Marketing in the Digital Era
- Dates: 20–25 AUG 2023
- Format: In-Person Learning takes place on the HBS campus or a designated location.
- Location: HBS Campus
- Fee: $14,500

"Digital technology has changed how customers search, buy, and interact with businesses."
Case method research enables a framework to emerge and then be taken into the classroom.
Case method research enables a framework to emerge and then be taken into the classroom.
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
DetailsExpand AllCollapse 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
Thrive 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 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 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 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
Answering Your Questions
Application Submission
Application Review
Fee, Payment, and Cancellations
Answering Your Questions
Application Submission
Application Review
Fee, Payment, and Cancellations
What You Will Learn
Through a rich combination of case discussions, faculty presentations, and small group debates, you will explore the latest concepts and tools of digital and strategic marketing as well as best practices that will drive success. Examining the challenges and opportunities a business faces during different stages of its life cycle—launch, growth, and maturity—you will expand your repertoire of strategic marketing approaches you can apply in any industry to help your business thrive in today’s fast-moving markets.
Participants should expect to spend at least 9-12 hours on self-paced case preparation prior to attending the program. Case materials will be made available approximately two weeks prior to program start.
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What You Will Learn
-
Through a rich combination of case discussions, faculty presentations, and small group debates, you will explore the latest concepts and tools of digital and strategic marketing as well as best practices that will drive success. Examining the challenges and opportunities a business faces during different stages of its life cycle—launch, growth, and maturity—you will expand your repertoire of strategic marketing approaches you can apply in any industry to help your business thrive in today’s fast-moving markets.
Participants should expect to spend at least 9-12 hours on self-paced case preparation prior to attending the program. Case materials will be made available approximately two weeks prior to program start.
Key TopicsExpand AllCollapse All
Marketing disruptionMarketing disruption
- Analyzing the rise of direct-to-consumer brands
- Understanding shifts in marketing processes
- Thriving in the midst of disruption
- Responding to the increasing emphasis on ROI
Value proposition and product-market fitValue proposition and product-market fit
- Developing a compelling value proposition
- Assessing product-market fit
- Identifying target segments and aligning your product to customer needs
- Navigating competitive markets
Performance marketingPerformance marketing
- Understanding and implementing performance marketing
- Employing state-of-the-art digital marketing techniques
- Leveraging social influencers
- Managing customer acquisition, retention, and monetization
- Analyzing and competing on the customer journey
Integrated marketing programsIntegrated marketing programs
- Designing products and services that deliver meaningful customer value
- Developing effective go-to-market and pricing strategies
- Creating an omnichannel strategy
Growth strategiesGrowth strategies
- Growing by expanding your customer base
- Growing through product expansion
- Growing by redefining business scope
Managing brandsManaging brands
- Designing an innovative brand strategy
- Evolving the marketing of legacy brands
- Managing your brand portfolio
- Scaling a brand
- Building a brand activism strategy
Redefining strategy for the digital worldRedefining strategy for the digital world
- Understanding emerging business models
- Engaging with the new rules of competition
- Building an ecosystem for your business
Mastering marketing managementMastering marketing management
- Creating a strategic marketing plan
- Anticipating and adapting to change
- Understanding ethical and legal issues
Marketing disruption
- Analyzing the rise of direct-to-consumer brands
- Understanding shifts in marketing processes
- Thriving in the midst of disruption
- Responding to the increasing emphasis on ROI
Value proposition and product-market fit
- Developing a compelling value proposition
- Assessing product-market fit
- Identifying target segments and aligning your product to customer needs
- Navigating competitive markets
Performance marketing
- Understanding and implementing performance marketing
- Employing state-of-the-art digital marketing techniques
- Leveraging social influencers
- Managing customer acquisition, retention, and monetization
- Analyzing and competing on the customer journey
Integrated marketing programs
- Designing products and services that deliver meaningful customer value
- Developing effective go-to-market and pricing strategies
- Creating an omnichannel strategy
Growth strategies
- Growing by expanding your customer base
- Growing through product expansion
- Growing by redefining business scope
Managing brands
- Designing an innovative brand strategy
- Evolving the marketing of legacy brands
- Managing your brand portfolio
- Scaling a brand
- Building a brand activism strategy
Redefining strategy for the digital world
- Understanding emerging business models
- Engaging with the new rules of competition
- Building an ecosystem for your business
Mastering marketing management
- Creating a strategic marketing plan
- Anticipating and adapting to change
- Understanding ethical and legal issues
The HBS Advantage
Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe.
Jakurski Family Associate Professor of Business Administration
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The HBS Advantage
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Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe.
Faculty CochairsFacultyJakurski Family Associate Professor of Business Administration
HBS Unit:Marketing
Your Peers Expand Your Learning
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Your Peers Expand Your Learning
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Global PerspectiveExperience the world in your classroomGlobal PerspectiveExperience the world in your classroom4%Africa17%Asia Pacific16%Europe16%Latin America4%Middle East43%North America4%Africa17%Asia Pacific16%Europe16%Latin America4%Middle East43%North AmericaTop Industries RepresentedInsights from a range of industries ignite your thinking.Insights from a range of industries ignite your thinking.28%High Technology15%Manufacturing9%Consumer Products7%Financial7%Health Care4%Professional Services2%Agriculture2%CommunicationsTop Industries RepresentedInsights from a range of industries ignite your thinking.28%High Technology15%Manufacturing9%Consumer Products7%Financial7%Health Care4%Professional Services2%Agriculture2%CommunicationsExperienceExperienceYears WorkedYears WorkedExperienceYears WorkedLess than 10 yearsLess than 10 years10-14 years10-14 years15-19 years15-19 years20-24 years20-24 years25-29 years25-29 years30-34 years30-34 years35-39 years35-39 years40 or more40 or moreLess than 10 yearsLess than 10 years10-14 years10-14 years15-19 years15-19 years20-24 years20-24 years25-29 years25-29 years30-34 years30-34 years35-39 years35-39 years40 or more40 or more
