OVERVIEW
Advertising is experiencing a big comeback in 2021. Despite the pandemic, ad revenue is expected
to increase by 15 percent, reaching a record $259 billion and marking the highest growth rate in 40
years, according to a June 2021 report by Magna.
This explosive growth is being fueled in large part by spending in digital marketing, which is rising at a
much higher rate than traditional linear channels. Succeeding in this increasingly competitive
environment requires the ability to take advantage of the latest digital tools and methods, including
AI and automation, and make them an effective component of your marketing strategy.
The Digital Marketing Intensive (Online) Program is designed to help you develop a deep
understanding of your consumers and the digital channels available to reach them. You’ll also get
hands-on experience in building, tracking, analyzing, and optimizing digital marketing campaigns to
maximize your return on investment (ROI).
Whether your goal is to stay current on the latest digital marketing developments, help your
organization or clients go digital, or make a career move into this rapidly growing sector, you’ll get a
comprehensive overview of the digital marketing essentials to help ensure your success.
Key Takeaways
As a participant in the Digital Marketing Intensive (Online) DURATION
Program, you will learn to develop a robust online presence 6 months,
for your organization to help you stay relevant and 15—20 hours per week
marketable. Throughout the program, you will learn to:
FORMAT
Online
Master the essentials of digital marketing channels like
display, search, and social media, and deep dive into the FEE*
world of content marketing $6,950
Explore the impact of key trends in the digital marketing
industry, including AI and automation *GST applicable to residents of Singapore
Learn to collect and use data to enable accurate consumer
profiling and targeting, and explore data privacy to
understand its potential impact on the future of digital
marketing
Discover frameworks you can use to implement and
measure the outcomes of your digital marketing
campaigns
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WHO SHOULD ATTEND
The Digital Marketing Intensive (Online) Program is designed for marketers who want to expand their
digital skills as well as professionals looking to start a career in digital marketing. The program is ideal
for:
Early- to mid-level marketing professionals looking to broaden their understanding of digital
marketing, get hands-on experience with the latest tools and techniques, manage digital marketing
efforts in their organizations, and learn to improve the customer experience or how analytics can be
used to understand consumer behavior. Titles may include marketing manager, marketing analyst,
brand manager, communications manager, and sales and marketing assistant.
Career switchers seeking to move into a career in digital marketing and get a hands-on
understanding of the latest digital marketing tools and techniques. Titles may include professionals
both within and outside of the marketing field.
Consultants aiming to develop their knowledge of digital marketing tools and strategies to offer
better solutions to their clients, gain a deeper understanding of analytics and consumer behavior,
and learn how to build a comprehensive digital road map for their clients. Titles may include principal
consultant, digital marketing consultant, marketing consultant, and digital strategy consultant.
Business owners in search of digital strategies and frameworks that they can incorporate into their
marketing efforts to enhance their results.
02
PROGRAM TOPICS
WEEK 1: WEEK 2:
Digital Marketing Introduction, Marketing Funnel and Customer
Trends, and Key Ideas Journey
Explore the evolution of media and the growth Examine the four stages of the marketing
of digital marketing and its related channels, funnel to determine how they align with
and compare digital to traditional marketing. various marketing channels, and identify the
Recognize the negative effects online metrics for each level of the funnel. Identify
advertising can have on consumers, and bottlenecks in a campaign and steps that
describe potential trends and impacts of social can be taken to prevent them.
media advertising.
WEEK 3: WEEK 4:
Data: The Enabler of Digital Display Advertising: The
Marketing Programmatic Ecosystem
Assess how data is collected and used to Learn the essentials of display ads, and
enable accurate consumer profiling and determine where they fit in the marketing
targeting by digital marketers, and examine funnel. Then set up a display ad campaign
the latest data privacy regulations and their on Google, and create your own display ad.
potential impact on the future of digital
marketing.
WEEK 5: WEEK 6:
Display Advertising: Measuring Return on Investment
Metrics and Targeting (ROI) on Advertising Spend
Explore the role of ad agencies in the display Dive into a case study that highlights the
advertising process. Recognize the effectiveness of display advertising. Learn
importance of viewability and the metrics to use T-tests and logistic regression to
associated with it. analyze the true effects of advertising on
consumer behavior, and determine whether
a display ad campaign is effective.
