Digital Marketing Strategies: Data, Automation, ai & Analytics

Kellogg School of Management

Kellogg School of Management

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.

Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Business Communication

Today communication skills are more important than they ever have been. In order to get success in contemporary and such a complex, global, technologi...

Read more about Digital Transformation

Digital transformation is the process of adopting and utilizing state-of-the-art technologies in order to boost business activity, improve safety, and...

Read more about Information Technology

Information technology is at the heart of any process connected to utilizing computers and communication systems. It is a quite broad term that is use...

Reviews

Comprehensive course analysis

Unbiased reviews from past participants
Global companies alumni of this course worked for
Positions of participants who took this course
Countries where most past participants are from
FREE
Individual needs analysis

Who should attend

  • Business managers responsible for marketing decisions, organizational growth and/or innovation
  • Product managers
  • Marketing strategists
  • Individuals tasked with deepening customer engagement and increasing revenue
  • Anyone interested in learning more about customer insight, segmentation, behavioral marketing, content strategy, agile marketing and automation

About the course

Mastering modern marketing practices

The proliferation of new technologies such as mobile, cloud computing and artificial intelligence have transformed customer behavior and disrupted marketplaces. As a result, marketing practices must also evolve. Marketing in a digital world is much more than marketing through digital channels; it's about harnessing automation to make marketing practices more productive and agile, mining new sources of customer data to create personalized communications, and leveraging analytics and artificial intelligence (AI) to optimize marketing activities.

In this 8-week online program by Kellogg School of Management Executive Education, led by Professor Mohanbir Sawhney – a globally-recognized scholar, educator and author – you’ll gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization and AI applications. Most participants can expect to dedicate 4-6 hours per week to watching the lectures, participating in discussions and completing exercises.

Key Benefits

  • Go beyond traditional marketing practices and understand the digital world your customers inhabit
  • Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors
  • Discover how to evolve your marketing by incorporating data, analytics and optimization techniques for improved decision-making
  • Learn from other companies that are using new marketing technologies to inform their marketing and gain organizational efficiencies

Program Content

Module 1: A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 2: Understanding Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 3: Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 4: The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 5: Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 6: Accelerating Marketing Execution through Agile Marketing

Learn how to market better, faster, and stronger for organizations big and small.

  • Always-On Marketing
  • Moving from Conventional to Agile Marketing
  • Implementing and Scaling Agile Marketing

Module 7: Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase.

  • Marketing Mix Modeling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimization
  • Marketing Experimentation Process

Module 8: Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)
  • Capstone Project: Uber Case Study

Experts

Mohanbir Sawhney

Prof. Sawhney is a globally recognized scholar, teacher, consultant and speaker in business innovation, modern marketing and Artificial Intelligence applications in business. Prof. Sawhney has written seven management books as well as dozens of influential articles in leading academic journals a...

Videos and materials

Digital Marketing Strategies: Data, Automation, ai & Analytics at Kellogg School of Management

From  $2,600
Add coaching to your course booking

Coaching can personalize and deepen learning for you and your organization.


Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.

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.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Business Communication

During the courses, you will explore various communication strategies developed by experts in psychology, experienced enterprises, and professors of leading universities. Throughout the Business Communication courses, you also will be faced with an o...

Read more about Digital Transformation

When it comes to imposing digital frameworks and technologies, whether you’re trying to optimize particular units or the entire organization, you need to minimize the collateral damage in order to have a greater effect. However, it's not always that ...

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

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.