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- 1. POSTGRADUATE DIPLOMA IN DIGITAL BUSINESS In collaboration with
- 2. The digital age has arrived, disrupting every business and every industry. Business leaders, digital strategists, and executives across the globe are gearing up to lead their organizations through this transformation. Yet IT priorities too often prevail where customer-centricity and customer experience (CX) should be the catalysts that spark digital innovation. Source - MIT Center for Information Systems Research (CISR) 8.5% higher net profit margins achieved by enterprises in the top third of digital customer experience Source - eMarketer 51.3% total U.S ad spending estimated to be represented by digital in 2021 Source - American Marketing Association 19% average growth in digital marketing salaries between 2016 & 2017 OVERVIEW
- 3. Our Postgraduate Diploma in Digital Business is aimed to help you design strategies and evaluate business models that grow your organization in this thriving age of digitalization. As part of the program, you explore and learn from real-world case studies such as Google, Netflix, Intuit, SAP, and many more. Boost your Digital Quotient and lead your organization from being part of the herd that merely engages in digital to a remarkable, innovative enterprise. We have designed this program around five keys for success in the digital economy: IMPACT Understanding of the foundation and tools for digital marketing & strategy Identifying what makes customers click & stick Understanding and evaluating digital business models Harnessing big data as a strategic asset Embracing innovation and experimentation
- 4. PROGRAM FACULTY David Rogers advises global companies such as Google, GE, Toyota, Visa, China Eastern Airlines, Kohler, and Macmillan on digital strategy. He has led strategic workshops for execu- tives at hundreds of companies in 64 countries and is the founder of the BRITE (brands, innovation, and technology) conference. DAVID ROGERS Faculty at Columbia Business School Geoffrey Parker is a Professor of Engineering and Director for the Masters of Engineering Management Program at Dartmouth's Thayer School of Engineering. MIT's Initiative on the Digital Economy. His work focuses on distributed innovation, energy markets, and the economics of information. GEOFFREY PARKER Director, Master of Engineering Management Program, Dartmouth College. Professor of Engineering, Thayer School of Engineering, Dartmouth College
- 5. COURSE LEADERS In addition to the faculty video lectures from Professor David Rogers & Professor Geoffrey Parker, participants will learn from Course Leaders. They are experts in their domain & aim at shaping the participants’ experience, stimulate learning, and provide subject matter expertise in real-time. Elise is a partner at Digital Works, in the Strategy and Leadership practice. She focuses on helping businesses embrace digital for better business outcomes. Elise has worked in marketing strategy roles mainly in the telecom and financial services industries. Clients include BT, orange, Symbian, Visa, Mastercard, GL-education, Geoswift, Nestle, Motorola. She has a particularly interest in using analytics to drive fact-based decisions across market, talent management and operational issues. Elise is a mentor of various start-ups, focusing on agile product, commercial and technical delivery, and enjoys coaching people to success and connecting ideas and skills. Recent projects have included business development and growth strategy roles for startups in MarTech and EdTech. ELISE KOROLEV Partner - Strategy, Leadership and Innovation at Digital Works Group Murali Dharan offers insightful Business/Digital Strategies, Leadership & actionable Market & Competitive Intelligence based on solid Research, deep Analysis and an exceptional network of key contacts. He specializes in markets of Australia, India and Asia. Murali has transformed businesses with Digital Strategy & Enterprise Architecture (TOGAF9.2) & Agile. MURALI DHARAN Founder & CEO, EmpowerIS INDUSTRY EXPERTS In addition to the course leaders, industry experts from the digital world share their knowledge and experience through periodic guest lectures. *Course Leaders are subject to change.
