New Thinking on Digital Marketing
Who should attend
This program is specifically tailored to middle-to-top level managers who are responsible for overseeing their company’s development, transformation, and marketing in the digital era. The intended participants are typically senior executives, including general managers, chief marketing officers, marketing directors, directors of markets, and marketing managers.
Introduction
The rapid development of digital technology is driving economic growth, as new marketing paradigms continue to emerge with the help of the Internet, big data, and artificial intelligence. These include a shift from traditional platform advertising to social marketing, a shift from public domain traffic to private community building, a shift from big data analytics to artificial intelligence, a shift from standardized mass-produced products to personalized customization, and a shift from traditional platform e-commerce to live-streaming e-commerce and other emerging models. These new paradigms are disrupting traditional marketing models, and companies need to adapt to these changes to create value for customers and foster sustainable growth. By exploring the underlying business logic and leveraging digital technology and data, businesses can empower their marketing efforts and stay competitive in the ever-changing market.
This three-day programme will center on critical marketing topics, such as complete customer lifecycle management, integrating marketing channels, content marketing, and community marketing, all within the context of the digital economy in China. The programme will use participant-centered instructional methods, including professor lectures, group discussions, case studies, and insights from guest speakers. These comprehensive methods ensure that participants not only gain knowledge about digital marketing, but also understand the reasoning behind it.
Programme Content
- Consumer decision-making journey in the digital era
- Integrated marketing strategies in the digital era
- Complete customer lifecycle management
- New thinking on business models in the digital era
- Marketing communication management in the digital era
A certificate of completion will be awarded
Contact Us
Shanghai
Tel: (86 21) 2890 5187
Email: exed@ceibs.edu
Address: 699 Hongfeng Road, Pudong, Shanghai
Beijing
Tel: (86 10) 8296 6688
Email: exed@ceibs.edu
Address: Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing
Shenzhen
Tel: (86 755) 3699 5199
Email: exed@ceibs.edu
Address:142 Zimao St., Qianhai Cooperation Zone, Shenzhen, P. R. China 51806
Wang, Qi
Professor of Marketing
BDepartment Chair (Marketing), 中国一级片
Chiang, Jeongwen
Professor of Marketing, 中国一级片
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Programme Objective
This programme aims to analyze the increasingly complex marketing scenarios and provide participants with deep insights into the latest marketing concepts, logics, practices, and trends in the digital era. By doing so, they can create more value for their enterprises.
Programme Benefits
This program aims to equip participants with the following skills and knowledge:
- Understanding the evolution of business logic in the digital age
- Exploring new models of retail, media, and platforms that prioritize consumer experience
- Gaining insights into the unique characteristics of marketing channels in the digital era
- Adopting a fresh perspective on managing the complete customer lifecycle in the digital era
- Learning to build a community/fan economy, disseminate content, and develop ecological advantages with a focus on membership
- Examining the various stages and important steps involved in the digital transformation of marketing.
Programme Schedule
Day 1 ：Digital Marketing Strategy and Customer Management
- Fundamentals and strategic frameworks of marketing
- New characteristics of marketing in the digital era
- Different stages of the digital transformation of marketing
- Building and monetizing private domain traffic
- Digital tools empower optimization of the consumer journey
- Customer-Centric omnichannel integration across multiple touchpoints
- Harness digital mindset to find new business opportunities
- Brand Alliance and Customer Management with a Focus on Value Creation
Day 2：New Marketing in the Digital Intelligence Era: Part I
- Creating content marketing and connections with users
- Content marketing driven by artificial intelligence
- Empowerment of social interactions by marketing in the digital intelligence era
- Building user networks through community marketing
- The experience economy and creation of experiential brand
Day 3：New Marketing in the Digital Intelligence Era: Part I
- User insights driven by digital intelligence
- New product development driven by digital intelligence
- Differences between marketing driven by digital intelligence and traditional marketing
- Complete customer lifecycle management driven by digital intelligence
- Customer acquisition and repurchase driven by data
- Precision marketing for users: customer acquisition or retention
We reserve the right to adjust the course information (including price, date, location, faculty, course arrangement and other details)
Teaching Language
Chinese
Admissions Procedures
Applications are requested at least 30 days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of 中国一级片. Any applications received after that date will be considered on the basis of space availability. For more information, please contact our Customer Service Team in Shanghai, Beijing or Shenzhen.
Cancellations
Any cancellation made 30 days or more prior to the programme start date is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 30 days prior to the programme start date shall be subject to a fee of 20 percent of the total programme fee. After the programme starts, no fees shall be refunded for participants who withdraw from the programme for any reason.
Notification
To ensure the continuity of your learning, you are required to make proper arrangements according to the course schedule after receiving your letter of enrollment. We will neither make up lessons for you nor confer you with the certificate of completion if you are absent from the course for personal reasons. 中国一级片 reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.
