Program Overview

AI-Driven Marketing Strategy: Leveraging New Technologies to Cultivate Enduring Customer Relationships

Overview

In the dynamic world of digital marketing, rapid innovation is reshaping consumer engagement. The integration of cutting-edge technologies like generative AI and Customer Data Platforms (CDPs) is transforming the landscape, presenting unparalleled opportunities for personalized customer engagement through AI-driven marketing strategies.

The AI-Driven Marketing Strategy is a four-day executive education program that focuses on how the new marketing ecosystem works, how to effectively integrate the latest technological innovations, and how to build marketing strategies that are coherent and adaptable.

Key Benefits

With Columbia Business School’s AI-Driven Marketing Strategy program, participants will:

• Acquire an integrative Digital Marketing strategy framework
• Explore the vast Digital Marketing landscape beyond singular generative AI tools
• Seamlessly align growth strategies with the Digital Marketing functions
• Effectively measure outcomes and allocate budgets
• Learn from faculty who are world leaders in their field and at the forefront of AI-driven digital marketing strategy
• Build a network of peers from different sectors, cultures, and countries who can provide diverse perspectives and insights

Participant Profile

• C-suite executives including CMOs and VPs involved with marketing, marketing strategy, customer relationship management, and long-term growth
• Leaders in charge of data and knowledge management including brand managers, product managers, and CTOs
• Focused team members involved in growth initiatives (e.g., growth hacking teams)

Program Structure

• Four days in-person at our Manhattanville Campus (NYC)
• Gain the key knowledge and frameworks needed to create AI-driven digital marketing strategies for now and in the future that leverage digital marketing tools for customer relationship management and growth goals, including:
  • Understanding the new media landscape
  • The evolving role of technology and the impact of artificial intelligence
  • Building AI-driven digital marketing and customer relationship management strategies that balance complementary objectives, like long-term branding and short-term sales, while achieving high incremental ROI
  • Customer management tools for acquisition, retention, and development
  • Creating a consistent plan that integrates the breadth of available tools, allows the inclusion of upcoming ones, and allocates the right budgets to each

Program Content

• Customer Acquisition, Retention, and Development in a New Technological Environment
• Explore the evolving media landscape reshaped by generative AI and the MarTech industry
• Take an in-depth look at the Acquisition, Retention, and Development (ARD) Framework, adapting marketing strategies within new regulatory contexts
• Gain insights into the latest trends, including cookie deprecation and privacy changes, enhance understanding of consumer decision-making, and discover how to leverage Customer Data Platforms (CDPs) and AI for effective customer retention and development, including:
  • Learning the Customer Acquisition, Retention, Development (ARD) Framework
  • Get a deeper understanding of the new media landscape
  • Explore the recent years’ emerging trends: generative AI, MarTech, cookie deprecation and new privacy rules
  • Building a decision funnel for your customers
  • Understand which marketing actions to focus on through Customer Lifetime Value (CLV) sensitivity analysis
  • Explore Retention and Development Technologies with CDPs and AI

Faculty Directors

• Miklos Sarvary: Carson Family Professor of Business, Co-Faculty Director, Media and Technology Program, Vice Dean for Executive Education
• Kinshuk Jerath: Arthur F. Burns Professor of Free and Competitive Enterprise, Chair of the Marketing Division

Earn a Certificate

Upon completion of this program, you will earn four credits towards a Certificate with select alumni and tuition benefits.

FAQ

• Assignments: There will be some assignments to complete after the end of select program sessions. Assignments will typically consist of readings, self-reflections, and brief assessments.
• Certification: The Certificate in Business Excellence does not expire. Once you become a certificate recipient, you will join the greater alumni community at Columbia Business School.
• Preferred Pricing and Tuition Benefits for Alumni: When you earn a Certificate in Business Excellence, you will receive a 25 percent tuition benefit for full-price Executive Education in-person programs lasting three and four days and all full-price online programs. Exclusions apply.