Digital Marketing (Online): Accelerate Your Marketing Strategy with Skills for the Digital Age

Why Learn Digital Marketing? Powerful technology, interactive online communities, and robust search engines have shifted the balance of power to the customer, creating a complex digital landscape that marketers must navigate with care and precision. For those who want to stay ahead of the curve and impact their organizations' marketing strategies, this program offers a comprehensive journey through marketing in the digital era. In addition to gaining sustainable knowledge, practical skills, and strategic frameworks for understanding and influencing customers, you will have the opportunity to benefit from the insights of program faculty David Rogers, a globally recognized expert in digital business strategy and academic director in executive education at Columbia Business School.

Please contact our partners at Emeritus at columbia@emeritus.org, +1 315-982-5094, or +1 315-277-2746 for a personal conversation about this program and how it may benefit you.

Delivered in collaboration with
Emeritus

“I like the basic concept of the course, from mass marketing to customer networks. It gave me lots of valuable knowledge. Learning the strategic planning process and working on the simulations was exciting.”

Nobuhiko Ueki

CEO, T.Y.A. (HK) Limited, HONG KONG

“The simulations were the best part of this course. They help you improve your technique of digital marketing and build a robust digital strategy.”

Marica Buquicchio

Owner, Marica Buquicchio, ITALY

“It was excellent. It was a 10-week course, lots of interaction with the other students, presenters, faculty and contributors, and interesting case studies and company profiles.”

David Schneider

Marketing Manager at Insight, Managing the People Side of Change, US

The Digital Marketing (Online) program will enable you to:

Learn how to identify pivotal marketing priorities and effectively evaluate digital advertising and brand Learn how to identify pivotal marketing priorities and effectively evaluate digital advertising and brand experiences
Develop the ability to identify changing social media patterns and analyze how organizations employ connect and collaborate strategies
Learn digital advertising terminologies, ad auction dynamics, and optimization techniques using real-world simulation tools
Become proficient in using data for campaign optimization and translating customer insights into robust marketing strategies
Learn how to qualify and measure ROI, and gain the ability to evaluate and optimize marketing performance through simulations

Examine the shift in paradigms, from mass marketing to customer networks
Explore the marketing funnel and see how customer networks shape each stage
Dive into the core elements of customer behavior: access, engage, customize, connect, and collaborate
Understand paid marketing and organic marketing — and why you need both to succeed

Adobe
How Adobe connected with their customers by creating Adobe eLearning, an active community of designers and educators who create and share their learning content

Google
How Google used customer-centric marketing to tap into teachers aspirations in the classroom and turn them into evangelists for the search engine

Lays
How Lays leveraged open competition to strengthen its customer relationships, encouraging customers to dream up new flavors in the brand’s "Do Us a Flavor" campaign

Nike
How classic global brand Nike is creating experiences that allow it to thrive in the digital era

Shein
How Shein indirectly benefited from its customers' use of TikTok, from the rise of unpacking videos to triggering sustainable shoppers to speak out about packaging waste

Starbucks
How Starbucks discovered that the lifetime value of a customer is worth more than the value of a sale

Through a set of five digital marketing simulations, you will learn to manage search marketing campaigns using your advertising budget for a high-end retailer, develop a Google Ad campaign in the luxury brand space, and use Meta’s platforms to craft successful direct-to-consumer advertising campaigns. Each simulation presents a unique challenge, equipping you with the skills you need to succeed in the modern digital marketing landscape. You will also gain completion certificates in search marketing and social media advertising.

David Rogers

Academic Director in Executive Education

Author, The Digital Transformation Roadmap

Read full bio

“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

World-Renowned Faculty: Learn from accomplished faculty, and industry experts whose diverse backgrounds encompass a broad range of disciplines

Peer Interaction: Stimulating discussions with like-minded global peers expand your professional network and build a supportive community

Case Studies: Through exploratory sessions, examine practical examples and find innovative solutions to strategic challenges

Engaging Assignments and Activities: Hone business acumen and executive skills with try-it activities that help you redefine your potential

Live Faculty Session: Get actionable insights in live online interactions with faculty who are recognized leaders in their fields

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Years of Work Experience	%
21+	17
16-20	23
11-15	21
6-10	22
1-5	17

Digital Marketing (Online): Accelerate Your Marketing Strategy with Skills for the Digital Age