customer engagement, social media, planning, & …

DIGITAL MARKETING:CUSTOMER ENGAGEMENT, SOCIAL MEDIA,

PLANNING, & ANALYTICS

In collaboration with

OVERVIEW

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

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Customers in the digitalage are not passive consumersbut nodes within dynamicnetworks—interacting andshaping brands, markets,and each other.

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David RogersFaculty, Columbia BusinessSchool Executive Education

You'll learn how to think strategically so that you can identify what's right for your customer and your organization based on best practices and analytics.

This program is based on Professor David Rogers' program on Digital Marketing Strategies taught to executives that come to Columbia Business School from all over the world.

This program focuses on how marketers can reach digitally savvy audiences, build deep customer relationships, and influence the digital path to purchase.

Are you a professional seeking to master the fundamentals of Digital Marketing strategies or a current digital marketer who would like to learn and apply the latest concepts to stay relevant? Are you looking to engage the social media generation and manage your ROI?

The Digital Marketing program will teach you about the key digital marketing channels and strategies available in a rapidly changing marketplace. And while social networks come and go and apps gain fame and decline in popularity, you’ll learn about the frameworks and strategies behind them, so that your decision making can be applied to whatever the next big thing in digital marketing might be.

PAST PARTICIPANTS


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TOP COUNTRIES REPRESENTED3500+ participants from over 100 countries have benefitted from this program.

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

WORK EXPERIENCE

17% 22% 21% 23% 17%

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

United States United Kingdom

Switzerland

Thailand

Mexico

Brazil

UAE India

Singapore

PARTICIPANTS TESTIMONIALS


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The best part of the program was examples of other companies, strategizing digital marketing plan and measurement matrix.

Katerina VarenkowPetia Vet Health, Spain

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I loved the case studies and references about specific topics because it gave me a clearer understanding.

Hugo PalmaL5 Networks, Latin America

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I liked the 'variety' of different areas included in easy and well articulated program materials, examples, and assignments. The short videos interspersed with engaging content and presentation by the professor were good too.

Kanishka RoyTata Projects, India

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90%of over 3500 participants successfully completedthe program

4.35

Participant’s rating of the program (based on 1200 ratings of past participants)

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

PROGRAM FACULTY

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 YourCustomer and his most recent, The DigitalTransformation Playbook: Rethink Your Business to Adapt and Thrive in the Digital Age.

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.

Rogers advises companies and keynotes at conferences worldwide on the transformational impact of technology on brands and business strategy. He has consulted on marketing and digital strategy for startups and global companies – including Google, GE, Toyota, Pernod Ricard, Visa, SAP, Lilly, Combiphar, China Eastern Airlines, Kohler, Saint-Gobain, and MacMillan, among many others.

David RogersFaculty, Columbia Business School Executive Education

Companies need business leaders who havea strong knowledge of andexperience with digitalbusiness models.

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David RogersFaculty Director of ExecutiveEducation programs on DigitalMarketing and Digital BusinessStrategy,Columbia Business School


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PROGRAM HIGHLIGHTS


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Make the shift to digital marketing with this three-month online program led by top faculty at Columbia Business School as your guide.

Learn the frameworks and best practices that will enable you to plan, customize, and implement successful digital marketing strategies—and meaningfully measure their impact.

Finally, discover strategies that can help you engage, 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.

120Video Lectures

10Real WorldApplications

2Simulations

5Discussions

Live OnlineTeaching Sessions

The program includes live Q&A with David Rogers,faculty at Columbia Business School Executive Education

THRIVE IN A DIGITAL AGE


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Five Strategies to Thrive In a Digital Age

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

EngageBecome a source of valued

content for your customers.

ConnectBecome a part of your

customers’ conversations.

CustomizeMake your offering adaptable to your customers’ needs.

CollaborateInvite your customers to help build your enterprise.

