Digital Marketing Intensive (Online)

Succeed in engaging consumers in the modern digital landscape

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Course Dates

STARTS ON

May 30, 2024

Course Duration

DURATION

6 months, online
15–20 hours per week

Course Fee
Course Fee

For Your Team

Enroll your team and learn with your peers

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Early Registration Benefit

Apply now to secure your place at US$6,672 by . Connect with a learning advisor for more information.

Explore financing options available for this program.
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Upgrade Your Digital Marketing Skills

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).

$170,646

The average salary for a digital marketing manager in the US in 2024

SOURCE: SALARY.COM

50%

Digital marketing and social media postings account for half of the top-10 jobs posted on LinkedIn.

SOURCE: LINKEDIN

$700 Billion

Forecasted digital advertising revenue by 2025, a significant increase from 2022's projected $566 billion

SOURCE: STATISTA

Key Takeaways

When you complete the Digital Marketing Intensive (Online) Program, you will be equipped to develop a robust digital marketing strategy and online presence for your company, enabling it to remain relevant and in-demand. 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 technologies and trends in the digital marketing industry, including AI and automation
  • Discover statistical techniques you can use to implement, test, and measure the outcomes of your digital marketing campaigns (mainly using Excel)
  • 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 digital marketing tools and techniques, manage the marketing strategy in their organization, 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 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 marketing 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:

Running Statistical Experiments to Measure 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 Statistical Methodologies 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:

Data-Driven Marketing Attribution Analysis

Week 16:

Data-Driven Techniques to Optimize 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:

Data-Driven Marketing Attribution Analysis

Week 5:

Display Advertising: Metrics and Targeting

Week 16:

Data-Driven Techniques to Optimize Channel Budget Allocation

Week 6:

Running Statistical Experiments to Measure 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 Statistical Methodologies 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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External Certifications

In tandem with this digital marketing program, participants will also complete the following three Google digital marketing 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.

Program Experience

Icon denoting World-Renowned Faculty

World-Renowned Faculty

Learn from accomplished faculty, and industry experts whose diverse backgrounds encompass a broad range of disciplines

Icon denoting Guest Speakers

Guest Speakers

Accomplished academics and experts offer unique perspectives and the opportunity to put learning into practice

Icon denoting Peer Interaction

Peer Interaction

Stimulating discussions with like-minded global peers expand your professional network and build a supportive community

Case Studies

Through exploratory sessions, examine practical examples and find innovative solutions to strategic challenges

Live Faculty Sessions

Get actionable insights in live online interactions with faculty who are recognized leaders in their fields

Engaging Assignments and Activities

Hone business acumen and executive skills with try-it activities that help you redefine your potential

Capstone Project

Engage in a multifaceted experience where you apply program learnings to a real-world case

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 real-world 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.

Past Participant Profile

Past participants of the Digital Marketing Intensive (Online) program come from diverse backgrounds, industries, and experiences.

Average years of work experience:

  • Less than 10 years: 47%
  • 10 to 14 years: 18%
  • 15 to 19 years: 13%
  • More than 20 years: 22%

Top industries:

  • Advertising
  • Banking and Financial Services
  • Consulting
  • Ecommerce
  • Education
  • Media

Top functions:

  • Consulting
  • Customer Support / Service
  • General Management
  • Marketing / Communications / PR
  • Sales and Business Development

Top countries:

  • United States
  • India
  • Canada
  • United Kingdom
  • United Arab Emirates
  • Mexico
  • Brazil

Note: Data from across previous cohorts

Career Preparation and Guidance

Maintaining a successful career in digital marketing requires a variety of skills, both hard and soft. This professional digital marketing certification 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.

  • 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 Adam Heimlich

Adam Heimlich

Cofounder of Chalic Custom Algorithms and Scientist

Adam Rivietz

Cofounder and Chief Strategy Officer, #paid

Christine Alemany

CEO, TBGA

Faculty Member Damian Bazadona

Damian Bazadona

Founder, Situation

Esohe Omoruyi

EVP, Consumer Marketing and Digital Commerce, Knoll

Jon Chang

Global Head of Shopping Growth, Klarna US Adjunct Faculty of Social Media and Web Analytics, New York University

Faculty Member Michael A. Cohen

Michael A. Cohen

Data Product Executive and Scientist

Faculty Member Obioma (Oby) Enyia

Obioma (Oby) Enyia

Brand Director of Consumer Marketing, Samsung Electronics

Faculty Member Tim Reis

Tim Reis

CEO, Act 3 LLC

Certificate

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

Certificate

Upon completion of the Digital Marketing Intensive (Online) program, you will receive a certificate of participation from Columbia Business School Executive Education. This certificate also awards two credits towards the Certificate in Business Excellence, which grants select alumni and tuition benefits. Learn More

Download Brochure

Your digitally verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, including all modules of the program (online, in person, or live online, inter-module). All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.

