Comprehensive course analysis
Who should attend
The “Digital Marketing” program is designed for general managers, marketing directors and professionals who seek a deeper understanding of digital marketing. In an engaging learning format, you will boost your ability to plan, implement and measure digital strategies that resonate with your customer base, integrate with your global marketing mix and support your overall corporate objectives.
About the course
The world of marketing is undergoing a major transformation. The current economic climate is putting added pressure on brands, now working with smaller advertising budgets. At the same time, digitalization has sparked a powerful ripple effect that impacts everything: channels, media outlets, services and, needless to say, purchasing processes.
This paradigm shift has given rise to new competition tools, leaving many senior leaders to question whether they sufficiently understand them and possess the know-how to leverage their power.
- Learn how to develop a solid digital marketing strategy.
- Discover the latest digital marketing tools to attract clients and build your brand.
- Debate and discuss digitalization opportunities in your company with other top-caliber professionals.
The “Digital Marketing” program is structured around the following topics:
Define Your Digital Marketing Strategy
An overview of the core elements when defining a digital marketing strategy: strategic digital marketing plan, market presence, traffic generation, CRM and analytics.
Digital Marketing to Attract Clients and Foster Customer Loyalty
The role of digital media to attract new clients, including the digitalization of the sales process, the importance of SEM and display, and analysis of marketing metrics and allocation models.
Digital Marketing to Build Your Brand
Strategies to reinforce your brand using digital communication tools like branded content and video advertising; an overview of 360-degree campaigns; how to manage tensions when allocating marketing budgets; key digital metrics; and the difficulties when measuring advertising ROI.
Communication and Digital Reputation
Insights to manage the paradigm shift from mass marketing to personalized brand-client interactions. An in-depth discussion on the benefits of social networks to monitor online sentiment; the rise of influencers and their role as brand prescribers; strategies to enhance brand reputation; and crisis management.
Digital Marketing Trends
Review of the core digital drivers that will transform the future of marketing, as well as reading recommendations for further exploration.
The program leverages a wide range of highly dynamic and interactive teaching methodologies, including group discussions, class lectures, exercises, the case study method and a computer simulation, all aimed to hone your skills as an agent of change. This combination of teaching methods has been strategically designed to magnify the learning impact.
The live online edition is 5 weeks.
Areas of Interest Social media Digital marketing Sales management Customer management and CRM Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA at IESE, and a B.A. in Economics (Universidad Comp...
He graduated in Economics at the UAM (University of Madrid) and holds an MBA from IESE. His professional experience started as an internship at Bain & Co. but soon went on to Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. He has been involved with digital since ...
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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.