Open Programs
Strategic Marketing for the Digital Age
Category
This course focuses on Brand Management in the digital age and its omnichannel context, exploring its application for the acquisition of new clients and the loyalty of existing clients.
The digital transformation has completely changed the relationships between customers and brands, introducing multiple points of contact and communication channels. In this context, the client has been acquiring a greater role and therefore seeks more interaction with brands.
For their part, companies face the challenge of listening to current and potential customers, interacting with them and developing marketing strategies that are Customer Centric without losing the coherence of their brand DNA.
This program will be able to provide you with the theoretical and practical tools necessary for the development and implementation of marketing strategies in the digital context.
Strategic Marketing for the Digital Age
Content:
- Positioning strategy in omnichannel marketing
- Customer centric marketing: Buyer personas
- Customer Journey Maps
- Marketing analytics - measure the efficiency of marketing channels
- Developing New Market Niches: Blue Oceans and Disruptive Marketing
- From marketing, to sales, to customer loyalty in the digital age
- Customer acquisition, customer retention, and customer lifetime value
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
-
Luciano CiravegnaAcademic directorHe is Associate Professor and Director of Research at INCAE Business School, where he teaches in the areas of Marketing and Strategy. He holds a Ph.D. by The London School of Economics; M.Phil., University of Oxford; a B.Sc. with Honours, the London School of Economics.
-
Ramiro CasoTeacherPsychologist by profession, Ramiro Casó has developed his career in two areas: communication and teaching ...
-
Luciano CiravegnaAcademic director
-
Ramiro CasoTeacher
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
- Learn to articulate a data-driven marketing strategy.
- Develop a critical and analytical attitude to successfully lead marketing teams.
- Provide the theoretical and practical tools necessary for the development and implementation of marketing strategies in the digital context.
Benefits
- Get the knowledge of brand management in the multichannel context.
- Acquire tools to measure the cost benefit of acquisition and customer loyalty.
- Learn to use data and indicators to measure and evaluate the effectiveness of your campaigns in different communication channels.