03
WEEK 7: WEEK 8:
Search Engine Marketing: Search Engine Marketing:
Search Engine Optimization Sponsored Search Advertising
Define search engine marketing, recognize its Delve into paid search advertising,
role in the marketing funnel, and learn about auctions, and quality scores. Then set up a
search engine optimization (SEO). paid search campaign on Google.
WEEK 9: WEEK 10:
More Tools for Measuring Return Social Media Marketing:
on Investment (ROI) on Advertising Creating Content
Review a case study that measures the Learn about the full social media universe,
effectiveness of search advertising using the two-way communication in social media, and
difference-in-differences technique. generating content that resonates with
consumers.
WEEK 11: WEEK 12:
Social Media Marketing: Viral Marketing
Engaging Consumers Define viral marketing while differentiating
what type of content “goes viral.” Learn to
Examine a case study that focuses on how to
disseminate content through influencers
motivate consumers to generate and
and micro-influencers. Identify elements of
consume social media content. Learn to
the STEPPS framework and how it can be
calculate metrics for social media marketing.
used to create viral content, and understand
the dynamics of big-seed marketing versus
viral marketing.
04
WEEK 13: WEEK 14:
Email Marketing and Affiliate Content Marketing and
Marketing Inbound Marketing
Recognize the importance of email marketing. Get an overview of content-driven
Design an effective email campaign, and marketing and related metrics. Delve into
explore email automation and drip campaigns. content marketing strategies and where
Identify the characteristics of affiliate they fit in the customer decision journey.
marketing, and assess associated advantages Learn how to effectively use inbound
and risks. marketing channels.
WEEK 15: WEEK 16:
Marketing Attribution Implementing Digital Marketing
and Optimizing Channel Budget
Learn the definition and importance of
attribution, and examine the problems with
Allocation
attribution rules. Analyze attribution’s impact
on outcome probability using regression Learn to conduct your own digital
tools. marketing campaign, from setting a budget
and determining channels to identifying
target customer groups and setting goals.
Optimize your plan with experiments,
review your return on investment, and
continue to adapt your budget as you go.
WEEK 17: WEEK 18:
AI, Automation, and Ethics in Business-to-Business
Implementing a Digital Marketing Marketing
Program
Differentiate between business-to
Discover the impact of AI and automation on -business (B2B) and business-to-consumer
digital marketing, from generating creatives digital marketing (B2C). Learn how to drive
and content to optimizing targeted web traffic and how to develop, classify,
prospects, bidding in auctions, and chatbots. and convert leads. Understand the
Examine ethics and fairness concerns related importance of content marketing and
to digital marketing in areas like social media education for innovative products.
and targeting.
05
WEEK 19: WEEK 20:
Brand Management in Digital Challenges and Risks in
Marketing Executing a Digital Marketing
Program
Define branding and its increased importance
in the digital age. Examine the fundamentals of
Explore organizational challenges and
branding theory, including brand loyalty, brand
incentive structures that can lead to
equity, and brand positioning and messaging.
friction within and between organizations
and hinder effective implementation of a
digital marketing program. Examine risks in
executing a digital marketing program and
related solutions.
WEEK 21:
Capstone Project
This week, participants will wrap up their capstone projects. It consists of three mini projects that will be
completed during the last three weeks of the program (these projects will take place in Week 19, Week
20, and Week 21). Participants will choose three options from the scenarios listed below, and create a
solution or marketing campaign for each.
1. Examine a brand or franchise for a large organization that sells both online and offline via retailers,
and develop a marketing campaign for them using a prescribed budget.
2. Create a digitally-focused marketing campaign for a retailer that is selling both online and offline.
Use a prescribed budget and don’t leave out traditional channels.
3. Create a marketing campaign for a direct-to-consumer startup.
4. Create a marketing campaign for a local restaurant focusing mainly on social media (Facebook,
Instagram, and Twitter).
5. Create a marketing campaign while working in tandem with an ad agency.
6. Create a marketing campaign for a B2B scenario.
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CASE STUDIES
The program features real-world case studies that highlight digital marketing strategies in practice,
including:
Star Digital Measuring ROI on Sponsored
Search Ads
This multichannel video service provider
conducted an experiment to measure the In this case scenario, an organization is using
effect of display ads on sales conversion. search engine advertising, running paid search
Analyze spreadsheet data to answer questions ads on the two major search engines: Google
about the experiment’s effectiveness. and Bing. Use weekly traffic data for both
search engines to perform an ROI analysis for
the organization.
