Digital Marketing B8679 is an elective course for MBA and EMBA students at Columbia Business School. Digital Marketing B8679 prerequisites.
Digital Marketing B8679 provides students with a good foundation for digital marketing by teaching various digital marketing concepts, techniques and tools. These digital marketing concepts, techniques and tools will outlive technologies and change implementation procedures according to the marketing department at Columbia University. Digital Marketing B8679 is offered by the Marketing Department of Columbia Business School as part of the Media & Technology Center.
Our graduate-level MBA statistics tutors provide one-on-one online tutoring for Digital Marketing B8679 and other marketing courses that are quantitative in nature at Columbia Business School.
Target Audience Digital Marketing B8679
Digital Marketing B8679 is highly recommended for anyone interested in online marketing. Although Digital Marketing B8679 is an elective, it is highly recommended for all MBA students as almost every industry is impacted by the digital world.
Digital Marketing B8679 Course Objectives
The Digital Marketing B8679 course aims to give Columbia MBAs a graduate-level introduction to digital marketing. As the University website says, “Digital marketing has become an essential component of any firm’s marketing strategy, but managers are still grappling with this medium, which is continuously evolving as well.” Digital Marketing B8679 aims to fix this problem.
According to Prof. Kinshuk Jerath, Arthur F Burns Marketing Professor of Free and Competitive Enterprise, Digital Marketing B8679 will give students “a solid understanding of digital marketing topics, and the knowledge to navigate (and “cut through the hyperbole” in) this yet-evolving industry. They will also learn to qualitatively and quantitatively evaluate marketing impact. Many of the learnings will be applicable beyond digital marketing.”
Students of Digital Marketing B8679 will work on a marketing project that involves an in-depth study of display advertising, search advertising, and social media marketing in a real-world company. This study is done at the tactical and strategic levels.
Digital Marketing B8679 also introduces students to the study of outcomes and effectiveness measurement methods, as well as campaign evaluation metrics, in digital marketing.
Digital Marketing B8679 Teaching Format
The Digital Marketing B8679 course teaching format is mostly lecture-based, supplemented with case studies, real-world examples, and problem sets. In addition to the lecture slides, students are provided with a lot of supplementary reading including academic papers on concepts learned in Digital Marketing B8679.
A big part of the learning is from real-world analyses of real-world companies’ digital marketing, done in student groups. The Digital Marketing B8679 course also has a number of industry speakers, making it more valuable and very current.
Digital Marketing B8679 Course Plan
A typical course plan looks like the following in the Digital Marketing B8679 course at Columbia Business School: Please note that every professor has the discretion to change the course plan.
- Setting up simple campaigns
- Display Advertising: Industry structure and economics; Measuring impact; Randomized Experiments
- The Growing Culture of Marketing Experimentation
- Search Advertising: Sponsored search;
- Search engine optimization; Evaluation metrics (General Data Protection Regulation (GDPR))
- Attribution
- Social Media Marketing: User engagement on social networks; Social advertising
- Attribution Modeling
- Social Media Marketing: Online word-ofmouth; Influencer marketing;
- Viral marketing
- Mobile Marketing
- Basics of Influencers
- Advertising Budget Allocation: Marginal returns within media; Interactions across media
- Company Analysis Presentations
Remember that all faculty have discretion to change course content as they deem fit.
Digital Marketing B8679 Faculty At Columbia Business School
Digital Marketing B8679 is taught by Columbia faculty members Kinshuk Jerath and Dante Donati.
Textbook for Digital Marketing B8679
Currently, there is no prescribed textbook for the Digital Marketing B8679 course at Columbia Business School.
Digital Marketing B8679 Evaluation
Given that Digital Marketing B8679 is application-oriented, there is no final exam to test your understanding of the digital marketing material covered throughout the course. Instead, grades come from class participation and the application of Digital Marketing in projects.
The final grades in Digital Marketing B8679 assign markets with two group assignments given at 50%, class participation including discussions and class surveys at 30%, and the final project which is the Company analysis project at 20% of the final grade.
Tutoring for B8679 Digital Marketing
There are several tutoring options provided by the Columbia Business School administration that we have listed here. If you don’t find the assistance you are looking for our statistics tutors provide tutoring for Digital Marketing B8679 at Columbia Business School. Email or call us, and we will happily set up a tutoring session.