Digital Marketing Strategies

IMD Executive Education

IMD Executive Education

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Who should attend

You are a senior or mid-level manager with strategic, marketing or commercial responsibilities in a firm that serves end-consumers, retailers, industrial buyers, governments, NGOs or other stakeholders. You have at least 10 years of work experience, and now need to strengthen your marketing skills in the digital landscape.

Your class is individually put together through a selection process to ensure that you experience the most impactful learning with a truly diverse group of global peers. Your class will become a trusted resource, encourage your learning journey and surprise you in many unanticipated beneficial ways both during and beyond your classroom experience.

About the course

  • Let timeless marketing fundamentals guide your decision-making, online and offline
  • Understand how digitalization changes customer decision-making and what this means for your brand
  • Become familiar with emerging business models and new approaches to market strategy
  • Master new technologies to connect with your customers

Digital marketing strategies: get closer to your customers!

Are you feeling overwhelmed by the explosion of digital platforms and channels? Are you unsure how to best navigate this new environment to engage even more successfully with your customers?

Are you wondering whether the old rules of marketing are dead or whether they still apply in the digital age?

Digital Marketing Strategies (DMS) helps you learn how to create, capture and deliver value in a digital world.

You'll leave with smart strategies to optimize your brand strategy both online AND offline.

Explore new digital marketing concepts in real-life context

During your time on campus, you discuss new digital marketing concepts and frameworks with IMD faculty, external guest speakers and your peers. Explore their applicability in real-life contexts through interactive group exercises and simulations. You also learn from the successes and failures of large and small companies (both B2B and B2C) striving to flourish in the digital era. All these experiences will inspire you as you rethink your approach to marketing.

Program themes

  • Understand customer-centricity in the digital age
  • Ensure marketing is bringing the customer value on their journey vs focusing on supplier value
  • Transform your offering, market access and purchase process to optimise the customer experience
  • Capture value from digital products and services
  • Measure digital marketing ROI
  • Understand customer-centricity in the digital age
  • Learn how to balance traditional and social media
  • Design an omnichannel experience

Agenda

  • Digital Marketing – Pathways to Create New Value
  • Engaging customers and delivering ‘wow’ experiences
  • How Digital Enables Deep Customer Centricity
  • Using IOT to Craft New Value Propositions
  • Individual coaching session and assignments check
  • Building brands and communities in the digital space
  • Agile marketing and measuring effectiveness
  • Individual coaching session and assignments check
  • Value capture (pricing) in the digital space
  • Agile Marketing and Marketing effectiveness

Experts

Mikolaj Jan Piskorski

Mikołaj Jan Piskorski, who often goes by the name Misiek, is a Professor of Strategy and Innovation and the Dean of IMD Southeast Asia and Oceania. Professor Piskorski is an expert on digital strategy, platform strategy, and the process of digital business transformation. He works with companies ...

Stefan Michel

Professor Michel's major research interests are in customer-focused marketing strategy, service innovation and pricing. At IMD, he is the Dean of our Executive MBA program and the faculty representative at the IMD foundation board. He teaches in the Executive MBA, Strategic Marketing Program, th...

Goutam Challagalla

Goutam Challagalla is Professor of Marketing and Strategy at IMD. He previously served as Area Coordinator of Marketing, Associate Dean for Executive Education, and marketing area PhD coordinator at Georgia Tech in Atlanta for 21 years. Professor Challagalla also worked as Principal at The Monito...

Howard Yu

Howard Yu is the LEGO® Professor of Management and Innovation as well as the director of IMD's signature program, Advanced Management Program (AMP). He is the author of the award-winning book LEAP: How to Thrive in a World Where Everything Can Be Copied. In 2015, Professor Yu was selected by Po...

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Digital Marketing Strategies at IMD Executive Education

From  CHF 9 900$11,079

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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.

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