This document provides an overview of the Postgraduate Diploma in Digital Business program offered by Emeritus Institute of Management in collaboration with Columbia Business School Executive Education and MIT Sloan. The program is aimed at helping participants design digital strategies and evaluate business models to grow their organizations in the digital age. It covers key domains like digital transformation, digital business models, digital marketing strategy, and platform business models. The 9-month program involves video lectures, case studies, simulations, and a capstone project. It is taught by faculty from top institutions and industry experts, and provides a certificate upon completion.
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