FAQs

  • How do I know whether this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow up with you.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page and in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.



    What are the requirements to earn a certificate?

    This is a graded program. You must complete a combination of individual assignments, quizzes, and a final project. Each component carries a certain number of points, and a cumulative score of 75 percent is required to pass and obtain your professional certificate.


    Will I be guaranteed a job upon completion of the program?

    The primary objective of this program is to give you the skills you need to be prepared for a job in this field. While eligible participants will receive career coaching and support and may receive introductions to our hiring partners, job placement is not guaranteed.

  • How much time will I be expected to devote to this program?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section and in the program brochure, which you can obtain by submitting the short form at the top of this web page.


    How will I spend my time in this program?

    You will divide your learning time between viewing recorded coding demos, and video lectures, contributing to class discussions, completing assignments, projects, and knowledge checks, and attending optional live sessions with industry experts and program leaders.


    How is the program administered? Can the program be accessed at any time?

    The program is accessed through the custom learning portal. This portal will give you access to all program-related content such as video lectures, assignments, and discussions. Live sessions will be conducted using a webinar tool.



    The video lectures and assignments are accessible weekly throughout the program. In the event you miss a live session, a recording will be made available.


    Do I need to attend live sessions every week?

    Faculty video lectures are recorded, allowing you to watch these on your own schedule. However, participation in optional live sessions and discussion boards is highly encouraged. Live sessions will give you the opportunity to draw on the coding experience of our industry-experienced program leaders to answer your questions and help reach your learning goals. The discussion boards are also an integral part of the learning experience, giving you and your peers the opportunity to learn together and receive guidance from the moderators.


    Can I download the program videos?

    You can download video transcripts, assignment templates, readings, etc. However, the video lectures are only available for streaming and require an internet connection.


    How do I interact with other program participants?

    You can communicate with other participants through our learning platform. You will be able to form groups based on your interests and location. A direct messaging feature is also available through the platform.


    What is it like to learn online with the learning collaborator, Emeritus?

    More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    All the contents of the program are made available to students at the commencement of the learning journey. However, to ensure the program delivers the desired learning outcomes, students may appoint Emeritus to manage the delivery of the program in a cohort-based manner, the cost of which is already included in the overall course fee of the course.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what is required before you enroll. This is referenced at the top of the program landing page under the Duration section and in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification of any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a digital certificate. The digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, résumé, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    This program certificate counts towards four credits to the Certificate in Business Excellence, which grants select alumni and tuition benefits.


    How long will I have access to the learning materials?

    You will have access to the learning platform and all program materials (videos excluded) for one full year following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What are the equipment or technical requirements for this program?

    To successfully complete this course/program(me) online, you must have access to a device meeting the minimum requirements, found here. In addition, Microsoft Office or similar product and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts in all programs. Technical programs might have additional tech requirements. Please check the learning platform on the first day of class.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet and video content is not available for download. You can download files of video transcripts, assignment templates, readings, etc. Video lectures must be streamed via the internet and webinars and small group sessions will require an internet connection.

  • What is the program fee for the program, and what forms of payment do you accept?

    • The program fee is shown at the top of this page and payment must be made in US dollars only.
    • Flexible payment options, group enrollment benefits, and referral bonus are available.
    • Tuition assistance may be available for participants who qualify. Please contact your program advisor to discuss.

    What if I don’t have a credit card? Is there another mode of payment accepted?

    Yes, you can do the bank remittance in USD via wire transfer. Please contact your program advisor for more details.


    Is there an option to make flexible payments for this program?

    Yes, flexible payment options are available for this program. We partner with loan providers to offer you flexible and transparent loan options. More information about loan financing is available here. Installment payments are also available; you can find the options here.


    Does the program fee include taxes? Are there any additional fees?

    Yes, the program fee is inclusive of any taxes with the exception of GST for Singapore residents.


    Who will be collecting the payment for the program?

    Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.

  • What is the program refund and deferral policy?

    For the program refund and deferral policy, please click the here.

Financing Options

We offer flexible and transparent payment options through our partners—Climb Credit and Sallie Mae. Schedule a call with a Program Advisor to learn more.

US Residents

Climb Credit

Immediate repayment, interest-only repayment, and deferred payment options available. Click here to know more.

Sallie Mae*

Fixed repayment, interest-only repayment, and deferred payment options available. Click here to know more.
*At the time of loan application, please select 'Student, Career training school' when prompted.

Flexible Payment Options For All

Monthly payments as low as US$1,166. Click here to learn more.

You can opt for any one of the financing options to cover up to the full cost of the program tuition. If you are considering financing your program through one of our partners, the enrollment process can only be completed with the assistance of your program advisor.

