As customers spend more of their time on the digital medium, to engage them, companies are focusing more of their efforts on digital marketing. At the same time, the field of digital marketing itself is evolving and changing rapidly. This program is targeted to address the challenges that face today’s digital marketers: they need to understand and keep track of effective digital marketing strategies while at the same time also have a clear picture of what digital techniques to use where & when.
Students taking this course will
Obtain the necessary knowledge to help them keep pace with and stay ahead of the changing digital eco-system
Gain an understanding of the consumer behaviors associated with the digital generation, particularly Gen X, Gen Y, and Millennials
Learn how to make informed decisions regarding digital marketing across all multiple channels and guide the overall marketing strategy by using an overall framework
Find new ways to economize on marketing costs by leveraging social media and transforming customers into brand advocates
Engaging with a new consumer generation. The 3C Framework - how to Connect, Convert, & Continuously Engage with digital consumers
Content marketing - what it is and how to build a content strategy
Search marketing - and optimizing content for search
Harnessing Social Media for listening, sharing, content creation and advocacy
Location based marketing
A combination of lecture sessions and in-class discussions centered around very current real world case studies in digital marketing. Discussions will dive into concepts, frameworks, strategy and implementation.
Middle and Senior level managers with 8-15 years of experience in public, private and not-for-profit governmental organizations and multinational Managers/Executives that are in charge of creating and implementing digital marketing strategies and initiatives in their respective companies Executives/owners of SMEs