Ford Fiesta
Learn about Ford’s experiment in relying on
social media to target its 2010 Fiesta to a
younger market, which resulted in handing over
a large portion of the marketing campaign to
20- and 30-something bloggers across the
U.S. Then assess how much control the
company should have ceded to these
influencers, and analyze social media metrics
to determine whether they made the right
moves to succeed.
07
EXTERNAL CERTIFICATIONS
Google Analytics IQ
Certification
Confirm your mastery of basic and
advanced Google Analytics concepts,
including planning and principles;
implementation and data collection;
configuration and administration;
conversion and attribution; and
reports, metrics, and dimensions.
Google Ads Display
Certification
Validate your expertise using Google
Display for display advertising by
demonstrating your ability to develop
effective display strategies and
campaigns that achieve specific
marketing goals.
Google Ads Search
Certification
Prove your ability to build and
optimize Google Search campaigns,
and leverage automated solutions
like smart bidding and audience
solutions to boost campaign
performance for specific marketing
objectives.
Note: All product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply
08 any affiliation with or endorsement by them.
LEARNING
EXPERIENCE
The program is spread over six months and includes video lectures, assignments, discussions, activities,
and the use of real-world tools and technologies.
Discussions and
Polls Assignments
Quizzes Case Studies
Capstone Peer Interactions
Project and Networking
Crowdsourcing
Digital Marketing Career Support
Resources
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FACULTY
Kinshuk Jerath
Professor of Business,
Columbia Business School Marketing Division
Kinshuk Jerath is Professor of Business in the Marketing Division
at Columbia Business School. His research is in the area of
technology-enabled marketing, primarily in online advertising,
online and offline retailing and customer management, and he
focuses on strategy development and measurement with data.
His research has appeared in top-tier marketing journals, such as
Marketing Science, Management Science, the Journal of
Marketing Research, and the Journal of Interactive Marketing.
Jerath serves on the editorial boards of the journals Marketing
Science, Production and Operations Management, and Customer
Needs and Solutions. He has consulted for several Fortune 500
companies and has served as an expert in legal cases. He
received a BTech degree in Computer Science and Engineering
from the Indian Institute of Technology Bombay and a PhD in
Marketing from the Wharton School of the University of
Pennsylvania. Prior to joining Columbia, he was on the faculty of
the Tepper School of Business at Carnegie Mellon University.
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GUEST SPEAKERS
Damian Bazadona
Founder, Situation
Damian Bazadona founded Situation, a digital-first marketing
agency in 2001. Over the years, he has worked with global
brands across a range of industries to develop and deploy
award-winning marketing campaigns. Under his leadership,
Situation has been honored with numerous workplace awards
from Crain’s, Best Companies Group, Digiday, and Fortune.
Cynopsis honored Damian with the Social Good Leader of the
Year and HR Visionary of the Year award. Recently, variety
named him on their annual list of industry visionaries in their
Digital Marketing Impact Report.
Bazadona is an active speaker at industry conferences and on
university campuses across the country, including Columbia,
Yale, NYU, and his alma mater, University at Albany. He is also a
co-founder of TEDxBroadway, one of the longest-running
independently organized TED events. He passionately invests in
arts education and community engagement. In 2011, he founded
Situation Project, a nonprofit that brings educational
programming and immersive artistic and cultural experiences to
middle schoolers across under-resourced NYC public schools.
Situation Project was honored with an invitation to participate in
the White House’s inaugural South by South Lawn in 2016 under
the Obama Administration. Bazadona believes that the power of
the human spirit is remarkable, and he brings that conviction to
his company and his clients.
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Michael A. Cohen
Data Product Executive and Scientist
Michael A. Cohen is a data product executive, scientist, and
scholar with organizational experience in the development of
technology for data-driven management. He collaborates to build
innovative, results-focused technologies that unlock insights and
business performance.
