Digital Marketing Foundations for Executives

For businesses today, it’s critical to understand the digital landscape and precisely how customers perceive and interact with their brands. In an age where a simple tweet can start a wave of great or bad publicity, it’s important for companies to understand and control their digital exposure to proactively design and develop holistic digital strategies.

In this executive course, through a combination of instruction, exploration of best practices and group projects, participants will get a comprehensive overview of the digital landscape. Students will explore key foundational concepts in social and digital media and expand on them to create dynamic social and digital media marketing strategies while optimizing for efficiency and effectiveness.

Tentative Agenda

Unit 1: Introduction to Digital Marketing

The marketing landscape has changed drastically in the past decade. This module will walk us through the evolution and changes to the way we sell products. In addition, we will explore the significant impact of those changes to the way companies do business today.

Unit 2: Digital Marketing Tools

Technological advancements have made it possible for startups and small companies to asymmetrically compete with much larger organizations. In this module we will have a robust discussion on best practice digital marketing tools and their effectiveness.

Unit 3: Digital Marketing Strategy

While the availability of technology can be a game changer, these tools are useless if they are not underpinned by robust and effective strategic execution. In this module, we discuss best practices for the development and execution of digital marketing plans.

Unit 4: Digital Marketing Strategy

Companies are continuing to find diverse new tools and platforms to use for their digital marketing. As these tools advance, identity management and governance are becoming more important. The potential exposure companies face for getting this wrong could be devastating. In this final module, we discuss the impacts of both GDPR and CCPA on organizations and what it takes to remain compliant.