NYU Stern
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Digital Marketing Strategy for Senior Executives

Date
December 3 - 5, 2014
Location
NYU Campus, Greenwich Village
Cost
$5,100 (Accommodation not included)
Other Dates

The emergence of the Internet has drastically changed various aspects of an organization’s operations. Some traditional marketing strategies are now completely outdated, others have been deeply transformed, and new digital marketing strategies are continuously emerging based on the unprecedented access to vast amounts of information about products, firms, and consumer behavior. From Twitter to Facebook to Google to GroupOn to Apple, the shared infrastructure of IT-enabled platforms are playing a transformational role in today’s digital age.

The Internet is now encroaching core business activities such as new product design, advertising, marketing and sales, creation of word-of-mouth and customer service. It is fostering newer kinds of community-based business models. There is a lot of economic value accruing from the content generated in spaces mediated by social media. There are tangible means for monetization of content through newer forms of online advertising and interactive marketing tools on the mobile web. These processes are just beginning and will have enormous impact on our activities and the way we relate to people and organizations. Traditional marketing has always been about the 4Ps: Product, Price, Place, and Promotion. This course will examine how the digital revolution has transformed all of the above, and augmented them with the 5th P of Participation (by consumers).

In this program, we will examine best-practices related to the business use of social media and digital marketing. While there will be sufficient attention given to top level strategy used by companies adopting social media and digital marketing, the course will also focus on digital analytics oriented tools: how to make organizations more intelligent in how they conduct business in the digital age. Measurement plays a big role in this space. Thriving in such an environment requires the understanding and leveraging of the major mega-trends of today such as Digital Attribution Social Listening, Big Data and the Social-Graph for external and internal business innovation. Based on the composition of the participants, we will discuss how specific firms can create a comprehensive social media and digital marketing plan and execute it. At the end of two days, they will be able to speak the digital language and sell it internally.

Program Benefits:

During this program participants will:

  • Develop a framework for quantifying the returns on social media and digital marketing
  • Understand cross-platform and cross-device effects in digital attribution analyses
  • Examine the mobile landscape and learn key metrics in mobile marketing analytics
  • Understand the fundamentals of social network marketing such as peer influence and homophily
  • Discover how to extract business intelligence from social listening tools
  • Learn how businesses can tap into the open innovation opportunities in the digital world
  • Examine the best practices in social media and digital marketing from multiple perspectives in multiple industries.


This program is eligible for Continuing Professional Education Credits (CPE).  Please contact the NYU Stern Executive Education office for more information.

*Please note that the program is subject to be cancelled under unforeseeable circumstances.

Program Faculty

Anindya Ghose

Anindya Ghose is a Professor of Information, Operations, and Management Sciences and a Professor of Marketing. He is the co-Director of the Center for Business Analytics at NYU Stern. He is the Robert L. & Dale Atkins Rosen Faculty Fellow at NYU's Leonard N. Stern School of Business. He is also a Daniel P. Paduano Fellow of Business Ethics at NYU Stern. He has been a visiting Professor at the Wharton School.

His research analyzes the economic consequences of the Internet on industries and markets transformed by its shared technology infrastructure. He is an expert in quantifying the economic value from user-generated content in social media; estimating the impact of search engine and display advertising; modeling consumer behavior on the mobile Internet; modeling the impact of Internet-based crowdfunding and crowdsourcing markets; and measuring the welfare impact of electronic markets. He has worked on product reviews, reputation and rating systems, sponsored search advertising, mobile commerce, mobile social networks, crowdfunding, product search engines, and online markets. He has also worked on the economics of IT-based price discrimination and the economics of information security. He frequently consults for leading firms in the advertising, digital media, information technology, retail, financial services, telecommunications, and travel industries on projects related to internet marketing, social media analytics, mobile marketing and digital marketing analytics. He also plays a senior advisory role to several start-ups in the Internet space. Read his full bio

 


Ravi Bapna

Dr. Ravi Bapna is the Board of Overseers Professor of Information and Decision Sciences Department at the Carlson School of Management, University of Minnesota. He also serves as the Executive Director of the Srini Raju Centre for Information Technology and the Networked Economy (SRITNE) at the Indian School of Business. He teaches graduate students and executives on how to align business and IT for sustainable competitive advantage. Bapna heads the CIO Academy at the Indian School of Business as well as co-directs the Identity Initiative, an inter-disciplinary research initiative aimed at assessing the socio-economic impact of India's Unique Identity (UID) project.

