AI-Driven Marketing Strategy: Leveraging New Technologies to Cultivate Enduring Customer RelationshipsNEW

November 12–15, 2024
CIBE Credits
Manhattanville Campus, NYC
arrow--carrot-right IconIcon of arrow--carrot-right

AI-Driven Marketing Strategy: Leveraging New Technologies to Cultivate Enduring Customer Relationships

November 12–15, 2024
CIBE Credits
Manhattanville Campus, NYC


[1] of digital marketers report being only somewhat or not very ready for the evolving landscape of digital advertising.
[2] of marketers report that Generative AI helps create more personalized content.
[3] in US omnichannel retail media ad spend is expected in 2024, reflecting a 28.6% YoY growth.
~$59 billion

Key Benefits

Participant Profile

Program Structure

Program Content

Customer Acquisition, Retention, and Development in a New Technological Environment

Explore the evolving media landscape reshaped by generative AI and the MarTech industry. Take an in-depth look at the Acquisition, Retention, and Development (ARD) Framework, adapting marketing strategies within new regulatory contexts. Gain insights into the latest trends, including cookie deprecation and privacy changes, enhance understanding of consumer decision-making, and discover how to leverage Customer Data Platforms (CDPs) and AI for effective customer retention and development, including: 

  • Learning the Customer Acquisition, Retention, Development (ARD) Framework 
  • Get a deeper understanding of the new media landscape 
  • Explore the recent years’ emerging trends: generative AI, MarTech, cookie deprecation and new privacy rules
  • Building a decision funnel for your customers 
  • Understand which marketing actions to focus on through Customer Lifetime Value (CLV) sensitivity analysis
  • Explore Retention and Development Technologies with CDPs and AI

Faculty Directors

Miklos Sarvary - Carson Family Professor of Business Co-Faculty Director, Media and Technology Program

Miklos Sarvary

Carson Family Professor of Business
Co-Faculty Director, Media and Technology Program

Program Co-Director
Kinshuk Jerath

Kinshuk Jerath

Professor of Business
Columbia Business School

Program Co-Director

Faculty Interview

Digital Marketing Strategy program co-directors Miklos Sarvary and Kinshuk Jerath

Building an Effective Digital Marketing Strategy

The evolving tech landscape, from generative AI to MarTech, has reshaped the customer journey. In this ever-changing digital market landscape, how can organizations construct a strategy that is coherent yet still able to react to real-time market situations? We asked AI-Driven Marketing Strategy program co-directors Miklos Sarvary and Kinshuk Jerath to share their thoughts on creating effective digital marketing strategies amidst constant change.

Earn a Certificate



Will there be any homework or assignments?
For select programs, there will be some assignments to complete after the end of select program sessions. Assignments will typically consist of readings, self-reflections, and brief assessments. This approach is designed to help you practice your learnings.

How long will assignments take?
We do not expect that homework assignments will take up a large amount of time to complete. 

Will there be any examinations or grades?
There will be no examinations or grades for our live online programs.


I’m interested in the Certificate in Business Excellence (CIBE), how do I get started?
At Columbia Business School Executive Education, you’ll be able to customize a unique learning experience by selecting programs that best interest you and are most suited for your needs. Any completed program, regardless of format (live online, in-person, or online), will count towards the Certificate in Business Excellence. 

Which programs qualify for the CIBE? 
Any completed executive education program, regardless of format (live-online, in-person, or online), will count towards the Certificate in Business Excellence. Partner programs will also count towards the certificate.

What programs are considered partner programs? 
Executive education programs developed and administered with our educational partners, bring the best of our combined knowledge, thought leadership, resources, and expertise. Kindly find a list of our partners here on our partnership page.

What are the costs of the certificate? 
There’s no set cost associated with the certificate path since you’re able to customize your learning journey with in-person and online programs (price will vary depending on the program type and length).

Are there any tuition assistance or scholarships? 
At Columbia Business School Executive Education, we offer non-degree and non-credit-based professional development programs to the global business community. As our programs are non-degree and non-credit, they do not qualify for financial aid.

How are CIBE credits determined? 
Credits for a program are determined by the program duration and total learning hours. 

Where do I find information on the credit value for a program?
You will find this information on each program page. Credits range from 0.5 credits – 26 credits per program. 

How do I get enrolled in the CIBE? 
Your certificate journey will start with your first program, and you have 4 years to complete your CIBE. You may register for any of our executive education programs on each program page. You may enroll using the “Enroll Now” button, and the application process should take 5-10 minutes. 

How do I receive credits? 
You are required to fully attend a program and complete all necessary coursework in order to receive CIBE credits. Credits are only awarded after you complete a program. 

How do I check the status of my Certificate completion? 
Kindly reach out to a Learning Solutions representative for any questions on the status of your CIBE credit count. 

Do CIBE credits expire? 
Credits are only valid for four years (Please note: While we are not able to offer in-person programming due to the COVID-19 pandemic, the duration to complete the programming has been extended to five years.). If you have not completed your CIBE within four years, we will only count non-expired credits towards your CIBE credit total.

Does the Certificate in Business Excellence expire? 
Your Certificate in Business Excellence does not expire. Once you become a certificate recipient, you will join the greater alumni community at Columbia Business School. 

I’ve reached 18 CIBE credits, what’s next? 
Congratulations! You should receive a digital copy of your certificate at the end of your program. If you do not receive a copy from your program manager, kindly contact your Learning Solutions representative or your program manager for next steps. 

Will I receive a physical certificate? 
Upon completion, you will receive a secure, digital certificate through Accredible. Within the platform you will have the option to print your credential, post it to your LinkedIn feed, or display it on your profile as a certification. Please contact your program manager for the status of your digital certificate. 

How do I get access to my alumni benefits? 
Once you complete your CIBE, we kindly ask for your patience as we process your alumni credentials. The processing time can take anywhere from 8 to 10 weeks long. 

Can I add the Certificate in Business Excellence to LinkedIn? 
Yes! We will provide you with instructions on how to add your certificate to your LinkedIn profile after you become a Certificate recipient. 

Preferred Pricing and Tuition Benefits for Alumni

Are there preferred pricing options available for live online programs?
Yes, preferred pricing is available for groups of two or more. To inquire, email

As a Columbia Business School alumni am I eligible for tuition benefit?

When you earn a Certificate in Business Excellence you will receive a 25 percent tuition benefit for full-price Executive Education in-person programs lasting three and four days and all full-price online programs. Exclusions apply**

Which programs do not qualify for a 25 percent tuition benefit?

  • Advanced Management Program
  • Chief Executive Officer
  • Chief Financial Officer
  • Chief Marketing Officer
  • Developing Black Leaders in Financial Services
  • Digital Business Leadership Program
  • Emerging Leader Development Program
  • Executive Development Program
  • Executive Program in Management
  • Finance and Accounting for the Nonfinancial Executive
  • Global Banking Program: Fintech, Digital, and Analytics
  • High Impact Leadership
  • Leadership Essential
  • Leading Strategic Growth and Change
  • Strategic Wealth Manager
  • Venture Capital Private Equity