Executive Education

Digital Marketing for Executives

As digital marketing continues to evolve and change with blinding speed, how do you keep pace or stay a step ahead? With the frameworks and mindset you’ll gain in this new program, you will develop an ongoing sense for marketing in the digital world.

Elevate your perspective with our three-day Digital Marketing for Executives program. Cultivate a way of thinking that will give you the foundational acumen and ongoing agility to evolve with the ever-shifting digital landscape. In this program, you will gain an invaluable understanding of consumer behaviors across all digital platforms and demonstrate how data analytics can give you decision-making confidence in digital marketing.

By attending this program, you will: 

  • Gain an understanding of behaviors associated with the digital generation, particularly Gen X and Millennial generations.
  • Get perspective on the multitude of ways consumers are engaging in digital, including content, search, advertising, apps, games, social media, geo-local and omni-channel experiences.
  • Learn best practices for managing brand reputations through user-generated content, including blogs, ratings, reviews, and recommendations.
  • Discover opportunities for reducing marketing costs by leveraging earned social media and transforming consumers into brand advocates.
  • Learn how to make informed decisions across all digital platforms by using data to guide your overall marketing strategy.

LOCATION
Chicago Booth, Gleacher Center, Chicago IL

Read Profile

Pradeep K. Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing

Pradeep Chintagunta teaches topics relating to marketing management, market strategy, marketing research, and a doctoral seminar on marketing models at The University of Chicago Booth School of Business. He was named a top professor at Chicago Booth in 2002 by Bloomberg Businessweek.

Read Profile

Lil Mohan

Adjunct Assistant Professor of Marketing

Lil Mohan is an entrepreneur and academician with a passion for bringing great technology products and services to life. He brings to his teaching classes a variety of experiences from his work at Amazon, Intel, Infosys, Motorola, and two successful high-tech startup companies: Junglee and Snapstick.

In the constantly evolving world of digital marketing, timely information and best practices from leading experts are critical to success. This course provides an excellent set of frameworks for developing markets, strategies, tactics, and measurements. The lessons I learned from instructors and other business leaders who participated in the course have already paid back the investment. I highly recommend for any senior level business leader who wants to lead their firm's digital revolution or just take their digital marketing practices to the next level.

- Kathleen Lee, M.A., Marketing Director – Digital Content and Ecommerce Marketing, GOJO Industries, Inc.


The rate of change in the digital space is so fast that you need to stay abreast of everything that's changing. This program was so helpful in giving me a deep foundation of the basics of digital marketing that will prepare me to keep up with current trends.

- Jennifer Kelm, Sales Manager, Burgess-Norton Mft. Co.


The frameworks we learned in this course are really going to help me ground the decision-making processes my organization takes to solidify our strategy and goals moving forward.

- Peter Crowe, VP Marketing and Communications, RE/MAX


The biggest impact this course has had on my career is that it has made me more valuable to my organization, and it has helped my participate and actually lead the organization to digital transformation.

- Jeff Buysse, Digital Demand Activation Sales & Marketing Vice President

This program will benefit:

  • Mid- to senior-level executives responsible for developing marketing strategies in B2B and B2C companies.
  • Marketing, product development, technology, operations, or strategic planning executives who want to broaden their digital marketing expertise.
  • Executives who develop or lead digital marketing initiatives for client companies.

PROGRAM OUTLINE

Day 1:

Introduction

  • Digital marketing: engaging with a new consumer generation

Models and Frameworks

  • Buyer DMP Model
  • POEM Marketing Model
  • 3C Framework for Digital Marketing

3C Framework Components

  • Ways to connect, effectively convert, and establish continuous engagement
  • Slotting metrics into the framework

Understanding Search and Content Marketing

  • Creating relevant content
  • How search engines work
  • SEO and paid search

Day 2:

Data-driven Marketing

  • Leveraging data to guide overall marketing strategy
  • What we know about the effects of digital marketing

Marketing on Mobile

  • App marketing and in-app advertisements
  • Driving engagement: immersion and contextual relevance
  • Mobile marketing metrics

Social Media Marketing

  • Network effects and virality
  • What makes content go viral
  • Devising a viral marketing strategy
  • Developing a SM marketing plan

Day 3:

Digital-Local Marketing

  • Geo-location in the digital context
  • Local digital offers and promotions--value to merchant and ROI
  • Leveraging mobile geo-location

Omni-Channel Marketing

  • Understanding the omni-channel buyer
  • Merging digital (online and mobile) with physical (local and in-store)
  • Showrooming and webrooming
  • Omni-channel marketing: a holistic view

Group Exercise

  • Devising an actionable digital marketing strategy

Program Wrap-Up

  • Summary and take-aways

Upcoming Courses

Date Fee  
April 23 - 25, 2018 $6,650 Register Now »
Oct 24 - 26, 2018 $6,650 Register Now »

Back to top