Prior to joining Carlson, Professor Bapna was an Associate Professor and Ackerman Scholar in the Operations and Information Management Department at the School of Business, University of Connecticut. His research interests are in the areas of economics of information systems, online auctions, e-market design, Grid computing, and the design of the IT organization. His research has been extensively published in a wide array of journals such as Management Science, Informs Journal on Computing, Statistical Science, Information Systems Research, Journal of Retailing, MIS Quarterly, Decision Sciences, CACM, Naval Research Logistics, DSS, EJOR and ITM. His views have featured in the Financial Times, Wall Street Journal, LiveMint, India Knowledge at Wharton, The Economic Times and Business Today. Read his full bio


Program Participants


Who Should Attend:

  • CMOs and Aspiring CMOs
  • Digital Marketing and Advertising Managers
  • Social Media Managers
  • Product Managers and Brand Managers
  • Account Executives in Ad Agencies
  • Digital Marketing Strategists and Analysts
Program Agenda
Day One Day Two


Session 1

Digital Marketing
and Attribution Analysis

Session 2

Mobile Marketing Strategies and Analytics


Networking Reception


Session 3

Social Media Strategy

Session 4

Social Networks and User Analytics


Day Three
             

 

Session 5

Social Listening and Big Data Analytics

 

Session 6

Open Innovation Driven Digital Marketing Strategies

 Program Conclusion and Evaluation

 

Program Session Details

Day 1

 


Session 1

Digital Marketing and Attribution Analysis

  • Strategic search engine marketing, web analytics, and digital advertising models.
    • New metrics (audience/channel specific/universal engagement metrics) for evaluating success of digital marketing campaigns.
    • Hands-on case analysis on how to leverage search advertising in generating customer sales in a cost-effective manner.
  • A framework for digital marketing attribution.
    • Digital attribution across different media and different devices.
    • Hands on data analyses of multi-channel budget allocation in digital marketing.

 


Session 2
Mobile Marketing Strategies and Analytics 

 

  • Painting the mobile landscape: mobile internet, mobile apps, mobile ads, mobile commerce.
    • Key metrics and analytics in quantifying the value of mobile marketing.
    • Mobile and tablet consumption in consumer path to purchase.
    • Value of mobile apps for brands, marketers and firms.
    • Case analyses of mobile marketing and mobile advertising adoptions.
    • Cross device and cross platform synergies between smart phones, tablets and PCs.

Networking Reception

Day 2


Session 3

Social Media Strategy

  • How social media is changing businesses.                       
    • Discuss key attributes, affordances and norms of the major social media platforms such as Facebook, Twitter, and Pinterest.
    • Discuss social media marketing strategies and excution in various industries.
    • Case studies of successful case studies and learnings from therein.
    • Creating the next generation social enterprise.


Session 4
Social Networks and User Analytics 

  • Using social media networks for brand value.                     
    • Distinguishing homophily from influence in social networks.
    • Understanding and leveraging the peer influence process.
    • Discuss different mechanisms through which products and ideas go viral.
    • The science of viral marketing
  • Methods for measuring the true impact of social networks and word-of-mouth 
    • Executing statistical tools, experimental testing and randomized trials in the digital world.

Day 3


Session 5

Social Listening and Big Data Analytics 

  • Social listening and text analytics  
    • Sentiment analyses and opinion mining of user-generated content.
    • Generating marketing intelligence from mining social media content.
  • Learning from past market campaigns.
  • Hands on case analyses to build a Facebook community.
    • Generate consumer insights and monetize Facebook fan page activity
    • Using social media channels to actively engage customers and communities
    • Social media metrics and social graph analyses

Session 6
Open Innovation Driven Digital Marketing Strategies

  • Achieving rapid, low-cost innovation in product design and marketing using 3Cs: crowd-sourcing, contests and communities
  • Connecting brands to consumers: a new ecosystem.
  • Using contests to create customer intimacy.
  • Emerging principles and key learnings in crowd-funding for digital marketing.
  • Concluding thoughts and “hands-on” discussion on implementing social media and digital marketing.


Program Conclusion and Evaluation