“Customers in the digital age are not passive consumers but nodes within dynamic networks—interacting and shaping brands, markets, and each other.”
- An estimated new value created in the economy over the next decade will be based on digitally enabled platform business models.
- year-on-year growth for the digital marketing industry compared to a 5-6 percent growth in other industries.
- of organizations are engaged in some form of digital initiative.
- From Mass Marketing to Customer Networks
Gain an understanding of customer interactions using the concepts of customer advocacy and the dynamics of the relationship between classic marketers and customers in the digital era.
- The Digital Advertising Mix: Key Channels and Principles
Learn how to complete a search market simulation using the channels available in digital marketing to effectively apply the principles of targeting, personalization, and optimizing to form your own digital marketing campaign.
- Five Core Behaviors of Customers in the Digital World
Explore the impact of digital technologies on behavior and the importance of your decision-making process and how it affects the results of your campaign within a simulation.
- Access Strategy
Analyze how a company implements the access strategy and utilizes its various approaches including on-demand services, location-based services, mobile wallets, and loyalty to provide faster and easier digital services to customers.
Years in Work Experience
“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.”
“The simulations were the best part of this course. They help you improve your technique of digital marketing and build a robust digital strategy.”
“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.”
Faculty Member, Executive Education
David Rogers is a globally recognized leader on digital strategy and leadership, known for his pioneering work on digital transformation. He is the author of four books, including his bestselling The Digital Transformation Playbook: Rethink Your Business for the Digital Age, published in 11 languages.
Rogers has advised executives and delivered workshops on digital transformation in companies such as Citi, Visa, HSBC, Unilever, Procter & Gamble, Merck, Toyota, GE, Google, Cisco, HP, Cartier, Pernod Ricard, International Red Cross, AARP, China Eastern Airlines, NC Bank Saudi, Coppel, Acuity Insurance, and dozens of others. Rogers delivers keynotes at conferences on six continents and has appeared on CNN, ABC News, CNBC, Channel News Asia, and in The New York Times, The Financial Times, The Wall Street Journal, and The Economist.
At Columbia Business School, Rogers teaches global executives as faculty director of Executive Education programs on digital transformation, digital business leadership (with modules in New York, Silicon Valley, and online), and the Google-Columbia CMO Academy. Rogers' recent research has focused on new business models, asymmetric competition, customer data sharing, and digital transformation in legacy organizations.
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