The world is changing. Customer demands are changing – rapidly and unforgivingly. In the new economy, where media consumption is becoming increasingly fragmented and consumers are being bombarded daily by information, the role of marketing has never been more complex.
Marketing strategy isn’t confined to a marketing team. By understanding how to align marketing strategies with business strategy, high-performing business leaders make better decisions about their products, services, customers, brand, and competition.
Our 3-day Strategic Marketing in a Digital World course goes beyond traditional marketing practices and helps you learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.
This certificate course counts towards the Diploma in Advanced Management.
Module 1: A Framework for Marketing in a Digital World
Understand customer expectations and learn about the five marketing transformation lanes
Module 2: Understand Customers and Generating Insights
Learn about the nature of customer insight through social data, as well as map the customer experience.
Module 3: Customer Segmentation and Behavioral Marketing
Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Module 4: The Customer Journey and Content Strategy
Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.
Module 5: Brand Storytelling in a Digital World
Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.
Module 6: Designing and Executing Digital Marketing Campaigns
Explore the end-to-end process of designing and executing digital campaigns, and learn how marketing automation software helps to optimize the effectiveness of your marketing strategy.
SBS Executive Education
Mon – Fri 08:30 – 18:00