Digital Marketing Intensive (Online)

Advance Your Career in Digital Marketing with this Bootcamp

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Course Dates
DEADLINE EXTENDED

Course Duration

DURATION

6 months, online
15–20 hours per week

Course Duration

Upgrade Your Digital Marketing Skills

Digital transformation has 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 technologies and trends.

The Digital Marketing Intensive (Online) Program is designed to offer a comprehensive overview of digital marketing and its tools, from display advertising, search engine marketing, and social media and influencer marketing to the impact of artificial intelligence (AI) and automation. As a participant, you’ll develop a deep understanding of consumers and the digital channels available to help you reach them as you learn to track, analyze, and optimize your digital campaigns to maximize return on investment (ROI).

$259 billion

Ad revenues are expected to increase by 15 percent to a record $259 billion in 2021 — the highest growth rate in 40 years — driven largely by digital technologies.

SOURCE: Magna

1.6 million jobs

‘Digital marketer’ ranked as one of the top 10 jobs for 2020, with more than 1.6 million job openings.

SOURCE: LinkedIn

23.2%

Social media accounted for 23.2 percent of marketing budgets as of June 2020, compared to 13.3 percent in February 2020.

SOURCE: CMO Survey

Key Takeaways

As a participant in the Digital Marketing Intensive (Online) Program, you will learn to develop a robust online presence for your company, helping you stay relevant and marketable. Throughout the program, you will learn to:

  • Master the essentials of digital marketing channels like display, search, and social media, and deep dive into the world of content marketing
  • Explore the impact of key trends in the digital marketing industry, including AI and automation
  • Discover frameworks you can use to implement and measure the outcomes of your digital marketing campaigns
  • 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

Who Is This Program 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.

Program Topics

Week 1:

Digital Marketing Introduction, Trends, and Key Ideas

Week 2:

Marketing Funnel and Customer Journey

Week 3:

Data: The Enabler of Digital Marketing

Week 4:

Display Advertising: The Programmatic Ecosystem

Week 5:

Display Advertising: Metrics and Targeting

Week 6:

Measuring Return on Investment (ROI) on Advertising Spend

Week 7:

Search Engine Marketing: Search Engine Optimization

Week 8:

Search Engine Marketing: Sponsored Search Advertising

Week 9:

More Tools for Measuring Return on Investment (ROI) on Advertising

Week 10:

Social Media Marketing: Creating Content

Week 11:

Social Media Marketing: Engaging Consumers

Week 12:

Viral Marketing

Week 13:

Email Marketing and Affiliate Marketing

Week 14:

Content Marketing and Inbound Marketing

Week 15:

Marketing Attribution

Week 16:

Implementing Digital Marketing and Optimizing Channel Budget Allocation

Week 17:

AI, Automation, and Ethics in Implementing a Digital Marketing Program

Week 18:

Business-to-Business Marketing

Week 19:

Brand Management in Digital Marketing

Week 20:

Challenges and Risks in Executing a Digital Marketing Program

Week 21:

Capstone Project

Week 1:

Digital Marketing Introduction, Trends, and Key Ideas

Week 12:

Viral Marketing

Week 2:

Marketing Funnel and Customer Journey

Week 13:

Email Marketing and Affiliate Marketing

Week 3:

Data: The Enabler of Digital Marketing

Week 14:

Content Marketing and Inbound Marketing

Week 4:

Display Advertising: The Programmatic Ecosystem

Week 15:

Marketing Attribution

Week 5:

Display Advertising: Metrics and Targeting

Week 16:

Implementing Digital Marketing and Optimizing Channel Budget Allocation

Week 6:

Measuring Return on Investment (ROI) on Advertising Spend

Week 17:

AI, Automation, and Ethics in Implementing a Digital Marketing Program

Week 7:

Search Engine Marketing: Search Engine Optimization

Week 18:

Business-to-Business Marketing

Week 8:

Search Engine Marketing: Sponsored Search Advertising

Week 19:

Brand Management in Digital Marketing

Week 9:

More Tools for Measuring Return on Investment (ROI) on Advertising

Week 20:

Challenges and Risks in Executing a Digital Marketing Program

Week 10:

Social Media Marketing: Creating Content

Week 21:

Capstone Project

Week 11:

Social Media Marketing: Engaging Consumers
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Capstone Project

The program’s final project enables participants to put the digital marketing knowledge they’ve gained to work via three mini-projects completed during the final weeks. Participants will choose three options from a given list of scenarios and work to develop their own marketing campaign or solution for each.

Case Studies

The program features real-world case studies that highlight digital marketing strategies in practice, including:

Image representing the case study examining the effect of display ads on sales conversion

Star Digital

This multichannel video service provider conducted an experiment to measure the effect of display ads on sales conversion. Analyze spreadsheet data to answer questions about the experiment’s effectiveness.

Image representing the case study on Measuring ROI on Sponsored Search Ads

Measuring ROI on Sponsored Search Ads

In this case scenario, an organization is using search engine advertising, running paid search ads on two major search engines: Google and Bing. Use weekly traffic data for both search engines to perform an ROI analysis for the organization.

Logo of Ford to represent the Ford Fiesta case study

Ford Fiesta

Learn about Ford’s experiment in relying on social media to target its 2010 Fiesta to a younger market. Then, assess how much control the company should have ceded to their influencers and analyze social media metrics to determine whether they made the right moves to succeed.

External Certifications

In tandem with their coursework throughout the program, participants will also complete three Google 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 in 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, such as smart bidding and audience solutions, to boost campaign performance for specific marketing objectives.

Learning Experience

Icon signifying Discussions and Polls

Discussions and Polls

Icon signifying Assignments

Assignments

Icon signifying Quizzes

Quizzes

Icon signifying Case Studies

Case Studies

Icon signifying Capstone Project

Capstone Project

Icon signifying Peer Interactions and Networking

Peer Interactions and Networking

Icon signifying Crowdsourcing Digital Marketing Resources

Crowdsourcing Digital Marketing Resources

Icon signifying Program Support

Program Support

Icon signifying Career Coaching

Career Coaching

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
  • Resume and cover letters
  • Interview tips and preparation
  • Crafting your elevator pitch
  • One-to-one career coaching
  • Negotiating salary
  • Mentoring by industry professionals
  • LinkedIn profile guidance

Faculty

Faculty Member Kinshuk Jerath

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... More info

Guest Speakers

Faculty Member Damian Bazadona

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.

Faculty Member Michael A. Cohen

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 has vertical expertise in digital media, e-commerce, food marketing, corporate social responsibility, and competitive strategy.

Faculty Member Tim Reis

Tim Reis

CEO, Act 3 LLC

Tim Reis has worked in sales for 35 years in digital, broadcast and print media. He spent 12 years at Google in leadership roles, including evangelizing mobile advertising in its nascence. A frequent guest lecturer, he consults on media, sales, and private equity as CEO of Act 3.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon completion of the program, you will receive a certificate of participation from Columbia Business School Executive Education. The learnings serve as a powerful credential in supporting your capabilities in digital marketing.

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Your digital verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.

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