Adapt to Evolving Consumer Behavior in The Modern Digital World
8 weeks | 4-6 hours/week | Self-paced Videos + webinars + cohort
| *** 2024 Cohort Enrolment dates: 8 August, 7th October and 9th December*** |
The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces — both for B2B and B2C markets. As a result, our marketing practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing through digital channels.
In this online program, business leaders, managers, and marketing professionals will learn how modern marketing is powered by data, scaled by automation, and optimised by analytics.
Who should attend:
Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.
If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.
Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.
Topics covered:
Go beyond traditional marketing practices to learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.
- Module 1: A Framework for Marketing in a Digital World
- Module 2: Understand Customers and Generating Insights
- Module 3: Customer Segmentation and Behavioral Marketing
- Module 4: The Customer Journey and Content Strategy
- Module 5: Brand Storytelling in a Digital World
- Module 6: Designing and Executing Digital Marketing Campaigns
- Module 7: Marketing Attribution, Testing, and Experimentation
- Module 8: Marketing Automation and Artificial Intelligence in Marketing
Key Takeaways:
To master modern marketing, you will create strategies to support better business decisions and gain the skills to identify when, where and why customers choose your product or service. By the end of the program, you will be able to:
- Go beyond traditional marketing practices and understand the digital world your customers inhabit.
- Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors.
- Discover how to evolve your marketing by incorporating data, analytics, and optimization techniques for improved decision-making.
- Learn from other companies using new marketing technologies to inform their marketing and gain organizational efficiencies.
Program Experience:
- Live online learning sessions
- Try-it activities
- Strategic toolkit to guide your advertising efforts
- Case studies
Duration: 8 weeks, 4-6 hours/week
Delivery: Online: Self-paced Videos + webinars, cohort
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
Pricing:
Non-Members US$2750
AMI Members US$2337 (15% discount)
CPD points: 100
Cohort Dates:
This course runs 3 - 4 times a year. The next cohorts are starting:
8 August 2024
7 October 2024
9 December 2024
Trainers details
MOHANBIR SAWHNEY
Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall Street Journal bestseller list. He has also written a book of poetry called Love, Longing and Loneliness in 2014.
Professor Sawhney’s research has been published in leading journals such as California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to publications such as Fortune, Forbes, and Financial Times.
Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.
Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.
Emeritus is an AMI Partner. We are happy to offer the course to our members with an exclusive discount.
