Digital Marketing Innovation

Course Overview

Led by award-winning expert in digital marketing and analytics, Professor Raj Venkatesan, this program will help managers and leaders jumpstart their digital marketing strategy by employing AI and machine learning to capture and leverage valuable customer insights to provide personalized experiences—from product development to advertising to channel management to pricing to point of sale of promotions and beyond—whose value for customers will increase exponentially over time.

Topics include:

• Consumer Insights
• Big Data in Marketing
• Digital Business Models
• Creating Customer Value
• Customer Journey Maps
• Omni-channel
• Media Attribution
• Consumer Data Privacy
• Digital Promotional Strategy
• Mobile Marketing
• Network Effects
• Marketing ROI

Impact & Outcomes

• Develop plans that supercharge your marketing to create superior, personalized value and deliver amazing omni-channel customer experiences.
• Address the trade-offs between data availability and consumer privacy.
• Leverage the essential principles of marketing through the use of digital platforms.
• Generate consumer insights from big data available on digital platforms.
• Comprehend how consumer brand relationships evolve as a result of digital technology.
• Optimize marketing results using measurement and analytics.
• Craft a road-map for personalizing marketing at scale.

Participants

Mid to senior-level marketing managers and executives, sales and business development managers, market research analysts, product managers, and communications & public relations managers.

Certificate

The Digital Marketing Innovation program counts as one program toward a noncredit Darden Certificate in Management. Complete this program and three additional programs to earn your certificate.