Digital Marketing Strategy

HEC Montréal Business school
Montreal, Quebec, Canada

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' The Increasing digitization of economic activities deeply impacts the overall configuration of business models and generates major mutations. Such mutations can be incremental only and apply to conventional business models. Or they can be disruptive and translate into the creation of new-to-the-world business models. Whatever the magnitude of change, many experts refer to Darwin and promote a controlled evolution instead of a bloody revolution. All of them are in search of value creation for both customers and firms. Marketing, innovation and execution are the key drivers of success. The stake is as high as the task is complex. The main goal of this course is to help MBA students to master these emerging business realities. The specific objectives are:

1/ Measuring the impact of digital technologies on marketing equity in general and brand commoditization in particular

2/ Learning how to sell commodities at a profit and how to create customer value in a digital economy

3/ Forecasting the challenge posed by the cut-throat nature of disruptive digital technologies on product-market definition and reassessing the competitive edge of any firm

4/ Re-inventing digital media strategy as advertising turns to cable and the net

5/ Designing and executing successful distribution models under a digital perspective

6/ Focusing on the manufacturing-marketing interface and looking even further for an extensive marketing integration within the set of business management processes enabled by digital technologies
...''

Phone:514 340-6000

School Address:

HEC Montréal
3000 Chemin de la Côte-Sainte-Catherine
Montreal, Quebec, Canada H3T 2A7


Jobs & Resumes: Montreal
Houses & Roommates: Montreal

SAP Certification
ITIL Certificate
Supply Chain Management
IT Strategic Management
International Investments
International Capital Markets
Global Marketing
Global Logistics
Integrated Marketing Communication
Services Marketing
Mergers and Acquisitions
Being a CEO
Small Business Management

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