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Yale School of Management

Marketing Transformation in a Digital age

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Description

Drive immediate business results by harnessing the power of consumer data with behavioral science.

Businesses now have unprecedented access to information on individual consumers. Where and when they buy, how they behave and, based on social media, what they like and share with others. Advancements in behavioral science shows that consumer behavior is driven by internal and external factors, proving more than ever that content isn’t king, context is. Understanding how such factors influence decision-making helps contextualize marketing data.

In this three-day curriculum you will learn actionable techniques to drive disruption and rethink the consumer journey that combines understanding of big data and consumer behavior. You will gain a deeper understanding of the key drivers of choice and customer experience in digital channels like mobile and social. Most importantly, you will hone your skills as a decision maker in an ever-changing digital age.

Developed in concert with Yale Center for Customer Insights, Marketing Transformation in a Digital Age embeds leading research from YCCI professors as well as real world advice from industry practitioners, and Executive Fellows at SOM, Jon Iwata (former Chief Brand Officer, IBM) and Seth Farbman (former Chief Marketing Officer, Spotify). You not only gain access to their insights but are in conversation with the experts themselves and your peers—this type of interactive learning is only available at the Yale School of Management.

Key Benefits

Learn how to drive growth using cutting-edge behavioral research to:

  • Reimagine your customer’s journey
  • Utilize the digital social network as a listening tool, brand builder, and design development lab
  • Design memorable customer experiences, better frame brand value, optimize marketing decision making, and integrate new data streams to supercharge your CRM
  • Develop an actionable toolkit for managing your brand and organizational effectiveness through turbulent and evolving times

Who should attend

The program is crafted for executives with at least 8 years of experience who lead functional teams in areas such as marketing, branding, insights, innovation, product management, digital strategy, and communications.

Experts

Professor Dhar is the George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights. He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consu...
K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights. Sudh...
Former Chief Marketing Officer at Spotify, current Executive Fellow at Yale School of Management Farbman joined Yale after serving as Chief Marketing Officer at Spotify. During his nearly four-year tenure, the company grew more than ten-fold to almost 200 million customers in 65 countries--becom...
Former Chief Brand Officer at IBM, current Executive Fellow at Yale School of Management Jon Iwata, Since 2015 Iwata has participated actively in SOM academic life, serving as a guest lecturer and sharing his knowledge and experience with Yale MBA students. In April 2018, Jon became an Executive...

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