Cohen has vertical expertise in digital media, e-commerce,
food marketing, corporate social responsibility, and competitive
strategy. His technical expertise includes data management and
analytics, econometrics and Bayesian statistics, management
and marketing science, software application engineering,
technical and cloud computing, decision activation systems,
and optimization.
Tim Reis
CEO, Act 3 LLC
With more than 35 years in sales, Tim Reis has worked in digital,
broadcast and print media. He spent 12 years at Google in lead-
ership roles, including evangelizing mobile advertising in its
nascence and leading teams focused on financial services,
consumer packaged goods, midmarket performance and brand
agencies.
A frequent speaker at industry events such as SXSW, Advertis-
ing Week, SMX, MITX, ANA, and 4As, he has been a guest lectur-
er at Wharton, NYU Stern, and Columbia Business School, where
he is a regular guest lecturer.
Earlier in his career, Reis led national ad sales for Plum TV, was
President of Forbes Custom Media and created Forbes’ X-media
initiative as Vice President of Sales Development. He has also run
his own publisher’s rep firm and was a regional manager for
Fortune magazine. Today, he consults on media, sales, and
private equity.
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CAREER PREPARATION
AND GUIDANCE
Maintaining a successful career in digital marketing requires a variety of skills, both hard and soft.
This professional certificate program offers guidance for navigating a career path in this evolving
industry, including crafting your elevator pitch and communication tips.
These services are provided by Emeritus, our learning collaborator for this program. The program
support team includes course leaders to help you reach your learning goals. The primary goal is to
give you the skills needed to be prepared for a job in this field; however, job placement is not
guaranteed. Participants who complete the career content component will receive one-to-one career
coaching for up to six months after the program concludes as well as access to a hiring partner
network.
Navigating your job search One-to-one career coaching
Resume and cover letters Negotiating salary
Interview tips and Mentoring by industry
preparation professionals
Crafting your elevator pitch LinkedIn profile guidance
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CERTIFICATE
After you have successfully completed the program, you will receive a certificate of completion from Columbia
Business School Executive Education. The learnings serve as a powerful credential in supporting your capabilities
in digital marketing.
C O LUM B I A BUS I N ES S S C H O O L EXE CU TIV E E DU CATIO N
hereby recognizes that
Participant Name
has participated in:
Digital Marketing Intensive (Online)
Date
Costis Maglaras
Dean and David and Lyn Silfen Professor of Business
This certificate also counts towards four credits to the Certificate in Business Excellence, which grants select alumni and
tuition benefits. Your verified digital certificate of completion will be issued in your legal name and emailed to you, at no
additional cost, upon completion of the program, as per the stipulated requirements. All certificate images are for illustrative
purposes only and may be subject to change at the discretion of the Columbia Business School Executive Education.
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ABOUT COLUMBIA
BUSINESS SCHOOL
Columbia Business School was established in 1916 to provide business training and professional
preparation for undergraduate and graduate Columbia University students. It has since become one of
the world's leading business schools, with excellent faculty who provide students with superior
knowledge and thought leadership across divisions and disciplines.
Columbia Business School is the only Ivy League business school located in the global business hub of
New York City. The school has more than 47,000 alumni in 133 countries and about 70 alumni clubs
globally. Columbia Business School is a part of Columbia University, which has produced 101 Nobel
Prize winners, five Founding Fathers of the United States, nine Justices of the United States Supreme
Court, 29 Academy Award winners, and 29 heads of state, including three United States Presidents.
ABOUT EMERITUS
Columbia Business School Executive Education is collaborating with online education provider Emeritus
to offer a portfolio of high-impact online programs. These programs leverage Columbia's thought
leadership in management practice developed over years of research, teaching, and experience. By
collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a
collaborative and engaging format that stays true to the quality of Columbia Business School Executive
Education and Columbia as a whole. Emeritus' approach to learning is formulated on a cohort-based
design to maximize peer-to-peer sharing and includes live teaching with world-class faculty and
hands-on project-based learning. In the last year, more than 100,000 students from over 80 countries
have benefited professionally from Emeritus’ programs.
15
Easily schedule a call with a program advisor to
learn more
SCHEDULE A CALL
You can enroll in the program here
ENROLL
CONNECT WITH A
PROGRAM ADVISOR
Email: [email protected]
Phone: +1 315-538-6867
