Marketing in the Digital Era
"Digital technology has changed how customers search, buy, and interact with businesses."
"Digital technology has changed how customers search, buy, and interact with businesses."
Summary
Digital technologies are transforming the potential and practice of marketing—as companies have become more agile, data-driven, and ROI-focused. Whether you are a marketing executive or a general manager, this program will take you deep into essential marketing principles and strategies that will enable you to build and sustain a leading edge in your marketing and your business. You will emerge with the advanced skills to generate more value for customers and more business growth by developing an integrated marketing strategy that blends proven marketing paradigms with the latest innovations.
This program is eligible for the Digital Transformation Certificate. Learn More
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Summary
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Digital technologies are transforming the potential and practice of marketing—as companies have become more agile, data-driven, and ROI-focused. Whether you are a marketing executive or a general manager, this program will take you deep into essential marketing principles and strategies that will enable you to build and sustain a leading edge in your marketing and your business. You will emerge with the advanced skills to generate more value for customers and more business growth by developing an integrated marketing strategy that blends proven marketing paradigms with the latest innovations.
This program is eligible for the Digital Transformation Certificate. Learn More
DetailsCollapse All
Thrive in the era of digital marketing and digital business modelsThrive in the era of digital marketing and digital business models
- Understand the playbook of direct-to-consumer (DTC) brands
- Know how to respond to the threat of new DTC entrants
- Assess ROI for your marketing spend
- Balance performance and brand marketing
Drive integrated, customer-centric marketing strategiesDrive integrated, customer-centric marketing strategies
- Effectively analyze markets, customer needs, and buying behaviors
- Determine strengths and weaknesses of competitors and substitutes
- Identify business shifts related to technological, regulatory, and customer change
- Assess the economic impact and viability of social media and digital business strategies
Ensure marketing activities contribute to company successEnsure marketing activities contribute to company success
- Align marketing strategies with your business objectives
- Fine-tune brand management strategies
- Make strategic tradeoffs with a thorough understanding of the marketing implications
- Assess the performance of your marketing function, including talent, programs, and infrastructure
- Synchronize marketing activities across your organization to create and capture more value
Expand your personal and professional networkExpand your personal and professional network
- Extend your network by connecting and working with accomplished executives from various backgrounds, industries, and countries across the globe
- Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions
Who Should Attend
- Senior marketing executives in any industry who want to learn established and emerging best practices and improve planning and implementation skills
- General managers and entrepreneurs who are responsible for business growth
- CEOs and other senior leaders who manage large marketing budgets for their organizations
Program for Leadership Development participants earn 5 PLDA Points on completion of this program.
- Senior marketing executives in any industry who want to learn established and emerging best practices and improve planning and implementation skills
- General managers and entrepreneurs who are responsible for business growth
- CEOs and other senior leaders who manage large marketing budgets for their organizations
Program for Leadership Development participants earn 5 PLDA Points on completion of this program.
Learning and Living at HBS
When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.
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Learning and Living at HBS
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When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.
Admissions Criteria and Process
"Digital technology has changed how customers search, buy, and interact with businesses."