In collaboration with

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

Overview

“ Customers in the digital

age are not passive consumers
but nodes within dynamic
networks—interacting and “
shaping brands, markets,
and each other.
David Rogers
Faculty, Columbia Business
School Executive Education

Are you a professional seeking to master the You'll learn how to think strategically so that you can
fundamentals of Digital Marketing strategies or a identify what's right for your customer and your
current digital marketer who would like to learn and organization based on best practices and analytics.
apply the latest concepts to stay relevant? Are you
looking to engage the social media generation and This program is based on Professor David Rogers'
manage your ROI? program on Digital Marketing Strategies taught to
executives that come to Columbia Business School
The Digital Marketing program will teach you about the from all over the world.
key digital marketing channels and strategies available
in a rapidly changing marketplace. And while social This program focuses on how marketers can reach
networks come and go and apps gain fame and decline digitally savvy audiences, build deep customer
in popularity, you’ll learn about the frameworks and relationships, and influence the digital path to
strategies behind them, so that your decision making purchase.
can be applied to whatever the next big thing in digital
marketing might be.

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

Past Participants

Top Countries represented

3500+ participants from over 100 countries have benefitted from this program.

United States United Kingdom Thailand

Switzerland

UAE India

Mexico
Singapore
Brazil

Work Experience
Past participants include Directors, Senior Managers, and Programming Specialists, among others.

17% 22% 21% 23% 17%

1-5 Years 6-10 Years 11-15 Years 16-20 Years 21+ Years

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

Participants Testimonials

“ The best part of the program was examples of other companies, strategizing digital
marketing plan and measurement matrix.
Katerina Varenkow
”
Petia Vet Health, Spain

“ Iclearer
loved the case studies and references about specific topics because it gave me a
understanding.
Hugo Palma
”
L5 Networks, Latin America

“ Imaterials,
liked the 'variety' of different areas included in easy and well articulated program
examples, and assignments. The short videos interspersed with
engaging content and presentation by the professor were good too.
Kanishka Roy
”
Tata Projects, India

Search for #EmeritusDM on LinkedIn to read more participant stories.

of over 3500 participants Participant’s rating of the

90% successfully completed 4.3 program (based on 1200

the program 5 ratings of past participants)

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

Program Faculty

David Rogers
Faculty, Columbia Business School
Executive Education

David Rogers, a globally recognized leader on brands

and digital business strategy, is known for his
pioneering model of customer networks, and
received the 2009 Award for Brand Leadership at the
World Brand Congress. He is the author of four books,
including The Network Is Your
Customer and his most recent, The Digital
Transformation Playbook: Rethink Your Business to
Adapt and Thrive in the Digital Age.

“ Companies need
business leaders who have
a strong knowledge of and
Rogers’ recent research with Columbia Business
School’s Center on Global Brand Leadership has
focused on Big Data, the Internet of Things, in-store
mobile shoppers, digital marketing ROI, and data
privacy.
experience with digital
business models.
“ Rogers advises companies and keynotes at
conferences worldwide on the transformational
impact of technology on brands and business
David Rogers strategy. He has consulted on marketing and digital
Faculty Director of Executive strategy for startups and global companies –
including Google, GE, Toyota, Pernod Ricard, Visa,
Education programs on Digital
SAP, Lilly, Combiphar, China Eastern Airlines, Kohler,
Marketing and Digital Business Saint-Gobain, and MacMillan, among many others.
Strategy,
Columbia Business School

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

Program Highlights

Make the shift to digital marketing with this ten-week

online program led by top faculty at Columbia Business
School as your guide. 120
Video Lectures
Learn the frameworks and best practices that will enable
you to plan, customize, and implement successful digital
marketing strategies—and meaningfully measure their
impact. 10
Real World
Finally, discover strategies that can help you engage, Applications
connect, and collaborate with your customers more
effectively. And get a taste for what’s next in digital
marketing via an introduction to new “faces” like techno
diversity and invisible threats. 5
Discussions

2
Simulations

Live Online
Teaching Sessions

The program includes live Q&A with David Rogers,

faculty at Columbia Business School Executive Education

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

Thrive In a Digital Age

Five Strategies to Thrive In a Digital Age

Access
Be faster, be easier, be everywhere, and
be always on for your customers.

Engage
Become a source of valued content
for your customers.

Customize
Make your offering adaptable to
your customers’ needs.

Connect
Become a part of your
customers’ conversations.

Collaborate
Invite your customers to help build
your enterprise.

