Your Course of Study
The curriculum is designed to tackle the critical issues facing organizations that seek to harness the power of digital marketing. Through classroom discussions, real-world case studies, team-based activities, and web-based tools, you will focus on two key and interrelated disciplines: skill building and strategy development.
In this carefully structured leadership training program, you will:
Acquire the Knowledge and Skills to Enhance Interactive Marketing Efforts
- Explore the use of highly personalized media channels, such as mobile marketing
- Understand how new channels can strengthen your ability to engage, listen, and respond
- Examine how other countries are successfully using new media
- Address privacy and security concerns, including managing personal information
- Evaluate the impact of direct access regulations and anti-spam policies
- Gain an understanding of your customers' media habits and behavior
- Review self-service information technology tools to implement new digital programs
- Evaluate how customers derive value from the Internet's wide array of options
- Assess the impact of revolutionary digital media devices on traditional content delivery
- Analyze industry's best practices across a range of new media applications
- Evaluate the future of paid search techniques and frequent shopper programs
Develop Measurable and Actionable Digital Marketing and Web Branding Strategies
- Integrate new capabilities into your existing marketing plan
- Utilize data profiling to refine your marketing approach and messaging
- Track and measure the return on investment for new media strategies
- Develop a holistic, multichannel approach that blends online and offline activities
- Utilize social networks to build your company's brand
- Measure the value of your customers
- Evaluate and control user-generated content
- Build your brand via an array of online channels
- Devise strategies that address challenges related to consumer "blocking"
- Build your brand via a broad range of online channels
- Review the skill sets required for developing and implementing new media initiatives
- Connect consumers to real-world brands via online communities and interfaces
- Assess the changing role and value of lists
- Use real-time research to refine your marketing efforts
- Avoid costly, business-damaging mistakes
"I came to the program to get the HBS faculty's perspective on the current state and evolution of digital marketing. Not only did I come away with a deeper global understanding, but I also learned how participants from other regions approach the same challenges. Now I'm better able to develop media and communication opportunities for our clients, and business opportunities for our company."
Winnie Chan [Managing Partner, Business Development–North Asia], MediaCom, China