Marketing for the Era of Digital Transformation
Summer program
WHY THIS SUMMER PROGRAM?
- An intensive program geared toward students of diverse backgrounds, including those who are novices to the field
- Innovative learning approaches
- Expert knowledge both on the fundamentals and on latest trends of marketing
- Real-life micro cases
- Diverse media including videos, apps, and state-of-the-art Internet tools (e.g., Google analytics)
OVERVIEW
Customer-centricity has reshaped marketing and specifically marketing online. Digital marketing combines the strategies and tactics necessary to do the following:
- Target customers in the most customized fashion possible
- Provide relevant personalized content
- Improve conversion and average purchase
- Generate favorable UGC (User Generated Content).
This intensive summer program will expose participants to the digital marketing tools needed to develop successful digital marketing strategies and guide the roll-out of digital marketing tactics.
The Digital Marketing Summer Program will combine short theoretical framing classes and hands-on lectures provided by experts in the field. Renowned guest speakers from leading companies will share their experiences and expertise on focus areas (e.g. digital advertising; influence marketing). Sessions will be delivered via Zoom, combining lectures, group work and keynote speaker talks.
LEARNING OUTCOMES
Upon successful completion of the program, participants will be able to do the following:
- Design a strategic digital marketing plan
- Understand the customer funnel and corresponding marketing strategies and tactics
- Build a relevant customer journey
- Leverage acquisition and conversion tools
- Develop a social media strategy