Strategic Marketing for the Digital Age

Program Description

Rise above the crowd. New technology and the 'social web’ have made it both easier to reach audiences, but simultaneously more difficult to 'break through.’ This program turbocharges marketing efforts with frameworks that move people to action. From our award-winning marketer (check-out Marcus Collins bio) and top-rated marketing faculty (learn more about John Branch here) you will learn to apply a transformative approach to elevate your brand above the “day to day” tactics of digital and social media. You’ll create the foundation for campaign strategies that generate deep connections to your clients and prospects--in both B to B and B to C. You will head back to work with a plan to disrupt long-standing marketing practices (with questionable outcomes) adding new, creative thinking and proven, actionable frameworks and metrics to propel your brand.

This program is also offered in Hong Kong. Click here for details.

 

 

Program Highlights:

THE EXPERIENCE: You will identify and seize new opportunities through highly interactive sessions, hands-on collaborative workshops, and spirited discussions with other senior marketing professionals. All of which is designed to crystallize learnings in an effort to help you apply your new knowledge to your work.

This approach is used to inform and guide the development of:

  • marketing strategies and branding efforts
  • creative ideation and content creation
  • product launch endeavors
  • distribution, partnerships, and influencer marketing initiatives
  • analytics and measurement plans for communication ambitions

PROGRAM FOCUS:

DAY ONE:  WELCOME, SETTING THE SCENE FOR SUCCESS

  • Share your company's challenges pertaining to the digital and social space
  • Explore personal challenges or deficiencies in the digital and social space
  • Re-examine foundational knowledge of marketing and marketing strategy
  • What happens to your business when technology disrupts industry – how can you become a disrupter?

DAY TWO:  CONNECTIONS

  • Discover how to leverage human dynamics to excite the spread of ideas, messages, and products
  • Understand the dynamics of influence found in connecting to networks
  • Learn how to identify the most appropriate influencers to stimulate behavioral advocacy
  • Discover how to apply your new knowledge in designing campaigns

DAY THREE:  CONTEXT

  • How does the context of our environment impact what we share with others
  • Develop your ability to identify – and leverage - environmental conditions that shape network behavior
  • Gain insights as to why people respond to environmental triggers the way we do
  • Apply this new knowledge of environments to your marketing campaigns

DAY FOUR:  TACTICS

  • Create brand stories that are socially engineered to spread
  • Explore hashtags as a digital marketing tool and understand their impact as a means to identify user behavior and establish brand connection
  • Explore mobile as a digital marketing tool and establish skills for using the benefits of mobile as a successful marketing vehicle

DAY FIVE: MEASUREMENT

  • Determine the role of analytics to measure data for insight extractions and predictive mapping
  • Understand differences between empirical vs. self-reported data; and when to use KPI benchmarking, and social listening and metric identification to evaluate outcomes
  • Observe the recommended digital mind-set in action, uncovering some of the best case examples of successful digital marketing

Faculty Thought Leadership

Professors John Branch and Marcus Collins show that in the era of social media and digital campaigns, marketing is still about people and their networks.  Read more about Marketing in the Digital Age

Professor John Branch and lecturer Marcus Collins bring practitioners and academics together to create the definitive guide to digital marketing. Read more about Writing the Book on Digital Marketing

Lecturer Marcus Collins shows how understanding human networks is key to understanding consumer behavior. Read more about Unlocking Networks

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Who Should Attend

  • Brand managers seeking new thinking, proven frameworks and meaningful approaches
  • Industrial, B2C, and B2B marketers experiencing stagnated results, or with aggressive growth goals
  • General managers and business unit leaders seeking innovative and proven approaches
  • CMOs and senior marketers looking for metrics to demonstrate the true value of each campaign

Takeaways & Tools

  • Demystify what makes the world's most popular brands tick
  • Develop a structured approach to digital marketing which can be applied to your unique business
  • Create a toolbox of state-of-the-art, proven digital marketing methods
  • Learn to leverage current assets more effectively
  • Transform reactive tactics to proactive strategies
  • Exploit opportunities to reach target audiences and ignite passalong/spread/word-of-mouth
  • Fully capitalize on the potential the digital age offers you
  • Measure the impact of digital marketing campaigns in terms of specified marketing objectives
Contact Us
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Technology & Operations

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701 Tappan Street
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Executive Director
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Stephen M. Ross School of Business
University of Michigan
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Ann Arbor, MI 48109-1234

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Tuition & Fees

The program fee includes tuition, instructional materials, living accommodations, continental breakfast, lunch, and coffee breaks each day, and selected dinners. Fee is payable in advance in US dollars and is subject to change. See our Cancellation, Transfer and Substitution Policy