- 6. PROGRAM HIGHLIGHTS Video Lectures 310 Case Studies 8 Simulations 2 Capstone Project 1 Discussions 24 Assignments 29 10 Live Online Teaching Sessions The program includes live Q&A with David Rogers, Faculty of Executive Education, Columbia Business School
- 7. The core focus of the program is to aid you in innovating strategies and business models to adapt and streamline your operations in this thriving age of ecommerce & digitalization. The program covers 4 quintessential requisites for digitalization: CURRICULUM The Five Domains of Digital Transformation - A Holistic Framework From Mass Marketing to Customer Networks and New Path to Purchase Five Core Behaviors of Customers in the Digital World Platform Overview Coopetition, Dis/intermediation, and Asymmetric Competitors Building Data as a Strategic Asset for Your Business Big Data at Work: New Data, New Tools, and Templates of Value Innovation Through Experimentation: AB Test and Minimum Viable Products Translating the Lean Startup to Large-Scale Innovative Enterprise Adapting Your Value Proposition 1. FIVE DOMAINS OF DIGITAL TRANSFORMATION: UNDERSTANDING THE DRIVERS THAT IMPACT DIGITAL STRATEGIES Mastering Disruptive Business Models Surviving Disruption: Six Incumbent Responses to a Disruptive Challenger Leadership and the Customer Value Imperative 2. DIGITAL BUSINESS MODELS: EXECUTING A DIGITAL TRANSFORMATION How is Walmart using customer behavior research to rethink its in-store mobile app? How Apple became one of the most viable public companies in the world. Why did car manufacturers bid for Nokia's mapping business dataset? How Google split Apple's disruptive business model.How Netflix disrupted the movie industry. INDUSTRY EXAMPLES INDUSTRY EXAMPLES
- 8. INDUSTRY EXAMPLES INDUSTRY EXAMPLES The Five-Step Process of Planning and Executing Your Digital Marketing Strategy (Overview) + Access Strategy Engage Strategy Customize Strategy Connect Strategy Collaborate Strategy Digital Advertising Mix–Key Channels and Principles Best Practices from Brands on Social Networks Lessons From Brand Failures in Social Media Making Digital Matter–Metrics, ROI, and Agile Modelling Organizational Challenges of Digital Marketing Six Faces of the Near Future of Marketing 3. THE PLATFORM BUSINESS MODEL: LEADING DIGITAL INNOVATIONS 4. DIGITAL MARKETING STRATEGY: DRIVING CUSTOMER ENGAGEMENT Digital Transformation: From Products to Platforms, Network Effects Digital Transformation Concepts: Markets, Environment, and Structure Designing your Digital Business Model for Success Launching and Growing a Digital Platform Leveraging Open Innovation Strategy and Competition in the Digital Age Governing your Digital Platform To what extent should Intuit pursue platform strategies for QuickBooks—its small business accounting software? Was it wise for Brightcove to launch as a four-sided platform? What kinds of conflicts are likely to emerge in the SAP ecosystem? How Coca-Cola Australia saw a 7 percent increase in sales by creating a personalized experience around the brand. Did you know that the Doritos Super Bowl ads are made by consumers? And that these ads are the firm's most talked about and most effective? Bullying your customers doesn’t work. Skoda learned this the hard way.
- 9. The SEM simulation will give you the opportunity to run an advertising campaign with a limited budget, improve your SEM efforts, optimize your landing pages, master the art of email campaigns, and identify key performance indicators to successfully launch your digital strategy: LEARN WITH SIMULATIONS 1. SEARCH ENGINE MARKETING (SEM) SIMULATION Learn to write targeted ads: Learn and test different promotional strategies to create compelling advertisements through organized advertising groups and campaigns to help increase conversions. Perform strategic keyword research: Evaluate keywords and learn to recognize different market segments and buyer intent by keywords. The keyword research dashboard uses data from Google® Keyword Planner Tool, which brings this simulation to life. Create high-converting landing pages: Learn landing-page effectiveness while striving to increase optimal performance. Learn how to quickly create keyword-targeted landing pages to drive web traffic. Identify how to measure key performance indicators: Improve your Search Engine Marketing (SEM) efforts by identifying which key performance indicators to measure and improve. Master e-mail marketing: Learn how to write copy for effective campaigns by getting familiar with the vocabulary and metrics of a successful email campaign.
- 10. The Social Media Simulation will provide you exposure to social media marketing by mimicking the real-world advertising buying experience of Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube: Learn to perform demographic targeting: Identify and analyze which types of content on which platforms resonate better in different demographics. Identify social media content promotion strategies: Learn different promotion strategies such as earned, owned, and paid social media marketing. Learn to improve reach by analyzing various forms of media and different targeting strategies. Maximize your advertising budget: Learn how to manage your social media marketing budget to place competitive bids that drive clicks, shares, likes and comments. Learn the art of content scheduling: Analyze data points to post your social media content at optimal times. 2. SOCIAL MEDIA SIMULATION
- 11. Five-step process of planning and executing a digital marketing strategy: A structured approach to devising digital marketing strategies Five principles of Agile Marketing Modeling: An approach to measure digital marketing success Four Data Value Templates: Tools to tackle unstructured data Platform Business Model Map and Competitive Value Train Tool: Tools to analyze the shifting dynamics of competition Value Proposition Roadmap: A tool to adapt and re-imagine your business strategy Convergent and Divergent Experimental Methods: Tools to drive innovation Disruptive Business Model and Disruptive Response Planner: A tool to analyze a specific disruptive threat and identify an appropriate response KEY FRAMEWORKS AND TOOLS
- 12. Upon successful completion of the program, you will be awarded a certificate by EMERITUS Institute of Management, in collaboration with Columbia Business School Executive Education & MIT Sloan. EMERITUS INSTITUTE OF MANAGEMENT HEREBY CERTIFIES THAT HAS ATTENDED AND SUCCESSFULLY COMPLETED THE In collaboration with: Bob Halperin Academic Director EMERITUS Ashley Chiampo Learning Director EMERITUS POSTGRADUATE DIPLOMA IN DIGITAL BUSINESS JOANE LEE 2019-2020 CERTIFICATE
- 13. WHY GET YOUR DIPLOMA AT EMERITUS Get a global business education Graduate with a diploma while working Work on real-world projects Accelerate your career Learn from world-class faculty Build a global network
- 14. Our participants demonstrate the following qualities: Leadership initiative - going beyond their defined scope of work An ability to “make things happen”; strong execution skills A visionary with desire to shape the future Multicultural experience and sensitivity Ambitious and passionate learner At least three years of professional experience PARTICIPANT PROFILE WHY THIS PROGRAM IS FOR YOU? Past Digital Program Participant Industries Include: E-Commerce Information Technology, Management Consulting, Consumer Markets, Media & Entertainment, Retail, Financial Services, Telecommunications, Startups, Banking, Healthcare, Tourism & Hospitality Management, Insurance, Real Estate, Aviation, and Automobiles to name a few.
