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: 

  • Learn how to leverage the digital and social media landscape to grow value in your customer relationships and increase your return on marketing investments.
  • Gain an understanding of new behaviors associated with the generation of digital natives. 
  • Get perspective on the multitude of ways consumers are engaging in digital, including content, search, advertising, apps, games, social media, geolocation, and omnichannel experiences.
  • Learn best practices for managing brand reputations through user-generated content (UGC), 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

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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.

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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

  • The new customer journey and buyer decision-making process
  • 3C framework for digital and social media marketing
  • Slotting metrics into the framework

Content Marketing - B2B and B2C

  • The paid-owned-earned media (POEM) digital model
  • Digital content creation, curation, and publishing
  • Overall content marketing strategy
  • Measuring success: content metrics

Understanding Search Marketing

  • How search engines work
  • Search engine optimization (SEO) and paid search advertising

Day 2:

Data-driven Marketing

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

Mobile Marketing

  • Mobile advertising and app marketing
  • Driving engagement: immersion and contextual relevance
  • Mobile marketing metrics

Social Media Marketing

  • Using social media listening to gather insights
  • Creating and managing user-generated content
  • Building a social media marketing strategy around shareable content
  • Fostering advocacy and loyalty through social media

Day 3:

Location-Based Marketing

  • Geolocation in the digital context—leveraging mobile geolocation
  • Hyperlocal digital offers and promotions—value to merchant and ROI

Omnichannel Marketing

  • Understanding the omnichannel buyer
  • Merging digital (online and mobile) with physical (local and in-store)
  • Showrooming and webrooming

Group Exercise

  • Devising an actionable digital marketing strategy

Program Wrap-Up

  • Summary and take-aways

Upcoming Courses

Date Fee  
Oct 24 - 26, 2018 $6,650 Register Now »
Apr 24 - 26, 2019 $6,950 Register Now »
Nov 4 - 6, 2019 $6,950 Register Now »

Fee does not include accommodations.

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