Marketing in the Digital Era
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.
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
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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 TopicsCollapse 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
Case method research enables a framework to emerge and then be taken into the classroom.