Digital and Social Media Marketing Strategies: Integrating Traditional, Digital and Social Media Marketing for Business Growth

Technology has completely changed human behavior. In 1995, we went to a library to find information but today we can find it on the go with the mobile phones in our hands. Not surprisingly, how consumers used to go through the so-called “purchase funnel” has also changed drastically, making the traditional approach to marketing obsolete.
 
This course is about how to execute the classic “Four P’s” of marketing effectively in the brave new world of digital and social media marketing. We also discuss the disruptive role of new “Four P’s 2.0” of digital marketing – participation, phones, prediction and platform.

Dates and Venue

December 07, 2017 - December 09, 2017
INR 1,00,000 plus tax
ISB, Hyderabad Campus
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Who should attend

Executives with an interest in understanding how marketing should be done effectively in the digital age will benefit from this course. This includes participants from the marketing as well as the IT functions of firms.
 
Executives who work in companies that are not “digital economy” firms e.g. pharmaceuticals, retail, consumer-packaged goods, manufacturing and financial services, government departments, NGOs etc. will find the content to be particularly useful.

KEY BENEFITS

At the end of this course, you will be able to:
  • Conceptualize and plan social media marketing for achieving different objectives like customer engagement, or improving sales
  • Plan a digital advertising strategy across channels
  • Understand the role of predicting consumer behavior in your promotion process
  • Understand new pricing models and the use of mobile coupons in phones for personalized pricing
  • Leverage approaches for viral marketing.
  • Appreciate the complementary role of online and offline channels
  • Get up to speed about the opportunities and challenges coming your way due to emerging trends like the Internet of Things and Platforms
  • Understand the crucial role of A/B testing in the decision process with digital media

INDICATIVE LIST OF PARTICIPANT COMPANIES

  • 3M India Limited
  • Apollo Hospitals Group
  • ITC Limited (Foods Divison)
  • Saint-Gobain India P Limited
  • SAP India Private Limited
  • Times Business Solution, Timesgroup
  • Zomato Media Pvt. Ltd.

Faculty

Ravi Bapna, Chair Professor in Business Analytics and Information Systems, Carlson School of Management
Amit Mehra, Associate Professor in Information Systems, UT Dallas Naveen Jindal School of Management