Executive Program

Strategic Marketing in a Digital World

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.

Course Information

Format

On-Campus or Live-Virtual

Costs

2,950 CHF*

Date

Option 1:

12 Apr – 14 Apr 2024

Option 2:

14 June – 16 June 2024

 

Course Outline

Module 1: A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 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.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • AI in Customer Insight

Module 3:  Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

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.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

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.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

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.

  • Campaign strategy
  • Steps for implementation
  • Measuring, monitoring, and adjusting campaign execution
  • Automating the campaign process with AI and machine learning

 

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    *Payment Policy

    • Invoiced 3 months prior to course start
    • 100% Refund 4 weeks prior to course start
    • 30% Refund 2 weeks prior to course start
    • 0% Refund less than 2 weeks prior to course start

     

    Department Contact Info

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    [email protected] 

    Flughafenstrasse 3
    8302, Kloten-Zurich
    Switzerland

    Mon – Fri 08:30 – 18:00

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