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Marketing Strategy in the Digital Age

  • Free

  • online
  • Sep, 2021 - Apr, 2022
  • Certificate

In a world of increased digitization and rapidly evolving consumer behavior, few business functions have been as profoundly disrupted as marketing. Beyond tactical adjustments, what are the broader strategic implications of digital on marketing? How do you seize the opportunities arising from digital to rethink your marketing strategy and change the competitive game? This online program offers a strategic view on how to rethink marketing and value creation through the lens of digital. You will explore several pathways to redefine the value you bring to customers by transforming products, markets, and the customer experience. You will reflect on how customer centricity applies to your own context and will expand your view on how to gain customer insights and educate and engage your target audience. At the end of the program, you will be equipped with the insights and skills to generate a digital marketing strategy that enables you to leapfrog competitors and redefine customer value. You can take this program as a standalone course or as part of the IMD Digital Excellence Diploma.

Program Benefits

Explore pathways for recreating customer value Become familiar with outside-in marketing activities to gain customer insights Explore inside-out marketing activities to educate and engage customers Learn the basics of customer centricity Develop a digital marketing strategy for your business

Who Should Attend

You are a senior or mid-level marketer, digital native or business leader, who seeks to understand how marketing is being reshaped in the digital world and how to leverage the latest digital trends to leapfrog competitors. Your class is individually put together through a selection process to ensure that you experience the most impactful learning with a truly diverse group of global peers. Your class will become a trusted resource, encourage your learning journey and surprise you in many unanticipated beneficial ways both during and beyond your classroom experience.

Faculty

Goutam Challagalla
Professor

*Program faculty is subject to change

Upcoming

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