Marketing Strategy in the Digital Age

The Risk of Not Reframing

The digital age brings new challenges to marketers. Those challenges include shifting attention away from incrementally improving their existing portfolio of product, customer service, and branding initiatives, towards finding new, latent, invisible needs that represent an opportunity for the firm to reframe customer value and establish the firm’s future relevance and uniqueness.

In this 3-day program, we lay out the framework for mastering marketing in a world of digital disruption.  The program will examine the trends impacting the marketer’s role today, and provide practical frameworks and methodologies for managing the core marketing tasks in the context of digital enablement. Specifically, the program will explore:
  • The New Marketing Realities: What’s Changed?
  • Understanding Digital Disruption: Its Causes and Consequences
  • Managing Marketing In A World of Digital Disruption:
    •      Envisioning Future Marketing Success
    •      Recognizing the Disruption Opportunity: Reframing Customer Value
    •      Balancing Current Success with Future Market Relevance: Building the Balanced Innovation Portfolio
    •      Identifying the “Customer Franchise” Opportunity
  • Delivering Differentiated Customer Experience in a Digital World
  • New Models for Understanding, Connecting to, and Engaging Customers Digitally
  • Leading Marketing in the Digital Age
    •      The Marketer’s New Role
    •      Mastering Digital Marketing Capability: The Essential Building Blocks
    •      Assessing Digital Marketing Capability: The Digital Readiness Scorecard
  • Crafting the Digital Marketing Plan: the Roadmap for Marketing Leadership in a World of Digital Disruption

The enrollment deadline for the October program is October 26, 2017.

Key Takeaways

  • The new realities and challenges of marketing
  • The building blocks of an effective digital marketing strategy
  • The causes and consequences of digital disruption across multiple industries
  • Strategies for identifying and responding to the risk of value migration in specific industries and markets
  • The opportunity space for reframing customer experience and customer value
  • Building and managing a balanced innovation portfolio that sustains current success and ensures future market relevance
  • The role of Customer Franchise in driving marketing and business success
  • The design of digitally enabled customer experience strategies that enable the firm to understand, connect with, and engage its attractive customers in new ways
  • The elements of an effective digital marketing plan
  • The translation of these elements into a draft digital marketing plan specific to the participant's organization

Who Should Attend

The program will provide new insight and expertise to business professionals engaged in the following traditional business functions:
Marketing (all functions)
Strategy
Product Development and Management
Communication
Information Technology
Finance
Organizational Design, Culture, and Human Capital
 
In addition, the program will help guide the thinking, and implementation strategy, of leaders and managers aspiring to sustain their organization’s market relevance and leadership in world in transition, including those responsible for:
 
Whole-of-Business Success (CEO’s and C-Level Teams)
Innovation 
Organizational Transformation
Market and Opportunity Selection
Capability Mapping & Development
Partnerships & Alliances

Dates and Registration

Fee: $4,900.00
Location: Berkeley, California

Download a Sample Schedule

Download a Program Brochure

FAQs

Contact Us

Valerie Allen
+1.510.704.3143
valerie.allen@berkeley.edu

Faculty

wilton-circle.png
Program Director
Peter Wilton
Senior Lecturer (Continuing), Haas School of Business
Dr. Peter C. Wilton teaches strategy, innovation, and marketing in the Haas School of Business at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting...