DIGITAL MARKETING

CUSTOMER ENGAGEMENT, SOCIAL MEDIA,

PLANNING & ANALYTICS
OVERVIEW
This course is based on Professor David
Rogers' course on Digital Marketing Strategies
taught to executives that come to Columbia
Business School from all over the world.
The marketing paradigm has transformed with
the rise of digital technologies. Companies
today face a constant proliferation of social
media channels, the growing power of
connected customers, and an explosion of new
digital tools.
To succeed, marketers must be able to plan,
implement, and measure the impact of digital
strategies that are suited to today’s customers
and integrated with their traditional marketing
and business goals.
This program focuses on how marketers can
reach digitally savvy audiences, build deep
customer relationships, and influence the
digital path to purchase.
01
A GLOBALLY CONNECTED
CLASSROOM

At our founding academic institutions, peer-to-peer learning and application are integral to a student’s

learning experience. At EMERITUS we have replicated this approach in our “Globally Connected Classroom”.

While the course frameworks are delivered using interactive video lectures, two-thirds of the learning time is

devoted to application of these concepts through assignments, cases and discussions with your peers.

Byte Sized Simulations, Games Debrief

02
Learning & Role Plays

Peer to Peer Mobile App Real World

Learning Learning Application

Global Cohort Based

Education
COURSE HIGHLIGHTS

120 10 5
Video Real World Discussions
Lectures Applications

03

2
Simulations Live Online
Teaching Sessions

The course includes live Q&A with David Rogers, Faculty of Executive Education,
Columbia Business School
BENEFITS TO
THE LEARNER

Intellectual Capital Brand Capital

Global Business Education Certificate from EMERITUS in collaboration

with Columbia Business School Executive
Rigorous and experiential curriculum Education

World-renowned faculty

Action learning: learning by doing 04

Social Capital Career Capital

Build new networks through peer Professional acceleration through

interaction our enriched leadership toolkit

Benefit from diverse class profiles Learn while you earn

Get noticed. Get ahead.

SYLLABUS

MODULE 1 - From Mass Marketing To Customer Networks

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)
05
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

Application 06

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

On-Demand Services 07
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
 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
08

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

MODULE 7 - Connect Strategy : Social Media, Communities,

and the Power of Conversation

Framework
09
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
Passive 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
10
- Modularity of the problem
- Skills of Participants
- The Bottom is Not Enough

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

11
 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
12
• 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
 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
13
• 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

MODULE 13 - Organizational Challenges of Digital Marketing 14

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

14
COURSE FACULTY
David Rogers
Faculty at Columbia Business School
David Rogers, a member of the faculty at
Columbia Business School, is a globally-
recognized leader on brands and digital
business strategy, known for his pioneering
model of customer networks. He has
authored four books, including “The Network
Is Your Customer,” and more recently, “The
Digital Transformation Playbook: Rethink Your
Business to Adapt and Thrive in the Digital
Age.”
At Columbia Business School, David teaches
global executives as the Faculty Director of
Executive Education programs on Digital
Marketing and Digital Business Strategy. His
recent research with Columbia’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. David is also the founder and host
of the Center’s acclaimed BRITE conference
on brands, innovation, and technology, where
global CEOs and CMOs come together with
leading technology firms, media companies,
and entrepreneurs, to address the challenges
of building strong brands in the digital age. 15
David advises companies and keynotes
at conferences worldwide on the ways that
technology is transforming brands and
business strategy. He has consulted on
marketing and digital strategy for startups and
global companies – including Toyota, Pernod
Ricard, Visa, SAP, Lilly, Combiphar, China
Eastern Airlines, Kohler, Saint-Gobain, and
MacMillan, among many others.
David has appeared on CNN, ABC News, CNBC,
Marketplace, Channel News Asia, and in The
Financial Times, The Wall Street Journal,
Forbes, and The Economist. He received the
2009 Award for Brand Leadership at the World
Brand Congress.
CERTIFICATE

THIS IS TO CERTIFY THAT

BEN CHOI
HAS ATTENDED AND SUCCESSFULLY COMPLETED

DIGITAL MARKETING: CUSTOMER ENGAGEMENT,

SOCIAL MEDIA, PLANNING & ANALYTICS

16

Bob Halperin Dil Sidhu

Academic Director Associate Dean
EMERITUS Columbia Business School
Executive Education

Upon successful completion of the program, participants will be awarded a verified digital
certificate by EMERITUS Institute of Management, in collaboration with Columbia Business
School Executive Education.
DURATION AND Fees $1,400 USD

COURSE FEE
10 Weeks

*Course fee is exclusive of GST applicable to

Singapore residents

ABOUT
COLUMBIA
BUSINESS
SCHOOL 17

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of the United States; 9 Justices of the United
States Supreme Court, 29 Academy Award
winners, and 29 heads of state, including 3
United States Presidents.
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