SYLLABUS


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MODULE 1 –– FROM MASS MARKETING TO CUSTOMER NETWORKS

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

• Assignment: Reflect on your personal digital interactions and describe the customer network for your business

Application

• 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

Framework

MODULE 2 –– THE DIGITAL ADVERTISING MIX : KEY CHANNELS AND PRINCIPLES

• 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

Framework


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• 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 research2. Build pay per click (PPC) ad campaigns3. Understand and measure Key Performance Indicators4. Write targeted ads5. Optimize landing pages6. Run an email marketing campaign

Application

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

MODULE 3 –– FIVE CORE BEHAVIORS OF CUSTOMERS IN THE DIGITAL WORLD

• 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

Framework

MODULE 4 –– ACCESS STRATEGY

• 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

Framework


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• Assignment: Analyze and explain how a selected company utilizes the Engage StrategyApplication

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

MODULE 5 –– ENGAGE STRATEGY : CONTENT MARKETING, UTILITY, MESSAGING, AND BRANDS AS PUBLISHERS

• 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

Framework

MODULE 6 –– CUSTOMIZE STRATEGY : TARGETING, PERSONALIZATION, AND MARKETING TO A SEGMENT OF ONE

• 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

Framework


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

MODULE 7 –– CONNECT STRATEGY : SOCIAL MEDIA, COMMUNITIES, AND THE POWER OF CONVERSATION

• 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

Framework

MODULE 8 –– COLLABORATE STRATEGY: CROWDSOURCING, CROWDFUNDING, AND OPEN PLATFORMS

• 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

Framework


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

MODULE 9 –– LESSONS FROM BRAND FAILURES

• 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

Framework

MODULE 10 –– BEST PRACTICES FOR BRANDS ON SOCIAL NETWORKS

• 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

Framework


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• Assignment: Metrics of MeasurementApplication

MODULE 11 –– MAKING DIGITAL MATTER : METRICS, ROI, AND AGILE MODELLING

• 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

Framework

MODULE 12 –– FIVE-STEP PROCESS OF PLANNING AND EXECUTING A DIGITAL MARKETING STRATEGY

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

Framework


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MODULE 13 –– ORGANIZATIONAL CHALLENGES OF DIGITAL MARKETING

• Skills and Training• Speed and Agility• Collaborating across Divisions• Collaborating across Business Units• Organizational Challenges of Digital Marketing

Framework

MODULE 14 –– SIX FACES OF THE (NEAR) FUTURE OF DIGITAL MARKETING

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

Framework


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KEY TAKEAWAYS

Learn how to identify digital marketing technologies and digital tools that are right for your organization

Understand how to use content, mobile, and influencer marketing to target customers more effectively

Understand the power of testing and targeting in digital marketing

Learn how to determine the skill sets required for your own digital initiatives

Learn how to develop analytics to measure the impact, effectiveness, and ROI of your digital marketing strategy

Discover how to integrate digital marketing with your offline strategies and traditional media


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

THE LEARNING EXPERIENCE

Orientation WeekThe 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 GoalsOn 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 LecturesThe recorded video lectures are by program faculty.

Live WebinarsEvery 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 DoubtsIn 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-UpEmeritus Program Support Team follow-up over email and phone calls with learners who are unable to submit their assignments on time.

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

CERTIFICATE

Bob HalperinAcademic DirectorEMERITUS

Pierre YaredVice Dean, Executive EducationColumbia Business School

YOUR NAME

DIGITAL MARKETING: CUSTOMER ENGAGEMENT,SOCIAL MEDIA, PLANNING & ANALYTICS

(YEAR)

THIS IS TO CERTIFY THAT

HAS PARTICIPATED IN

SAMPLE

PROGRAM FEE AND DURATION

USD 1,4003 Months, Online

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

Flexible payments options available.


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Deepen Your Intellectual Capital

Enhance Your Social Capital

Manage Your Brand Capital

Enhance Your Career Capital

World-class curriculum & teaching by faculty 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

A global business education on your resume

Make new, life-long connections with experienced business people from a wide variety of cultures, industries and backgrounds

Inclusion in the Emeritus Network

Invitations to Emeritus Network events globally including career panels, CXO speaker series, and industry interactions

Learn while you earn

Get noticed. Get ahead.

Understand how to manage your career and personal brand


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BENEFITS TO THE LEARNER

www.emeritus.org

E-mail: [email protected]

Call: +1 (718) 550 0890

We attempt to respond to queries in 24 hours or less. However, over weekends and holidays, our responses may take up to 72 hours.

© Copyright 2020 Emeritus. All Rights Reserved.

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

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

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