Digital Marketing Strategy: Customers, Planning & ROI™

at Columbia Business School - Morningside Heights

Course Details
$6,450 3 seats left
Start Date:

Mon, Nov 18, 8:30am - Nov 20, 5:30pm (3 sessions)

Next start dates (2)

Morningside Heights, Manhattan
3022 Broadway Uris Hall
Btwn W 116th & W 120th Streets
New York, New York 10027
Purchase Options
Class Level: Intermediate
Age Requirements: 21 and older
Average Class Size: 25
Teacher: Jeremy Kagan

What you'll learn in this digital marketing course:

Marketers today face a constant proliferation of marketing channels, the growing power of the connected customer, and an explosion of new digital tools. To succeed, marketers must be able to plan, implement, and measure the impact of their digital strategies and integrate them with their traditional marketing and business goals.

The Digital Marketing Strategy program teaches executives about the key digital marketing channels and strategies available to them. And while social networks come and go and apps gain fame and decline in popularity, the program teaches the managerial frameworks and strategies behind them, so that your decision making can be applied to whatever the next big thing in digital marketing might be. You'll learn how to think strategically and develop an ROI-based marketing plan, so that you can identify what's right for your customer and your organization.

Guest speakers illustrate best practices from across industries, and you'll leave with applicable frameworks and planning tools to lead new initiatives as you return to work.

The program provides executives with the strategies, best practices, and tools for digital marketing that meet the needs of their organizations. Participants learn to think strategically and achieve a variety of marketing goals, such as customer acquisition and loyalty, brand building, market entry, customer insight, and new product innovation.

Summary of Benefits:

  • 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
  • Learn how to develop analytics to measure the impact, effectiveness, and ROI of your digital marketing strategy
  • Understand the power of testing and targeting in digital marketing
  • Know how to integrate digital marketing with your offline strategies and traditional media
  • Learn how to determine the skill sets required for your own digital initiatives
  • Upon completion of this program, you will earn three days towards a Certificate with select alumni and tuition benefits.

Program Structure
The program starts with an in-depth look at what makes digital different from the traditional marketing world so many executives and organizations are rooted in. Next, participants explore outbound marketing like advertising and promotional channels, inbound marketing like content creation and demand nurturing, and engagement strategies like customer relationship and community management.

Each of these types of marketing uses different sets of channels and tools to achieve success. Participants review each through hands-on exercises, applicable tools, and informed demonstrations to build experience with real-world tactics and data. Instructors highlight key areas of importance and industry guest speakers complement the sessions with their expertise on topics like influencer marketing, content and community strategies, and data analytics.

The program also strategically taps into the New York ecosystem to showcase digital marketing best practices.

Participant Profile
Digital Marketing Strategy is designed for mid- and upper-level executives responsible for developing and implementing marketing strategy in b2b and b2c companies. It also is well suited for executives who develop or lead digital marketing for client companies.

This program is ideal for participants who have digital competency and even some vertical expertise, but who seek the high-level managerial tools and techniques to effectively manage a team or an agency for execution of their digital marketing plans.

Admissions Qualifications

Successful candidates should have managerial experience and responsibilities matching a program’s “Who Should Attend” or “Participant Profile” description. All registrations are subject to approval by Columbia Business School.

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Refund Policy
Notification of withdrawal must be sent in writing to CourseHorse. Full refunds can be obtained up to 30 days before the program start date. Due to the costs incurred for program preparation and administration, any cancellations or requests for transfers or deferrals received 30 days or less from the program start are subject to penalty fees as described below. 
  • More than 30 days notice: 0% Cancellation – Transfer Penalty
  • 14 to 30 days notice: 30% Cancellation – Transfer Penalty
  • Less than 14 days notice: 50% Cancellation – Transfer Penalty
Columbia Executive Education, at its sole discretion, reserves the right to limit enrollments regardless of acceptance status. Individuals who have paid tuition but who are deemed ineligible to participate due to such enrollment limitations will receive a refund.

Requests must be submitted in advance to Columbia Business School Executive Education and will be reviewed on an individual basis, based on participant qualifications and lead time needed for any program pre-work.

Transfers: Transfer requests must be submitted to Columbia Business School Executive Education and must indicate the new dates and/or new program the participant wishes to attend. Transfers are valid only within one year of the original program start date.

Refunds: Any remaining balance of a cancelled program's payment can be applied to another Columbia Business School Executive Education program within one year of the program date. After one year, the balance is nonrefundable.

Full tuition is nonrefundable under these conditions:
  • The registrant or substitute does not enroll in another program within one year of the original start date, and/or
  • The registrant or substitute defers or transfers more than two times.


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Start Dates (3)
Start Date Time Teacher # Sessions Price
8:30am - 5:30pm Jeremy Kagan 3 $6,450
This course consists of multiple sessions, view schedule for sessions.
Tue, Nov 19 8:30am - 5:30pm Jeremy Kagan
Wed, Nov 20 8:30am - 5:30pm Jeremy Kagan
8:30am - 5:30pm Jeremy Kagan 3 $6,550
This course consists of multiple sessions, view schedule for sessions.
Tue, Jun 09 8:30am - 5:30pm Jeremy Kagan
Wed, Jun 10 8:30am - 5:30pm Jeremy Kagan
8:30am - 5:30pm Jeremy Kagan 3 $6,550
This course consists of multiple sessions, view schedule for sessions.
Tue, Nov 17 8:30am - 5:30pm Jeremy Kagan
Wed, Nov 18 8:30am - 5:30pm Jeremy Kagan

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Reviews of Classes at Columbia Business School (9)

(9 Reviews)
Digital Marketing Strategy: Customers, Planning & ROI™
Reviewed by Eric R. on 6/16/2016
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School: Columbia Business School

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Columbia Business School Executive Education provides executives from across industries and sectors with the tools, frameworks, and learnings needed to lead and excel. Designed for high-impact business leaders, our offerings include over 50 non-degree,...

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