POSTGRADUATE DIPLOMA IN

DIGITAL BUSINESS

In collaboration with
OVERVIEW

average growth in digital

marketing salaries between
19% 2016 & 2017
Source - American Marketing Association
The digital age has
arrived, disrupting every
business and every
industry. Business
leaders, digital
strategists, and
executives across the
globe are gearing up to higher net profit

8.5%
lead their organizations margins achieved by
through this enterprises in the top
transformation. Yet IT third of digital
priorities too often customer experience
prevail where Source - MIT Center for
Information Systems
customer-centricity and Research (CISR)
customer experience
(CX) should be the
catalysts that spark
digital innovation.
total U.S ad spending estimated
51.3% to be represented by digital in
2021
Source - eMarketer
IMPACT

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:

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

PROGRAM FACULTY

DAVID ROGERS
Faculty at Columbia Business School

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
executives at hundreds of companies in 64 countries and is the founder of the BRITE
(brands, innovation, and technology) conference.

GEOFFREY PARKER
Director, Master of Engineering Management Program,
Dartmouth College. Professor of Engineering, Thayer School
of Engineering, Dartmouth College

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.
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.

MURALI DHARAN
Founder & CEO, EmpowerIS

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.

ELISE KOROLEV
Partner - Strategy, Leadership and Innovation at Digital Works Group

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.

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.

PROGRAM HIGHLIGHTS

310 29
Video Lectures Assignments

8 24
Case Studies Discussions

2 1
Simulations Capstone Project

10 Live Online Teaching Sessions

The program includes live Q&A with David Rogers,

Faculty of Executive Education, Columbia Business School
CURRICULUM

The core focus of the program is to aid students in innovating strategies and business models
to adapt and streamline their operations in this thriving age of ecommerce & digitalization.

The Postgraduate Diploma in Digital Business covers four core modules of digitization:

• Digital Strategies for Business: Leading the Next-Generation Enterprise

• Digital Transformation: Platform Strategies for Success
• Digital Marketing: Customer Engagement, Social Media, Planning & Analytics
• Capstone Project

1. FIVE DOMAINS OF DIGITAL TRANSFORMATION:

UNDERSTANDING THE DRIVERS THAT IMPACT
DIGITAL STRATEGIES
• 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

INDUSTRY EXAMPLES

How is Walmart using customer How Apple became one of the Why did car manufacturers bid
behavior research to rethink its most viable public companies in for Nokia's mapping business
in-store mobile app? the world. dataset?
2. DIGITAL BUSINESS MODELS: EXECUTING
A DIGITAL TRANSFORMATION
• Mastering Disruptive Business Models
• Surviving Disruption: Six Incumbent Responses to a Disruptive Challenger
• Leadership and the Customer Value Imperative

INDUSTRY EXAMPLES

How Netflix disrupted the movie How Google split Apple's

industry. disruptive business model.

3. THE PLATFORM BUSINESS MODEL: LEADING

DIGITAL INNOVATIONS
• 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

INDUSTRY EXAMPLES

To what extent should Intuit pursue Was it wise for Brightcove to What kinds of conflicts are likely to
platform strategies for QuickBooks—its launch as a four-sided platform? emerge in the SAP ecosystem?
small business accounting software?
4. DIGITAL MARKETING STRATEGY: DRIVING
CUSTOMER ENGAGEMENT
• 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

INDUSTRY EXAMPLES

How Coca-Cola Australia saw a 7 Did you know that the Doritos Super
Bullying your customers doesn’t
percent increase in sales by Bowl ads are made by consumers?
work. Skoda learned this the hard
creating a personalized experience And that these ads are the firm's most
way.
around the brand. talked about and most effective?

5. CAPSTONE PROJECT
LEARN WITH SIMULATIONS

1. SEARCH ENGINE MARKETING

(SEM) SIMULATION

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 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.
2. SOCIAL MEDIA SIMULATION

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.
KEY FRAMEWORKS AND TOOLS

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
CERTIFICATE

Upon successful completion of the program, you will be awarded a certificate by EMERITUS,
in collaboration with Columbia Business School Executive Education & MIT Sloan.

EMERITUS INSTITUTE OF MANAGEMENT HEREBY CERTIFIES THAT

YOUR NAME

HAS ATTENDED AND SUCCESSFULLY COMPLETED THE

POSTGRADUATE DIPLOMA IN DIGITAL BUSINESS

2019-2020

Bob Halperin Ashley Chiampo

Academic Director Learning Director
EMERITUS EMERITUS

In collaboration with:
WHY GET YOUR DIPLOM A
AT EMERIT US

Get a global business Learn from Build a

education world-class faculty global network

Graduate with a diploma Work on real-world Accelerate your career

while working projects
PARTICIPANT
PROFILE

WHY THIS PROGRAM IS FOR YOU?

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

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.
PAST PARTICIPANTS PROFILE

COUNTRIES
India 17%
South Africa 9%
Singapore 8%
United States 8%
UAE 6%
Germany 4%
Hong Kong 3%
Brazil 3%
Switzerland 3%
Indonesia 3%
Others 36%
Others include - Canada, Australia, Mexico, UK, France,
Spain, Japan, China, Sweden etc.

INDUSTRIES
IT Services 15%
Banking & Financial 14%
Consulting 11%
Healthcare 6%
Telecommunications 6%
FMCG 5%
IT Products 5%
Retail 4%
Others 34%

WORK EXPERIENCE
5-10 Years 16%
11-15 Years 23%
16-20 Years 33%
21-25 Years 15%
>26 Years 13%
PAST PARTICIPANTS
PROFILE
ADMISSION & FEES

APPLICATION REQUIREMENTS
Applicants will be required to submit:

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
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
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

DURATION
9 Months

PROGRAM FEE
USD 3,000 (payable in 2 equal installments)
Application Fee: (Non-Refundable) USD 50
Note: GST is payable only for students resident in Singapore
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”.

Byte-sized Simulations, games, Real-world

learning & role plays application

Peer-to-peer learning Mobile app

& feedback learning

Cohort based Grading

& evaluation
BENEFITS TO
THE LEARNER

Deepen Your Intellectual Capital Manage Your Brand Capital

World-class curriculum & teaching by A global business education on your

faculty from MIT Sloan and Columbia resume
Business School Executive Education
Top 10 percent of the class receive
Peer-to-peer interaction Learning their diploma as “Global IVY Scholars”
Circles, virtual classroom discussions,
and project reviews

Selective entrance criterion ensures

you learn with the best

Enhance Your Social Capital Enhance Your Career Capital

Make new, life-long connections with Learn while you earn

experienced business people from a
wide variety of cultures, industries Get noticed. Get ahead.
and backgrounds
Understand how to manage your
Inclusion in the EMERITUS Network career and personal brand

Invitations to EMERITUS Network events

globally including career panels, CXO
speaker series, and industry interactions
EMERITUS NETWORK

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

30,000+ 120+ 21+

PARTICIPANTS COUNTRIES PROGRAMS
 www.emeritus.org

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.

Disclaimer: The information provided is accurate at the time of printing and is subject to change.
EMERITUS reserves the right to make changes without prior notice.

© Copyright 2019 EMERITUS. All Rights Reserved.

EMERITUS | Council for Private Registration No. 201510637C | Period: 29 March 2018 — 28 March 2022