Summer School

Marketing in a Digital World

SBS Swiss Business School > Executive Education > Summer School > Marketing in a Digital World

Are you looking for an exciting way to learn about Marketing in the Digital World? Come join us for a 5-day summer school course. Our course is designed to equip you with the knowledge and skills needed to take your marketing strategies to the next level. You will learn the fundamentals of digital marketing, explore the latest trends and tools, and develop your understanding of how to use digital media to effectively reach your target audience. With our experienced instructors, interactive sessions, and hands-on activities, you’ll gain the confidence and skills to make an impact in the digital world. Experience University level lectures paired with company visits and hands on marketing. Don’t miss out on this amazing opportunity!  This course is designed for High School students in grades 9-12 who want to gain first experiences in marketing and find out what marketing in a digital world means on the job.


Course Information




1,950 CHF*


24 June – 28 June 2024

Course Outline

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. This module 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. In this course we will have discussions with marketing specialists and visit them on site.

Topic 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

Topic 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

Topic 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

Topic 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

Topic 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

Topic 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


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    Mon – Fri 08:30 – 18:00

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