Delivering Value Through Digital

Melbourne Business School

Melbourne Business School

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Who should attend

Marketing executives and consultants

  • Have some data fluency but need to hone their analytics-based thinking
  • Lack data fluency and need to gain this knowledge

Non-marketing executives and consultants

  • Whose roles interface with marketing and need to better understand the latest thinking around digital marketing and analytics

About the course

Deepen your knowledge of digital marketing and analytics with a program co-designed by the University of Oxford.

Get more out of digital marketing and analytics with a program based on research from the world's best business schools. The Delivering Value Through Digital course is underpinned by research from the Future of Marketing Initiative at the University of Oxford's Said Business School, as well as Melbourne Business School's Centre for Business Analytics.

Featuring industry speakers and real-world case studies, you'll learn the core principles and latest thinking on digital marketing – as well as how to turn theory into results.

Key Takeaways

Develop and measure your digital marketing strategy

  • Develop a digital marketing strategy for your organisation
  • Accurately measure the effect of your digital marketing strategy

Manage your marketing in a digital environment

  • Incorporate privacy concerns related to digital data within your strategy
  • Prioritise and optimise marketing actions in an increasingly digital environment

Plan for growth

  • Develop digital assets, and plan for growth leveraging those assets

Topics Covered

Digital marketing foundations and risks

Learn core principles of digital marketing, including privacy, ethics, security and new ways of thinking

Analytics for understanding customers

Understand how to leverage digital to gain data-driven insights and apply them to customer related decisions

Reaching influencing and engaging customers

Recognise the power of using analytics and data-driven advertising through programmatic and social media avenues

Causality and experimentation

Gain a deeper understanding of the interpretation of data and the future of digital marketing and analytics

Experts

Andrew Stephen

Professor Andrew Stephen is one of the world’s leading academic marketing experts, with a particular emphasis on issues that lie at the intersection of marketing and technology, such as how, when, and why marketers should use new digital media channels. He was recently ranked as one of the top-25...

Ujwal Kayande

Ujwal Kayande is the Associate Dean (Academic) and Professor of Marketing at Melbourne Business School. He is also Founding Director of the Centre for Business Analytics. He teaches marketing strategy and analytics on the MBA, Master of Business Analytics and Executive Education programs. Ujwal i...

Videos and materials

Delivering Value Through Digital at Melbourne Business School

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.