Discover how digital technology is transforming consumer behavior and decision making.
Leverage the power of analytics to formulate new strategies and solutions to drive
business results.
The course enables participants to understand the economic logic and technical capabilities
driving the on-going digital transformation and disruptions in diverse industries;
analyse and navigate digital ecosystems, platforms, and new business models; understand
the opportunities and challenges created by AI and smart algorithms; design organizational
structures, practices, and cultures that leverage the potential of contemporary digital
technologies; and understand how to design and implement digital transformation programs.
Digital technologies are means to serve the end of marketing. This course is therefore
designed to focus on how to develop a holistic and strategic understanding of digital
transformation for marketing. Moreover, it also takes a practical approach to introduce
useful tools and frameworks for planning and execution. Through faculty presentations,
case studies, and small-group discussions, delegates will master the fundamental principles
that remain valid in the digital economy; rethink the customer journey; investigate
the latest trends in digital marketing; master how to leverage multiple digital channels
to achieve marketing objectives; and deliver positive and relevant experiences across
all channels and touchpoints.
Blockchain is the technology underlying new digital currencies such as bitcoin. It
provides a very secure platform to transact on a global scale. This course will introduce
delegates to the concepts of blockchain and how it is and can be used in the world
of business today.
