Marketing Strategy in the Digital Age
offered by International Institute for Management Development

Private University
1 Campus
Estd. 1990

Marketing Strategy in the Digital Age
at
IMD
Overview

Explore inside-out marketing activities to educate and engage customers

Duration	8 weeks
Total fee	₹2.36 Lakh
Mode of learning	Online
Course Level	UG Certificate

Marketing Strategy in the Digital Age
at
IMD
Highlights

Earn a certificate of completion from IMD Switzerland
Learn from 60 videos and 3 group work sessions

Marketing Strategy in the Digital Age
at
IMD
Course details

Skills you will learn

Marketing Digital marketing

Who should do this course?

For Seniors or mid-level marketers, including CMOs, Marketing directors, brand managers
For Business leaders such as General manager, R&D leaders and Commercial Managers

What are the course deliverables?

Discover how digitalization transforms the marketing landscape
Explore pathways for recreating customer value
Become familiar with outside-in marketing activities to gain customer insights
Learn the basics of customer centricity
Develop a digital marketing strategy for your business

More about this course

In a world of increased digitization and rapidly evolving consumer behavior, few business functions have been as profoundly disrupted as marketing
This online program offers a strategic view on how to rethink marketing and value creation through the lens of digital
You will explore several pathways to redefine the value you bring to customers by transforming products, markets, and the customer experience
You will reflect on how customer centricity applies to your own context and will expand your view on how to gain customer insights and educate and engage your target audience
At the end of the program, you will be equipped with the insights and skills to generate a digital marketing strategy that enables you to leapfrog competitors and redefine customer value

Marketing Strategy in the Digital Age
at
IMD
Curriculum

Unit 1: Marketing transformation through digital

Familiarize yourself with the main concept of the 'Digital House-and the associated 'Driveway-introduced in the program

Learn about the five pathways for creating value that the Digital House consists of

Differentiate between the mandatory foundation and the four optional pathways

Unit 2: Reshaping customer journeys

Map the customer journey that your company offers to its customers

Explore various ways of engaging with your customers during different parts of the journey

Identify gaps and drop-off points and create a memorable moment to offer to customers

Unit 3: Building digital products and partnerships

Explore how to use digital to transform customer value through products and partnerships

Explore two ways to integrate products from multiple ecosystem partners

Apply the concept of the 'next best alternative'

Unit 4: Transforming market access

Identify the critical success factors for building communities and platforms

Assess any market segments that you can identify, reach and serve better

Be aware of mistakes that companies make when attempting to reach niche segments and create ecosystems

Unit 5: Gaining and leveraging customer insights

Use the three digitally enabled methods to generate unique insights on customer needs

Identify the seven channels for generating customer insights

Apply the seven channels for generating customer insights to your context

Unit 6: New approaches to segmentation

Apply the two segmentation methods to your own context and segment your customer base

Explore areas in your context where the application of AI and analytics can transform the way you segment your customers

Recognize the five steps of the segmentation process

Marketing Strategy in the Digital Age
at
IMD
Faculty details

Goutam Challagalla

Goutam Challagalla is Professor of Marketing and Strategy at IMD. He previously served as Area Coordinator of Marketing, Associate Dean for Executive Education, and marketing area PhD coordinator at Georgia Tech in Atlanta for 21 years. Professor Challagalla also worked as Principal at The Monitor Group, a strategy and marketing consulting company.