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Haas School of Business

Digital Marketing Transformation Strategy

World-Famous Instructors
Moonshots and the Importance of Taking Risks | UC Berkeley Executive Education
Sep 30—Oct 2, 2019
3 days
Berkeley, California, United States
USD 4900
USD 1633 per day

How it works


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The digital age brings new challenges to marketers. Those challenges include shifting attention away from incrementally improving their existing portfolio of product, customer service, and branding initiatives, towards finding new, latent, invisible needs that represent an opportunity for the firm to reframe customer value and establish the firm’s future relevance and uniqueness.

In this 3-day program, we lay out the framework for mastering leadership in a world of digital disruption. This program examines the key trends impacting the marketer’s role today. It provides practical frameworks and methodologies for managing the core marketing tasks in the context of digital enablement.

Understand the New Realities and Challenges of Competing in a Digital World Take a deep dive into the world of digital disruption. Understand its causes and consequences across multiple industries and the new realities and challenges of managing marketing strategies and competing in a digital world.

Grasp the Role of Customer Franchise in Driving Market Leadership Help your organization better understand, connect with, and engage the firm’s target customers in ways that build enduring customer loyalty.

Identify, Shape, and Capture New Customer Value Opportunities Deliver relevant and unique value to customers and external stakeholders.

Assess Your Digital Leadership Capability Use the Digital Readiness Scorecard to assess your digital marketing readiness and identify the opportunity space for reframing customer experience and customer value.

Examine and Apply New Digital Strategies Learn the building blocks of an effective digital leadership strategy, how to identify and respond to the risk of value migration, what it takes to deliver differentiated customer experiences, and the role of customer franchise in business success.

Craft Your Digital Transformation Roadmap Create your digital leadership plan for organizational resilience using new models for understanding, connecting to, and engaging customers digitally.

Build and Manage a Balanced Portfolio Use your new knowledge and skills to build an innovation portfolio that sustains current success and ensures future market relevance.


The Digital Transformation Strategy program curriculum covers the following topics:

TOPIC 1 | Understand Digital Disruption and Diagnose Your Current Market Position

  • How changes are impacting organizations and the role of leaders today
  • Understand the causes and consequences of digital disruption
  • The explosion of real-time data, modeling, and data analysis capabilities
  • Recognize and manage transformation risk

TOPIC 2 | Maintain Leadership in a World of Digital Disruption

  • Understand current leadership effectiveness
  • Follow a strategic roadmap for guiding the organization’s digital transformation investments
  • Identify transformation opportunities

TOPIC 3 | Discover Transformation Opportunities

  • Data-driven discovery
  • Sustain and reinvent the core of strategic discovery
  • Reframe the Business and Operating Model
  • Identify the ‘Customer Franchise’ opportunity

TOPIC 4 | Build a Balanced Innovation Portfolio

  • What is the innovation portfolio and what should be included?
  • Balance current success with future market relevance
  • How to measure success and identify goals for future growth

TOPIC 5 | Reframe Customer Value and Establish Future Relevance

  • Envision future marketing success
  • Balance current success with future market relevance
  • New models for understanding, connecting to, and engaging customers digitally
  • Deliver a differentiated customer experience to build and sustain customer loyalty

TOPIC 6 | Build and Lead Digital Capabilities

  • The marketer’s new roles and capabilities
  • Assess digital marketing capabilities and the returns from digital investments
  • Craft the digital marketing plan: the roadmap for organizational resilience in a world of digital disruption

Who should attend

  • Professionals in all areas of marketing, branding, communications, strategy, customer experience, product development and management, operations, IT, finance, organizational design, culture, and human capital.
  • Senior leaders that are responsible for managing the customer experience during a time of change.


Dr. Peter C. Wilton teaches strategy, innovation, and marketing at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting Professor at the Graduate School of Business at Stanford University, and on the faculties of Duke and Purdue Universities in the Uni...


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Course Schedule
Detailed Description
Detailed Description

Next dates

Sep 30—Oct 2, 2019
3 days
Berkeley, California, United States
USD 4900
USD 1633 per day

How it works

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