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Wharton School of Business

Digital Marketing Strategies for the Digital Economy

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Succeed in the Digital Economy with Digital Marketing Strategies

Next dates

Jun 10—13
4 days
Philadelphia, Pennsylvania, United States
USD 9100
USD 2275 per day
Dec 3—6
4 days
Philadelphia, Pennsylvania, United States
USD 9100
USD 2275 per day

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Description

The marketing playbook has been rewritten. As consumers and businesses alike buy products and services differently, the skills and tools you need to reach them are continuously evolving. This new playbook presents both a challenge and an exciting opportunity.

Digital Marketing Strategies for the Digital Economy explores the latest emerging commerce and social media technologies, helping you understand and embrace current disruptive innovations in marketing. We focus first on the fundamentals of digital marketing — the behaviors we aim to shape — and then on strategies and tactics required. Our faculty will distill this knowledge into actionable strategies you can start using immediately to engage your customers and gain substantial returns.

Digital Marketing Program Highlights & Benefits

  • Explore the fast-paced evolution of marketing strategy
  • Examine emerging trends and discover how they can be incorporated into existing marketing strategies
  • Acquire a road map for navigating the digital terrain to engage your customers
  • Gain a deeper understanding of the possibilities for digital technologies to transform your marketing’s execution

Experience & Impact

In this program, you will examine the evolution of digital marketing, including changes in both the customer/consumer decision journey and how customers are interacting with both businesses and each other. You will then begin exploring at what point on the decision journey it makes sense for you to interact. With that understanding, the right channel will be evident. It is a reversal of the common practice of choosing a channel — whether it’s on social media, email, or blogs, for example — and then using it to try to reach your customer.

You will gain insight into today’s greatest marketing challenges: how to offer a cohesive experience both online and offline, and how to create content that authentically engages your customers, who, in turn, will create their own content that drives the next generation of customers. Additionally, you will have a tremendous opportunity to interact with Wharton’s top marketing faculty, as well as expert, world-class marketing practitioners who will share share their expertise and real-world experience.

The program will leave you with a new proficiency and understanding of the digital economy — and you’ll return to your workplace equipped with the marketing knowledge and practical applications you need to initiate successful digital marketing that directly affects consumer behavior.

Session topics include:

  • New Business Models in the Digital Economy
  • Reputation and Reviews: Online Advertising
  • Emotions and Digital Advertising
  • Personality Targeting in a Digital World
  • Digital Analytics
  • Digital Contagion: Making Products and Ideas Catch On
  • Navigating Digital Disruption: Innovation Management in the Digital Economy

Who should attend

Digital Marketing Strategies for the Digital Economy is for marketing executives and non-marketers alike who need a deeper understanding of how digital marketing can effectively target customers and activate buying behavior. It is designed to help executives advance their abilities to develop, plan, and execute marketing strategy within the digital economy.

This program will be particularly beneficial to executives in legacy or traditional industries and companies born before the advent of the digital economy, such as those in pharmaceuticals, financial services, retail, consumer packaged goods, manufacturing, and heavy industry, that need to find effective ways to market their goods and services online.

Executives in marketing roles as well as entrepreneurs and start-up founders who are seeking to integrate their business into the digital economy will gain a better understanding of the digital marketing space and hone their e-commerce and social media proficiencies. Additionally, for executives who work in companies or organizations that have not yet made a strong commitment to or investment in digital marketing but wish to do so, this program will provide an excellent immersion in the relevant marketing tools and tactics that are deployed in effective digital marketing campaigns.

Job titles may include Director, VP, SVP, Managing Director, CMO, and related executive titles in the following roles:

  • Web strategy or online strategy development
  • Marketing, new media, digital marketing
  • Content strategy, content development
  • Online marketing
  • Social media

Experts

Professor Bell is an expert in consumer shopping behavior. His current research focuses on theories and explanations for geographic variation in the performance of Internet retail startups. Startups studied include Bonobos.com, Diapers.com, and WarbyParker.com. Recent articles explain the effect ...
Jonah is the James G. Campbell Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. He is the author of the New York Times bestseller Contagious: Why Things Catch On, and has published dozens of articles in top-tier academic journals. Popular accounts of his w...
Kartik Hosanagar is a Professor at The Wharton School of the University of Pennsylvania. Kartik's research work focuses on the digital economy, in particular Internet media, Internet marketing and e-commerce. Kartik has been recognized as one of the world's top 40 business professors under 40. H...

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