Course details
Digital Marketing Strategy
MARK 50161A
Reinventing marketing: CMOs must prepare for how the emerging trends and technologies of digital business will impact the practice of marketing. Welcome to the ultimate marketing machine! Key topics are: new marketing for new realities; from brand differentiation to CX/UX differentiation; opened brand territories; marketing as a transformational engine; harnessing disruptions and ecosystems; redefining market boundaries; connected products and business transformation; creating new value at every step of customer journeys; digital customer engagement; omni-channel strategy; two-sided marketplaces; mobile marketing; shared economy; web site optimization; SEO/SEM; building an insights machine. Reconnecting traditional marketing with traditional marketing will prevail here. Learn digital marketing and upgrade your career. Job opportunities are numerous.
Themes covered
1) Assessing the impact of digitization on the commoditization of commercial offers: customer empowerment comparison shopping information transparency permanent innovation as a competitive edge.
2) The creation of a valuable customer proposition: customer centric transformation or reinvention; digital customer experience as the corner stone.
3) Managing disruption and convergence among digital ecosystems.
4) Apprehending the move to virtual relationships in B2C services and B2B
5) Understanding digital and mobile communication: the end of traditional advertising.
6) Content marketing as a competitive driver and the key role of video
7) Multichannel omnichannel and - berization: distribution is going digital
8) Pricing in a digital world
9) Big data and customer tracking; from CRM to social CRM
Important notes
Course in French : MARK 50161
Préalable(s) : MNGT 56180(A)(Co) et être inscrit au MBA à temps partiel, ou être admis au programme 3792 - Visiteur - Entente mobilité.
Préalable(s) : MNGT 56180(A)(Co) et être inscrit au MBA à temps partiel, ou être admis au programme 3792 - Visiteur - Entente mobilité.
Course code
MARK 50161A
Subject
Marketing
Program
MBA
Instruction mode
On-site learning
Credits
1,5