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Digital Marketing Strategy Course

Who is this programme for?

This programme is primarily for Functional Directors who typically have at least 10-15 years of work experience and other executives who have influence on key marketing decisions and on the strategic direction of their organisation, as well as managers and entrepreneurs. It is ideal for ‘non-digital natives’ and professionals wishing to leverage customer insights together with technology.

Overview

With direction from our thought leaders, and through feedback from other programme delegates, the programme will help you adopt a strategic approach to marketing in a digital environment. Through exposure to some of the latest and most powerful ideas in strategic customer management, you will develop a digital mindset in creating, communicating and delivering value to your customers and creating enduring financial returns for your business.

Topics include:

  • Strategies for customer acquisition and retention
  • Using technology to enhance customer engagement, brand experience and loyalty
  • Understanding and predicting customer behaviour through technology
  • Designing and deploying powerful customer-centric value propositions
  • Digital growth marketing
  • Digital marketing & communications for managers and leaders
  • Digital marketing strategy
  • Using data analytics to make better decision and implement strategy with agility

Programme key info

02/07/2019
05/07/2019
4 days
£4,800
Imperial College Business School

Day 1: Identifying value: Understanding customer behaviour in the digital age

09.00 – 09.15 Welcome and introductions (Andreas Eisingerich)

09.15 – 10.30 Exploring customer insights (Andreas Eisingerich)

10.30 – 10.45 Break

10.45 – 12.00 Psychological value drivers and barriers (Andreas Eisingerich)

12.00 – 13.00 Lunch

13.00 – 14.15 TBD external speaker?

14.15 – 14.30 Break

14.30 – 15.30 Data visualisation and artistry (Mark Kennedy)?

15.30 – 16.30 Digital marketing strategy workshop

16.30
Close

Learning Outcomes

By the end of Day 1 participants will be able

(1) to explore and better understand human decision making and choice
(2) to examine key psychological value drivers – those that make people adopt a new product, remain loyal to it, or reject it
(3) to use data to understand customers
(4) to explore strategies for overcoming consumer resistance to product adoption and purchase
(5) to understand how to use big data to derive customer insights and craft effective strategies
(6) to interpret and visualise customer data
(7) to start working on their own digital strategy in practical workshops assisted by faculty and other participants.

Day 1 helps participants answer the following critical questions:

• How can we understand consumer decision making and choice better?
• What key psychological drivers are worth exploring when trying to create value for consumers?
• What is the role of data in supporting and enhancing consumer understanding? What are some of the latest trends?
• How can data visualisation help decision making?
• How can we derive valuable customer insights from small and big data sets?
• How can consumers’ barriers to adoption and purchase be overcome most effectively?

Day 2: Creating customer and financial value

09.00 – 10.30 Marketing in the digital world (Omar Merlo)

10.30 – 10.45 Break

10.45 – 12.00 Customer centrism and crafting the value proposition (Omar Merlo)

12.00 – 13.00 Lunch

13.00 – 14.15 Scalable customer acquisition, engagement and retention (Jaka Levstek)

14.15 – 14.30 Break

14.30 – 15.30 Digital growth marketing (Jaka Levstek)

15.30 – 16.30 Digital marketing strategy workshop

16.30
Close

Learning Outcomes

By the end of Day 2 participants will be able

(1) to understand how to build and sustain true customer centrism within their business
(2) to develop and implement strategies that create customer and financial value
(3) to implement effective value propositions in a digital context
(4) to develop strategies that have customer relevancy in the digital age
(5) to use data analytics to create customer value
(6) to design and implement marketing strategies and tactics related to targeted revenue, user acquisition, engagement and retention that are scalable and measurable
(7) to design customer experiences that focus on attracting more engaged customers and communicate with them effectively
(8) to execute digital growth marketing strategies

Day 2 helps participants answer the following critical questions:

• How can we foster and implement customer centrism effectively within our business?
• How can we design and execute strategies that create sustainable customer value and financial value at the same time?
• What are some contemporary best practices and innovative approaches in product and services marketing?
• Why do some value propositions succeed while others fail? What are best practices in value proposition development?
• How can data analytics help customise product and service offerings?
• How can business growth be achieved through the help of digital and technology?
• How can we develop strategies and tactics for targeted revenue, user acquisition, customer engagement and customer retention?
• How can businesses deploy strategies that attract and engage profitable customers in the long run?

Day 3: Communicating and measuring value

09.00 – 10.30 Digital communication tools, the user journey and customer value (Daniel Rowles)

10.30 – 10.45 Break

10.45 – 12.00 Content marketing (Daniel Rowles)

12.00 – 13.00 Lunch

13.00 – 14.15 The digital marketing toolkit (Daniel Rowles)
14.15 – 14.30 Break

14.30 – 15.30 Marketing and emerging technologies (Marialena Zinopoulou)

15.30 – 16.30 Digital marketing strategy workshop

16.30
Close

Learning Outcomes

By the end of Day 3 participants will be able

(1) to develop a marketing communication strategy that capitalises on some of the latest and most effective tools and methodologies
(2) to understand how to use a wide set of digital advertising tools, and appreciate their strengths and weaknesses
(3) to understand how a set of emerging technologies are shaping customer value creation, and how to use them
(4) to understand the user journey and the steps involved in building a content plan, search optimisation, and effective social media
(5) to deploy a simple yet powerful measurement framework to judge the impact of content marketing on end business objectives
(6) to have a set of practical digital marketing techniques and tools (most of which are free) they can use immediately.

Day 3 helps participants answer the following critical questions:

• How can communication with consumers trade upon current trends in digital?
• How does digital affect the economic landscape and consumer value-based decisions?
• What are some of the most popular and effective digital advertising methods? What works, what doesn’t and why?
• What are some emergent technologies we can use to create customer value in the future?
• What are the practicalities of content marketing and what is the overlap between social media, content and search optimisation?
• What is the typical user journey and how can we use it to build a content plan, search optimisation and effective social media strategy?
• How can we develop effective content marketing and measure its outcomes?
• What are some freely available digital marketing tools that marketers can use quickly and effectively to increase their effectiveness?

Day 4: Delivering sustained value for customers, the company and its stakeholders

09.00 – 10.30 Strategic branding in the digital age (Andreas Eisingerich)

10.30 – 10.45 Break

10.45 – 12.00 Customer engagement (Andreas Eisingerich)

12.00 – 13.00 Lunch

13.00 – 14.15 Customer relationship management (Omar Merlo)

14.15 – 14.45 Break

14.45 – 15.30 Loyalty management (Omar Merlo)

15.30 – 16.30 Digital marketing strategy workshop

16.30 Programme close

Learning Outcomes

By the end of Day 4 participants will be able

(1) to explore key branding strategies in the digital age
(2) to implement customer engagement strategies
(3) to examine effective customer relationship management strategies in a digital context
(4) to develop and deploy effectively loyalty strategies
(5) to implement innovative and effective strategies for customer acquisition and retention
(6) to deploy customer strategies that attract and retain profitable customers to achieve a sustainable competitive advantage

Day 4 helps participants answer the following critical questions:

• How can we build strong brands in the digital age?
• What factors do we need to consider to build and employ brands strategically in the digital age?
• How can customers be engaged most effectively with the help of data and digital?
• How can we deploy effective strategies for improved customer acquisition and engagement?
• What does customer relationship management really entail, and how can it be implemented effectively and innovatively?
• How can business enhance their customer loyalty in the digital world?

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