Driving Digital Strategies
Your Course of Study
This digital marketing course has been carefully designed to cover four key themes: rethinking customers and industries; designing social and digital strategy; implementing digital and social strategies; and developing organizational capabilities.
This program provides a fundamental analysis of how to think about your customers and industry differently, and a framework to help you design digital and social strategies.
Rethinking Customers and Industries
Addressing social needs
Traditional thinking says that customer needs are focused around unmet economic needs—food, shelter, clothing, transportation—but the social revolution has also highlighted customers' unmet social needs. What are these unmet social needs, and how can you design a strategy to address them?
Building ecosystems and new business models
In the digital environment, the competitive advantage comes from building a comprehensive ecosystem that redefines your industry and your competition. You will assess how digital technology is transforming industries and ecosystems and how it affects your business strategy, your economics, and your organization's value chain.
Designing Social and Digital Strategy
Developing social and digital strategies
Companies that deploy successful social and digital strategies address customers' social needs and get customers to perform work on their behalf. By studying real-world examples from American Express, Nike, and Harvard Business Review, you will evaluate how companies satisfy customer social needs, reduce customer acquisition and retention costs, and lower production costs.
Moving consumers to the online world
Developing digital and social strategy often requires integrating offline and online operations and successfully migrating consumers to the online world. How do you make the transition from offline to online? What are the product, pricing, and economic implications? What new capabilities are required to successfully make this transition?
Implementing Digital and Social Strategies
Shifting marketing from traditional to digital
Google, Facebook, YouTube, and mobile apps have changed the way we search for information, connect with people, and get entertained. They have also dramatically transformed the way firms connect with consumers and build brands. You will examine the role of social media, outbound marketing, and inbound marketing in your overall strategy. You will assess the effectiveness of marketing, allocate marketing resources across different channels, and evaluate how mobile platforms are likely to transform marketing in the future.
Developing Organizational Capabilities
Identifying what you need to make the transition happen
Concluding the program will be an examination of the organizational processes that are necessary for successfully implementing social and digital strategies. Featuring case discussions and a dynamic industry/faculty panel discussion, this final day will provide a framework for addressing the digital and social strategy challenges within your own business and industry.