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About the course
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 adapt the best tried-and-tested marketing concepts to today's disruptive environment, and discover which digital tools will enable you to thrive.
You'll leave with smart strategies to optimize your brand strategy both online AND offline.
- 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
Explore new marketing concepts in real-life contexts
Five days at IMD
During your time on campus, you discuss new 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.
- Discover "outside-in"/customer-centric approaches to digitalization
- Rethink your product strategy in the age of platforms
- Build your brand strategy through digital communications
- Rediscover the customer experience and journey
- Get to grips with customer search practices, analytics and social media metrics
- Digital pricing: how to capture more value digitally
Join IMD’s professional alumni network
Once you complete an IMD program, you join IMD’s alumni network, an outstanding global community of global business leaders who will support you long-term.
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. This program is not suited for executives working in digital native organizations.
Trust the experts
Mikolaj Jan Piskorski
Mikołaj Jan Piskorski, who often goes by the name Misiek, is a Professor of Strategy and Innovation at IMD. He is an expert on why and how people use various online social platforms across the world, and how firms can successfully leverage social platforms to build social strategies. He applies m...
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, t...
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 is the author of LEAP: How to Thrive in a World Where Everything Can Be Copied, LEGO professor of management and innovation at the prestigious IMD Business School in Switzerland, and director of IMD’s signature Advanced Management Program (AMP), a three-week executive course. He deliver...
Digital & Technology Transformation programs at IMD business school
Master the skills of online-offline marketing with our Digital Marketing Strategies program