Digital Marketing Intensive
Practice the application of digital marketing fundamentals, including display advertising, AI, automation, and analytics techniques, to optimize campaigns for maximum ROI in the Digital Marketing Intensive Program from Columbia Business School Executive Education.
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Course Description
Digital transformation and big data have revolutionized marketing and its methods, and the industry continues to evolve at an astonishing pace. Successful marketers know that to keep up with shifts in consumer behavior, they need to adapt their strategies and stay current on the latest digital media technologies, data analytics techniques and trends.
The Digital Marketing Intensive (Online) Program is designed to offer a comprehensive overview of the fundamentals of digital marketing from display advertising, search engine marketing, social media marketing and email marketing to the impact of marketing analytics and artificial intelligence (AI) and automation. As a participant, you’ll develop a deep understanding of consumers and the digital marketing channels available to help you reach them as you learn statistical techniques to track, analyze, and optimize your campaigns to maximize return on investment (ROI).
What You Will Learn
Upon completing the Digital Marketing Intensive Program, learners will be able to develop an effective digital marketing strategy for their company. They will have gained a thorough understanding of various digital marketing channels such as search, social media, and content marketing. Learners will have explored the latest technologies and trends such as AI and automation and developed statistical techniques to implement and measure outcomes of digital marketing campaigns using Excel. They will have the skills to collect, analyze and use data for accurate consumer targeting and profiling while being mindful of data privacy regulations.
Instructors
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, Journal of Marketing Research, and Journal of Interactive Marketing.
Jerath serves on the editorial board 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 B.Tech. degree in Computer Science and Engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in Marketing from the Wharton School of the University of Pennsylvania. Prior to Columbia, he was on the faculty of the Tepper School of Business at Carnegie Mellon University.