Digital Marketing and Digital Transformation Courses

David Rogers, a member of the faculty at Columbia Business School, is a globally-recognized leader on digital business strategy, known for his pioneering model of customer networks and his work on digital transformation. He is the author of four books, including the best selling “The Digital Transformation Playbook: Rethink Your Business for the Digital Age”. The Digital Strategies for Business course is for any manager or business owner interested in learning how to implement a digital transformation initiative or leverage digital innovations to gain competitive advantage, 

This is our second course with David Rogers of Columbia University. In this course, David explains how to rethink your company’s relationship with its customers. The course is built around a five-phase strategy framework of access, engage, customize, connect, and collaborate which address how the new digital company can leverage the networked customer for better insights, increased sales, and new product development.  

McCormick Foundation Professor of Technology, Mohan Sawhney, takes course participants through a five stage learning journey that blends digital marketing strategy with advances in digital technology. The five stages cover discovering customer insights, understanding customer behavior, engaging with customers, executing a marketing plan, and optimizing your plan. Mohan introduces the latest innovations in marketing including AI applications, marketing automation and agile marketing. 

There’s a digital revolution underway. To stay ahead, today’s leaders need a thorough understanding of the rapid—and sometimes radical—developments that are shaping this transformation. In this 6-week program, you’ll learn about the five biggest technologies that are shifting the economic landscape—blockchain, artificial intelligence, cloud computing, Internet of Things, and cybersecurity—and acquire the strategies you need to respond to the latest developments. 

Berkeley Haas Professors, Zsolt Katona, Thomas Lee, and Sameer Srivastava, lead participants through an 8-week learning journey that starts with identifying opportunities for digital transformation and progresses through the business analytics needed to support the transformation and concludes with the cultural/leadership and legal considerations that are required to ensure success.   

Decisions about cybersecurity have implications throughout your organization—not only for technology-focused teams but for every team. Sophisticated phishing schemes, ransomware attacks, and data breaches are on the rise, and their level of complexity is increasing. Therefore, all employees have a role to play in keeping their organization secure. This program helps professionals across industries think strategically about cybersecurity from a management perspective.

Professor Geoffrey Parker, who co-developed the theory of two-sided markets with Marshall Van Alstyne, provides an in-depth look into why platform businesses are so scalable and successful. The course covers building two-sided markets, scaling them, and the regulatory and governance issues that need to be addressed when launching such a business. 

Every business has the potential to turn data into a revenue-producing asset. This program provides managers and leaders with an understanding of how analytics can help drive their strategic decisions. With the concepts, methods, and tools from this program, you will be able to identify insights, make predictions, and prescribe actions that will help you optimize your marketing, operations, and hiring efforts.

The program covers the three core pillars of analytics: Descriptive analytics, Predictive analytics, and Prescriptive analytics. Highly regarded from the Wharton School introduce the concepts, their own research as well as hosting live webinars to interact with participants. 

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