- 15. PAST PARTICIPANTS PROFILE COUNTRIES 17% 9% 8% 8% 6% 4% 3% 3% 3% 3% 36% India South Africa Singapore United States UAE Germany Hong Kong Brazil Switzerland Indonesia Others Others include - Canada, Australia, Mexico, UK, France, Spain, Japan, China, Sweden etc. INDUSTRIES 15% 14% 11% 6% 6% 5% 5% 4% 34% IT Services Banking & Financial Consulting Healthcare Telecommunications FMCG IT Products Retail Others WORK EXPERIENCE 16% 23% 33% 15% 13% 5-10 Years 11-15 Years 16-20 Years 21-25 Years >26 Years
- 17. A completed Application Form A current resume Proof of diploma/degree in any field of study (Highest qualification should be submitted) All candidates who have received their bachelor’s or other degree or diploma from an education institution where English is NOT the primary language of instruction are required to demonstrate English language proficiency through ANY ONE of the following methods APPLICATION REQUIREMENTS 9 Months DURATION USD 3,000 (payable in 2 equal installments) Application Fee: (Non-Refundable) USD 50 Note: GST is payable only for students resident in Singapore PROGRAM FEE Obtain a TOEFL minimum score of 550 for the paper based test or its equivalent Obtain an IELTS minimum score of 6.0 Obtain a Pearson Versant Test minimum score of 59 Obtain a Certificate of Completion for a Certificate course offered by the EMERITUS Institute of Management Submit a document which shows that the candidate has, for the last 24 months or more, worked in ANY ONE of these countries: Antigua and Barbuda, Australia, The Bahamas, Barbados, Belize, Canada, Dominica, Grenada, Guyana, India, Ireland, Jamaica, New Zealand, Singapore, South Africa, St Kitts and Nevis, St Lucia, St Vincent and the Grenadines, Trinidad and Tobago, United Kingdom, United States of America ADMISSION & FEES Applicants will be required to submit:
- 18. Byte-sized learning Simulations, games, & role plays Grading & evaluation Peer-to-peer learning & feedback Mobile app learning Real-world application Cohort based A GLOBALLY CONNECTED CLASSROOM At our founding academic institutions, peer-to-peer learning and application are integral to a student’s experience. At EMERITUS we have replicated this approach in our “Globally Connected Classroom.” While the course frameworks are delivered using interactive video lectures, two-thirds of the learning time is devoted to application of these concepts in collaborative, student teams - which we call “Learning Circles”.
- 19. Deepen Your Intellectual Capital Enhance Your Social Capital Manage Your Brand Capital Enhance Your Career Capital World-class curriculum & teaching by faculty from MIT Sloan and Columbia Business School Executive Education Peer-to-peer interaction Learning Circles, virtual classroom discussions, and project reviews Selective entrance criterion ensures you learn with the best A global business education on your resume Top 10 percent of the class receive their diploma as “Global IVY Scholars” Make new, life-long connections with experienced business people from a wide variety of cultures, industries and backgrounds Inclusion in the EMERITUS Network Invitations to EMERITUS Network events globally including career panels, CXO speaker series, and industry interactions Learn while you earn Get noticed. Get ahead. Understand how to manage your career and personal brand BENEFITS TO THE LEARNER
- 20. On successful completion of this program, join a community of learners on the EMERITUS Network. The EMERITUS Network is your platform to connect to a global network of individuals. Benefits of the EMERITUS Network include: Tuition assistance Global network that includes over 400 CEOs, presidents, vice presidents, directors, founders, and managing directors Invitations to global events Start-up Corner to help connect, collaborate, raise capital, invest, or identify talent Extended course access Access to EMERITUS groups 10,000+ 110+ 21+ PARTICIPANTS COUNTRIES PROGRAMS EMERITUS NETWORK
- 21. www.emeritus.org © Copyright 2019 EMERITUS Institute of Management. All Rights Reserved. EMERITUS Institute of Management | Council for Private Registration No. 201510637C | Period: 29 March 2018 — 28 March 2022 Disclaimer: The information provided is accurate at the time of printing and is subject to change. EMERITUS Institute of Management reserves the right to make changes without prior notice. ® Global IVY is a registered trademark. E-mail: [email protected] We attempt to respond to queries in 24 hours or less. However, over weekends and holidays, our responses may take up to 72 hours.