

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