Strategic Marketing for the Digital Age

Rise above the crowd.

New technology and the “social web” have made it easier to reach audiences, but more difficult to 'break through.' This tension forces marketers to think differently about marketing strategy.

This program turbocharges marketing efforts with frameworks that move people to action. From our award-winning marketer, Marcus Collins, and top-rated marketing faculty John Branch, 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 with your clients and customers — in both B-to-B and B-to-C environments. You will return 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.

Who Should Attend

Brand managers who need a structured approach to accelerate client adoption

Industrial, B2C, and B2B marketers seeking ways to convert customers to advocates

General managers looking for an updated approach to strategic marketing that is effective across channels   

CMOs and senior marketers seeking the latest thinking on comprehensive marketing strategies that only come from combining academic research with practitioner perspectives

Let’s discuss how this program can help you achieve your goals.
Richard Olson 734-763-1000 rossexeced@umich.edu

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

 Day 1:  Setting the scene for success

Day 2:  Understanding and leveraging connections

Day 3:  Applying context to drive results

Day 4:  Exploring real world tactics

Day 5: Measuring success

Organizational Benefits

Demystify what makes the world’s most popular brands tick

Apply new strategies to significantly impact the positive perception of your brand

Exploit new opportunities to identify and reach new target audiences

Activate pass-along and word-of-mouth activities within the market

Develop metrics to predict and measure the impact of your marketing campaigns

Individual Benefits

Rejuvenate your passion for marketing through new lenses and perspectives on marketing strategy

Apply a structured approach to ignite your unique business differentiators

Energize and align your team by applying new approaches to drive customer interest – and loyalty

SMDA

Faculty

John Branch
  • Clinical Assistant Professor of Business Administration, Co-Director of Yaffe Digital Media Initiative, Ross School of Business
  • Faculty Associate, Center for Russian, East European, & Eurasian Studies
Marcus Collins
  • LEO Intermittent Lecturer

Faculty Thought Leadership

Ross Thought In Action
Lecturer Marcus Collins shows how products can go beyond being popular and become embedded in culture.
Ross Thought In Action
In new book and Executive Education program, Ross faculty members explore messages in the digital era
$9,500US

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

25 Mar - 29 Mar 2019

Tuition & Fees

$9,500US
Location: Ann Arbor, MI
Format: In Person
More info

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

Brochure and Program Information

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