Digital Marketing: Creating Successful
Marketing Strategies
Leverage the Power of Digital Technologies to Transform Your Marketing Efforts
Digital marketing has enabled marketers to optimize their spending in ways that were inconceivable with traditional approaches. Marketers are now able to increase the reach and precision of promotions with location-based and behaviour-based targeting. They can measure the actual impact of their marketing efforts through a range of techniques, including ghost ads. They can also enhance customer engagement through social media and leverage it to boost their brand reputation.The Digital Marketing: Creating Successful Marketing Strategies program from the Rotman School of Management is designed to equip professionals with the concepts, skills, tools, and techniques needed to launch or enhance digitized marketing initiatives. It will enable them to achieve optimized performance and improved ROI in marketing for their organizations.
What you'll get
This program will enable you to:
- Discuss the impact of digitization on traditional marketing methods and explore future technologies that are poised to transform the marketing landscape.
- Learn to leverage digital advertising and social media to better communicate with your customers, clients and stakeholders.
- Identify how the growing use of social and mobile media and other related trends impact organizational strategies.
- Analyze digital marketing techniques that can help organizations achieve their goals.
- Determine appropriate strategies to embrace emerging digital marketing tools.
Who is this Programme for?
- Mid- to senior-level marketing professionals who want to be on the leading-edge of marketing practice in order to create more value for their organization.
- Marketing, management, or business consultants who want to help their clients navigate the shifting terrain of marketing technologies.
- Managers from marketing and communication agencies who want to include these new practices in their clients' campaigns.
- Non-marketing leaders seeking to explore latest marketing technologies and strategies for building customer engagement that impact growth. Titles may include CEO, CXO, managing director, founder, president and general manager.
Program Curriculum
Over the course of eight weeks, you will engage with SDA Bocconi faculty and their esteemed guests to delve into the following topics.
Module 0:
Orientation
Get an overview of the program content and the learning platform. Meet your fellow learners through an interactive forum and prepare for the program ahead.
Module 1:
Introduction to Digitization and Marketing
Gain an understanding of marketing fundamentals and understand the impact of digitization on traditional marketing, including cost reductions from search to verification. Learn about environmental analyses, market segmentation and the 4Ps.
Module 2:
Opportunities through Digital Marketing
Understand the workings of digital channels and their impact on human behaviour. Discover the capabilities of mobile media, including geo-targeting, and explore pricing innovations, such as price bundling and dispersion.
Module 3:
The Digital Advertising Ecosystem
Identify key players in the digital advertising ecosystem, including demand-side and supply-side platforms, publishers, agencies, and data suppliers. Examine digital advertising pricing metrics, ad auctions, and the mechanics of search-related advertising.
Module 4:
Measurement, Analytics and Artificial Intelligence
Explore market sizing and market assessment techniques, and learn to measure the effectiveness of ad campaigns using experimentation and ghost ads. Describe the rise of AI and ML in marketing and their impact on the sector.
Module 5:
Digital Platforms
Examine effective strategies to leverage various digital platforms and their impact on broader market dynamics. Understand the role of verification and online review systems, and how brand reputation can be managed through social media.
Module 6:
Key Considerations
Evaluate the role of emerging technologies, such as augmented reality and quantum computing, and their impact on marketing. Recognize the core principles of digital technologies and how digital marketing impacts products and prices.