Digital Marketing Strategies: Data, Automation, AI & Analytics

Mastering modern marketing practices

The proliferation of new technologies such as mobile, cloud computing and artificial intelligence have transformed customer behavior and disrupted marketplaces. As a result, marketing practices must also evolve. Marketing in a digital world is much more than marketing through digital channels; it's about harnessing automation to make marketing practices more productive and agile, mining new sources of customer data to create personalized communications, and leveraging analytics and artificial intelligence (AI) to optimize marketing activities.

In this online program by Kellogg School of Management Executive Education, led by Professor Mohanbir Sawhney – a globally-recognized scholar, educator and author – you’ll gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization and AI applications.


Online Programs

Professor Mohanbir Sawhney

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Who Should Attend

  • Business managers responsible for marketing decisions, organizational growth and/or innovation
  • Product managers
  • Marketing strategists
  • Individuals tasked with deepening customer engagement and increasing revenue
  • Anyone interested in learning more about customer insight, segmentation, behavioral marketing, content strategy, agile marketing and automation

Key Benefits

  • Go beyond traditional marketing practices and understand the digital world your customers inhabit
  • Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors
  • Discover how to evolve your marketing by incorporating data, analytics and optimization techniques for improved decision-making
  • Learn from other companies that are using new marketing technologies to inform their marketing and gain organizational efficiencies


Program Content

Module 1: A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 2: Understanding Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 3: Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 4: The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 5: Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 6: Accelerating Marketing Execution through Agile Marketing

Learn how to market better, faster, and stronger for organizations big and small.

  • Always-On Marketing
  • Moving from Conventional to Agile Marketing
  • Implementing and Scaling Agile Marketing

Module 7: Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase.

  • Marketing Mix Modeling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimization
  • Marketing Experimentation Process

Module 8: Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)

Capstone Project: Uber Case Study






Faculty

Mohanbir Sawhney - Academic Director; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

FAQ

What is Digital Marketing Strategies about and who is it for?

Digital Marketing Strategies takes a high-level strategic view of the modern marketing process and practice; it begins with developing customer insights, moves through content strategies and execution, and culminates in optimization and AI applications. Marketing leaders, as well as business managers and organizational leaders responsible for driving growth and innovation, will gain a practical understanding of what modern marketing looks like from an organizational perspective.

Is this program applicable to both B2C and B2B marketers?

Yes, it is relevant for both B2C and B2B marketers. Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program.

What is the program format?

The program consists of 8 modules delivered over 2 months online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. While the modules do not close, access to assignments is closed each week.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.

What methods will be used for grading and evaluations?

Kellogg program directors will review assignments, discussions and exercises to determine participants’ understanding of the material.

Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants.

What are the requirements for accessing the program?

Participants will need the following to access the Digital Marketing Strategies program:

  • Valid email address
  • Computing device connected to the internet (PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform
  • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts.

Do the programs offer a certificate?

Yes. Participants will receive a digital certificate of completion following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn.




Upcoming Sessions

December 6, 2018 – February 21, 2019

Start: December 6 at 12:00 AM

End: February 21 at 11:59 PM

$1,950

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018