In this course, we will focus on developing a comprehensive understanding of digital marketing by exploring concepts and tools that will remain relevant despite the rapid changes in specific technologies and implementation procedures.
DurationDigital marketing has become indispensable to any firm's marketing strategy, but managers continue to face challenges in this constantly evolving medium.
In this course, we will focus on developing a comprehensive understanding of digital marketing by exploring concepts and tools that will remain relevant despite the rapid changes in specific technologies and implementation procedures.
We will delve into the intricacies of display advertising, search advertising, and social media marketing, examining both tactical and strategic aspects.
A significant portion of the course will explore outcome and effectiveness measurement methods and campaign evaluation metrics, enabling students to make data-driven decisions and optimize their digital marketing efforts. In addition to the core topics, we will address critical issues such as AI, mobile marketing, media planning, privacy concerns, and digital ad fraud.
By the end of the course, students will have gained a well-rounded understanding of digital marketing and be equipped with the knowledge and skills necessary to navigate the dynamic digital landscape effectively.
Pursue Your Career Interests
Whether you are just thinking about what you’ll take in school, already majoring in business, or starting on your professional path, this program helps you discover the business area that’s right for you. You will experience Ivy League faculty through one of the nation’s top business schools and the top ranked global MBA program according to Financial Times. At the center of world commerce, we offer a faculty of leaders renowned in their fields.
You will acquire the tools you need for your future from expert practitioners. All programs are 100 percent online, allowing you to study at your own pace. You’ll be guided by mentors and collaborate with motivated peers from around the globe. You will also complete a final project and receive a certificate of participation from Columbia Business School.
How You Will Benefit
Online programs are available throughout the year — pick a subject that fits your passion and your schedule
Experience what it’s like to take a program designed by Columbia Business School faculty
Flexible learning: lectures by professors are delivered through dynamic videos, so you can tune in whenever your schedule allows — the ultimate in flexibility
Work with mentors who can support you and answer questions as you deepen your learning experience
Earn a certificate of participation from Columbia Business School
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