Overview

Marketing efforts continue to evolve to meet the growing demands of the digital era. And as these efforts transform, one thing remains unchanged: customer engagement is critical to success. That’s why business models and marketing strategies must be designed to effectively attract and connect with today’s customers. In doing so, marketers can more readily identify and leverage successful frameworks, enhance brand awareness, and generate revenue. Additionally, successful marketers must be able to measure the impact of the various strategies used to understand their audience, inform future efforts, and connect with their digital customers more meaningfully.

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.

Top 3 Reasons you should enroll

1. 88% of marketers say their biggest driver in personalization is to deliver a better customer experience.
Source: EVERGAGE, 2020

2. 70% of companies either have a digital transformation strategy in place or are working on one.
Source: ZDNET, 2020

3. 56% of CEOs say digital improvements have led to increased revenue.
Source: GARTNER, 2020

DIPLOMA

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.

    GET PROGRAM INFO

    Take the first step to a Global Education

    • Starts on

      December 10, 2020

    • Duration

      7 Months, Online

      (4-6 hours per week)
    • Program Fees

      US$ 3,000*

    Curriculum & Faculty

    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 Business Models
    • 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)

    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 disrupt the traditional movie-watching experience by analyzing consumer behavior and preferences to drive recommendations?

    Google

    Google

      How did Google maneuver Apple’s disruptive business model?

    Doritos

    Doritos

      Did you know that the Doritos Super Bowl ads are made by consumers? And that they are the most talked about and the most effective?

    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?

    Faculty

    David Rogers
    David Rogers

    Faculty of Executive Education, Columbia Business School

    Learning Experience

    CERTIFICATE

    Postgraduate Diploma in Digital Marketing Strategies (E-Learning) - Certificate Click to view certificate

    ADMISSION & FEES

    Application Requirements

    • A completed Application Form
    • Proof of diploma/degree in any field of study (Highest qualification should be submitted)
    • Minimum three years of professional work experience
    • Employment history (CV/resume)
    • University transcripts
    • All candidates who have received their bachelor’s or other degree or diploma from an education institution where English is NOT the primary language of instruction are required to demonstrate English language proficiency through ANY ONE of the following methods
      – Obtain a TOEFL minimum score of 550 for the paper based test or its equivalent
      – Obtain an IELTS minimum score of 6.0 Obtain a Pearson Versant Test minimum score of 59
      – Obtain a Certificate of Completion for a Certificate course offered by the Emeritus Institute of Management
      – Submit a document which shows that the candidate has, for the last 24 months or more, worked in ANY ONE of these countries: Antigua and Barbuda, Australia, The Bahamas, Barbados, Belize, Canada, Dominica, Grenada, Guyana, India, Ireland, Jamaica, New Zealand, Singapore, South Africa, St Kitts and Nevis, St Lucia, St Vincent and the Grenadines, Trinidad and Tobago, United Kingdom, United States of America

    PROGRAM FEE

    $3000 Flexible payment options available

    NON-REFUNDABLE APPLICATION FEE

    $50

    NEXT COMMENCEMENT

    December 10, 2020

    APPLICATION DEADLINE

    December 08, 2020

    FAQs

    For any questions regarding Emeritus, the learning experience, admission & fees, grading & evaluation please visit COMMON FAQs