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

Syllabus

Module 1 –– From Mass Marketing To Customer Networks

Pre-Work
• Pre-reads: The Network is your Customer

Framework
• 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 and 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

Application
• 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

Framework
• 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

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

Application
• Digital Marketing Simulation – You will learn the principles of online advertising through a real-world
scenario in a simulated environment.

You will learn to:

1. Perform strategic keyword research

2. Build pay per click (PPC) ad campaigns
3. Understand and measure Key Performance Indicators
4. Write targeted ads
5. Optimize landing pages
6. Run an email marketing campaign

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

Framework
• Five Core Behaviors of Customers in the Digital World
• Maslow’s Theory and customer network behaviors
• Introduction to Core Behaviors - Access, Engage, Customize, Connect and Collaborate

Module 4 –– Access Strategy

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

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

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

Module 5 –– Engage Strategy : Content Marketing, Utility, Messaging, and Brands

as Publishers

Framework
• 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

Application
• 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

Framework
• Introduction to Customize Strategy - Netflix
• Personalized E-commerce - Lancome and Warby-Parker
• Personalized Packaging - Coke
• Mix and Match Products - Starbucks and Customer Manufacturing
• Targeted Communications
• Targeting based on Customer Lifetime Value - Custora and 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

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

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

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

Conversation

Framework
• 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

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

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

Framework
• Introduction to Collaborate Strategy
• 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

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

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

Module 9 –– Lessons From Brand Failures

Framework
• 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

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

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

Module 11 –– Making Digital Matter : Metrics, Roi, And Agile Modelling

Framework
• 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 KPIs
- 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

Framework
• Five Step Process
1. Setting Objectives
2. Segmentation & Brand Positioning
3. Ideation & Concept Selection
4. Execution
5. Measurement

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

Module 13 –– Organizational Challenges Of Digital Marketing

Framework
• 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

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

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

Key Takeaways

Learn how to identify digital marketing Understand how to use content,

technologies and digital tools that are mobile, and influencer marketing to
right for your organization target customers more effectively

Understand the Learn how to

power of testing determine the skill
and targeting in sets required for your
digital marketing own digital initiatives

Learn how to develop analytics to Discover how to integrate digital

measure the impact, effectiveness, and marketing with your offline strategies
ROI of your digital marketing strategy and traditional media

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

The Learning Experience

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

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 and you will learn how to use the learning management system 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.

Recorded Video Lectures

The recorded video lectures are by program faculty.

Live Webinars
Every few weeks, there are live webinars conducted by Emeritus Program Leaders. Program 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 or Wednesdays.

Clarifying Doubts
In addition to the live webinars, the Program Leaders also conduct Office Hours every week or every
alternate week to help participants clarify their doubts pertaining to the content.

Follow-Up
Emeritus Program Support Team follow-up over email and phone calls with learners who are unable to
submit their assignments on time.

Continuous Program Access

You will continue to have access to the program videos and learning material for up to 12 months from
the program start date.

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

Certificate

Upon completion of the program, you will receive a certificate of participation by Emeritus, in collaboration with
Columbia Business School Executive Education.

L E
This Is to Certify That

P
Your Name

M
Has Attended and Successfully Completed

A
Digital Marketing: Customer Engagement,

S
Social Media, Planning & Analytics
(Year)

Bob Halperin Pierre Yared

Academic Director Vice Dean, Executive Education
EMERITUS Columbia Business School

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

Program Fee and Duration

USD 1,600
10 weeks, Online

Singapore residents who wish to enroll for this program will be charged GST.

Flexible payments options available.

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

Benefits to the Learner

Deepen Your Intellectual Capital Manage Your Brand Capital

World-class curriculum & teaching by faculty A global business education on your resume
from Columbia Business School Executive
Education

Peer-to-peer interaction Learning Circles,

virtual classroom discussions, and project
reviews

Selective entrance criterion ensures you learn

with the best

Enhance Your Social Capital Enhance Your Career Capital

Make new, life-long connections with Learn while you earn
experienced business people from a wide
variety of cultures, industries and backgrounds Get noticed. Get ahead.

Inclusion in the Emeritus Network Understand how to manage your career and
personal brand
Invitations to Emeritus Network events
globally including career panels, CXO speaker
series, and industry interactions

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 www.emeritus.org

Schedule a call with a Program Advisor to learn how this program can help you

Schedule A Call

Apply for the program here

Apply Now

E-mail: [email protected]
Call: +1 (718) 550 0890 (US), +44 16 4640 5711 (UK), +65 3129 7503 (Singapore), +971 8000321204 (Dubai)
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© Copyright 2020 Emeritus. All Rights Reserved.

Emeritus | Council for Private Registration No. 201510637C | Period: 29 March 2018 — 28 March 2022