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About the course

Today’s digital consumers seek and create more content via the mobile internet than ever before. Learn how to understand consumer behavior online and capitalize on the new opportunities that digital media present.

Elevate your perspective with our three-day Digital Marketing for Executives program. Cultivate a way of thinking that will give you the foundational acumen and ongoing agility to evolve with the ever-shifting digital landscape. In this program, you will gain an invaluable understanding of consumer behaviors across all digital platforms and demonstrate how data analytics can give you decision-making confidence in digital marketing.

By attending this program, you will:

  • Learn how to leverage the digital and social media landscape to grow value in your customer relationships and increase your return on marketing investments.
  • Gain an understanding of new behaviors associated with the generation of digital natives.
  • Get perspective on the multitude of ways consumers are engaging in digital, including content, search, advertising, apps, games, social media, geolocation, and omnichannel experiences.
  • Learn best practices for managing brand reputations through user-generated content (UGC), including blogs, ratings, reviews, and recommendations.
  • Discover opportunities for reducing marketing costs by leveraging earned social media and transforming consumers into brand advocates.
  • Learn how to make informed decisions across all digital platforms by using data to guide your overall marketing strategy.

PROGRAM OUTLINE

Models and Frameworks

  • Digital marketing: engaging with a new consumer generation

The new customer journey and buyer decision-making process

  • 3C framework for digital and social media marketing
  • Slotting metrics into the framework

Content Marketing - B2B and B2C

  • The paid-owned-earned media (POEM) digital model
  • Digital content creation, curation, and publishing
  • Overall content marketing strategy
  • Measuring success: content metrics

Understanding Search Marketing

  • How search engines work
  • Search engine optimization (SEO) and paid search advertising

Data-driven Marketing

  • Leveraging online data to guide overall marketing strategy
  • What we know about the effects of digital marketing

Mobile Marketing

  • Mobile advertising and app marketing
  • Driving engagement: immersion and contextual relevance
  • Mobile marketing metrics

Social Media Marketing

  • Using social media listening to gather insights
  • Creating and managing user-generated content
  • Building a social media marketing strategy around shareable content
  • Fostering advocacy and loyalty through social media

Location-Based Marketing

  • Geolocation in the digital context—leveraging mobile geolocation
  • Hyperlocal digital offers and promotions—value to merchant and ROI

Omnichannel Marketing

  • Understanding the omnichannel buyer
  • Merging digital (online and mobile) with physical (local and in-store)
  • Showrooming and webrooming

Group Exercise

  • Devising an actionable digital marketing strategy

Program Wrap-Up

  • Summary and take-aways

Who should attend

This program will benefit:

  • Mid- to senior-level executives responsible for developing marketing strategies in B2B and B2C companies.
  • Marketing, product development, technology, operations, or strategic planning executives who want to broaden their digital marketing expertise.
  • Executives who develop or lead digital marketing initiatives for client companies.

Trust the experts

Pradeep Chintagunta

Pradeep K Chintagunta is interested in empirically studying consumer, agent and firm behavior. He has studied packaged goods, pharmaceutical, technology and online markets to answer questions related to pricing, advertising and channels of distribution. More recently, he has started working in “d...

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Lil Mohan

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing, he covers several topics including Digital, Social Media, M-Commerce, Omni-Channel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successfu...

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Digital Marketing for Executives - Chicago Booth

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