The Fundamental of Strategic Marketing in the Digital Era

The Fundamental of Strategic Marketing in the Digital Era

Professor Day examines how the activities, responsibilities and design of the marketing organization are evolving to manage the uncertainties of the digital age. He states that this transformation will involve the interplay of three driving forces: the impact of digital technologies, the changing role of the Chief Marketing Officer (CMO), and emerging organizational designs. The increasingly central role of customer analytics and Big Data, predictive analytics and customer experience mapping are allowing organizations to deploy their marketing resources more efficiently and effectively; in this regard Day sees the role of the CMO changing so as to accept the dual responsibilities of creative and accountable delivery. In this way the CMO needs to create a marketing culture that fully embraces desired values and behavior, and one which fully takes on board these new core metrics and measurements.

Course Outline

Modules

The Forces Transforming Marketing

The Changing Digital Frontier

New Ways of Understanding and Connecting with Customers

Advances in Decision Tools – Design Thinking Skills

The Changing Role of the C-Suite

Emerging Organizational Designs

The Reinvention Journey: Imperatives for The CMO

Building Adaptive Marketing Capabilities

Integrate Digital Technologies

Tightening the Alignment with Sales

FAQ

Who should attend?

Management, Senior Managers, Team Leaders, Assistant Manager, Marketing Department, Data Analyst. R&D, Corporate Com, Sales Team etc.

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