*Due to processing time, the loan application should be submitted no later than four business days prior to the enrollment deadline.

    What is Sallie Mae?

    Sallie Mae is one of the largest private student loan lenders in the industry.

    What is the process to apply for a loan?

    Once you’ve applied for your program, you can then apply for a loan with Sallie Mae. When approved, you’ll choose your interest rate and your repayment option and sign the loan documents. The lender will send the tuition directly to your school.

    How long will it take until I get a decision?

    You can receive a credit result is as few as 15 minutes.

    Do I need a cosigner?

    If you don’t have a credit history, you will need a cosigner for your loan. A cosigner can be a parent, relative, or any other creditworthy individual. Their good credit history may help you get a loan.

    If my applications is accepted, am I committed to using the financing?

    After your loan is approved, you are required to sign the loan terms. Your loan is not confirmed without this signature. You have the right to cancel your private student loan as described in the Final Loan Disclosure before funds are disbursed to your school.

    What are the terms of the loan?

    You can choose between fixed and variable interest for your loan. You can also choose one of three repayment options: Deferred Repayment, Fixed Repayment, and Interest Repayment.

    When does loan payback begin?

    You can make your first payment about one month after your program starts (fixed repayment or interest repayment) or six months after your program ends (deferred repayment).

    How long will I be making payments?

    Most loans have a 10-year standard repayment. When you apply for the loan, you will be given more information on the repayment plan.

    How do I find out how much my monthly payment is?

    You can find your monthly payment on the Monthly Payment Calculator here.

    Are there any circumstances that would allow me to put my loan payments on hold?

    Delinquency occurs when you fail to pay all or part of your monthly student loan payment. You could be eligible for a student loan deferment, which would allow you to temporarily reduce or postpone payments on your student loans in special circumstances.

    Can I pay off my loan early?

    There is no penalty for paying your loan off early or paying extra throughout the life of your loan. You have the flexibility to make early payments of fully pay off your loan without prepayment fees.

    What is Climb Credit?

    Climb Credit is a new kind of student lender.

    Climb believes education is an investment and should be treated that way — we partner with schools offering career-focused education, and then provide accessible and affordable loans to attend these schools.

    What is the process to apply for a loan?

    Simply type your school's name into the search bar after clicking "Apply now" to find a link to the application page. From there, you'll be able to complete our short online application.

    You may also have received a link to apply for a Climb loan from your school’s admissions team, or you can find the link on your school’s website or Climb's website. Apply using your laptop, tablet, or phone.

    You'll want to make sure you fill out an application for the specific school and program you'll be attending. We link our loans to each course, so your school will know you've been approved for a loan with us and that we'll be sending your tuition to them.

    How long will it take until I get a decision?

    On average, 4:01 minutes — and just applying will not impact your credit score. We know that your time is valuable, so we’ve kept our application as short as possible.

    Do I need a cosigner?

    No. Climb only fund loans for students who are attending the program. The program attendee should always be the primary borrower on the application.

    During your application, you will have the option to add a co-borrower. If you have a co-borrower with a better credit score that you, adding them to your loan application can potentially help you get approved and/or receive a lower interest rate offer.

    If my applications is accepted, am I committed to using the financing?

    No. Applying for Climb financing is free and comes and carries no commitment until you accept and finalize the loan. The initial application will not affect your credit score, and you are free to decline your loan offer if you change your mind about financing.

    What are the terms of the loan?

    To view the equation used to calculate your interest and monthly payments, check out this article HERE!

    When does loan payback begin?

    Depending on your program, we may offer loans with either an initial interest-only period while in class and for a few months after, a full deferral period while in class and for a few months after, or immediate full repayment.

    For loans with an interest-only period or immediate full repayment, your first payment is due one month after your loan is funded.

    How long will I be making payments?

    Climb's standard loan tenor is 36 months, but you can pay any time before that, as there is no pre-payment penalty. You can repay your 3-year loan in 3 years or in 1 day.

    Climb's goal is to make sure that your monthly payments stay low and affordable, which is why we give you the option to choose your term length when you apply.

    Master’s students can choose between a 2-year or a 3-year repayment term.

    Doctoral students can choose between a 4-year or a 5-year repayment term.

    How do I find out how much my monthly payment is?

    This amount is mentioned in your loan agreement.

    Are there any circumstances that would allow me to put my loan payments on hold?

    In order not to fall behind on your Climb loan payments, you can request a deferral of payments on your loan. A deferment will allow you to temporarily reduce your monthly loan payment amount.

    Can I pay off my loan early?

    Absolutely! You can pre-pay your loan, in whole or in part, at any time with no penalties.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 819 0407 (US) / +44 114 697 4549 (UK) / +65 3138 8515 (SG)

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Flexible payment options available. Learn more.