Open Programs
Strategic marketing
Category
Gone is the world where selling "the product" was the goal of marketers. The growing digitization puts before you the possibility of measuring practically everything that interests your client. The time has come to learn how to use data in your favor and make your company grow by offering what your customers need.
Contact:
In this program you will learn to accompany users throughout their life cycle through specific and experimental methodologies, you will examine in detail the importance of data-based strategies to better understand your customers, and you will learn how to offer them personalized experiences at an omnichannel level.
In addition, those who complete this certificate will design their own digital marketing plan for their personal project, company or workplace; so that, more than executing marketing strategies, they are capable of creating value and establishing human connections with their clients.
Strategic marketing
Content:
- Week 0: Orientation Week
- Week 1: The New Marketing: What's “Normal” Now
- Week 2: Understanding our clients and extracting data from the costumer journey
- Week 3: Initiatives, creativity, content and omnichannel experiences
- Week 4: Technology: necessary pillar to activate the new reality of omnichannel marketing
- Week 5: Marketing automation and artificial intelligence
- Week 6: Attribution and culture of experimentation
- Week 7: Design your ecosystem to support your new digital marketing strategy
* The module can be purchased individually.
All participants who successfully complete the program receive a Verified Digital Certificate of completion endorsed by INCAE Business School.
* INCAE reserves the right to make changes without prior notice.
Strategic marketing
Content:
- Week 0: Orientation Week
- Week 1: The New Marketing: What's “Normal” Now
- Week 2: Understanding our clients and extracting data from the costumer journey
- Week 3: Initiatives, creativity, content and omnichannel experiences
- Week 4: Technology: necessary pillar to activate the new reality of omnichannel marketing
- Week 5: Marketing automation and artificial intelligence
- Week 6: Attribution and culture of experimentation
- Week 7: Design your ecosystem to support your new digital marketing strategy
All participants who successfully complete the program receive a Verified Digital Certificate of completion endorsed by INCAE Business School.
* INCAE reserves the right to make changes without prior notice.
Strategic marketing
Content:
- Week 0: Orientation Week
- Week 1: The New Marketing: What's “Normal” Now
- Week 2: Understanding our clients and extracting data from the costumer journey
- Week 3: Initiatives, creativity, content and omnichannel experiences
- Week 4: Technology: necessary pillar to activate the new reality of omnichannel marketing
- Week 5: Marketing automation and artificial intelligence
- Week 6: Attribution and culture of experimentation
- Week 7: Design your ecosystem to support your new digital marketing strategy
All participants who successfully complete the program receive a Verified Digital Certificate of completion endorsed by INCAE Business School.
* INCAE reserves the right to make changes without prior notice.
Methodology
• Weekly Assignments: These are segments of the final digital marketing project. They are done weekly and are based on readings and tutorials. Each must be completed and/or turned in by the date indicated for grading purposes. Extensions may be granted based on requests submitted to the support team.
• Debates/discussions: focus on interviews with notable experts, industry leaders, employers and professionals; they take place in an open discussion forum where participants post their opinions on the topic at hand.
• Case Studies: Focus on real-world experiences and challenges.
Participant profile
This program is designed for those who:
• Are directly related to a company's marketing activities.
• They are responsible for developing and maintaining the strategic direction of the marketing and/or commercial departments.
• They are part of leadership teams that interact daily with functional departments related to marketing, such as: sales, public relations, customer service and product development.
• They are interested in adopting digital marketing approaches.
• They want to implement the fundamentals of digital marketing.
Upcoming events
Tips to study and work at the same time- chat with students
Blog
Agile Organizations: Responding to Disruption and Uncertainty
May 20, 2021Our teachers
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Serge RestrepoTeacherGuest professor at INCAE Business School where he teaches marketing and digital transformation. He is a digital marketing expert who understands how to design global and local digital strategies.
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Serge RestrepoTeacher
Upcoming events
Tips to study and work at the same time- chat with students
Blog
Agile Organizations: Responding to Disruption and Uncertainty
May 20, 2021Objectives
- Eliminate waste and increase accuracy in marketing management through the design of an omnichannel ecosystem to manage resources, creativity, experiences and content.
- Apply a repeatable methodology to generate powerful ideas that connect with your customers.
- Dimension the potential of moving from brand-centric marketing to customer-centric marketing.
- Evaluate the technology associated with new marketing and monitoring user behavior.
Services
- Define elements of humanization applicable to your project
- Create surveys to define who your buyer personas are (ideal customers)
- Define your value proposition and the goals you want to achieve
- Make an empathy map of the customer journey
- Design a communication content strategy based on the insights you get from your clients
- Select which marketing technology cloud is the most suitable for your project
- Set up your attribution system to know where sales are coming from