Kinh Doanh - Tiếp Thị - Công Nghệ Thông Tin, it, phầm mềm, website, web, mobile app, trí tuệ nhân tạo, blockchain, AI, machine learning - Tài Chính - Financial Executive Education STRATEGIC MARKETING FOR THE DIGITAL AGE Ann Arbor OCTOBER 9-13, 2017 APRIL 10-14 , 2017 Hong Kong NOV. 27 - DEC. 1, 2017 This program arms you with the digital marketing tools needed to positively impact the organization’s brands. Top 5 Global Provider Don’t miss out; register today michiganross.umich.edudigitalage REGISTER TODAY Individual Benefits: Demystify the core drivers of the digital age and the role which they play in marketing Develop a structured approach to digital marketing and apply it to your unique business Create a toolbox of state of the art digital marketing methods Capitalize on the potential offered by the digital age Organizational Benefits: Leverage current assets in your organization more effectively Transform reactive tactics to proactive strategies Exploit new opportunities to reach target audiences Ignite pass-along and word-of-mouth activities within the market Contemporize marketing offering for the digital world Measure the impact of digital marketing campaigns in terms of specific marketing objectives Digital technologies have changed the way people interact... with each other and with business. This new ‘digital age’ has resulted in the disruption of long-standing marketing practices, and consequently has given rise to new opportunities. This program explores this fundamental shift in the market, and the subsequent shift in marketing practices. It takes an in-depth look at the new ‘digital consumer’ and examines how to harness the opportunities which the digital age offers. STRATEGIC MARKETING FOR THE DIGITAL AGE michiganross.umich.edudigitalage rossexecedumich.edu 734-763-1000 Who Should Attend Brand managers who seek a proven, structured approach to digital marketing Industrial, B2C, and B2B marketers who have yet to exploit digital marketing Marketers who are using digital marketing tactics but who want to improve strategic perspective CMOs and senior marketers who have little experience in digital marketing Leaders challenged with increasing their company’s digital marketing presence TYPICAL TITLES INCLUDE: Brand DirectorsManagers Marketing DirectorsManagers Advertising DirectorsManagers CMOs and other senior marketers The Experience During this exciting new five-day program, you are presented with a variety of learning opportunities in which you will engage with participants from a wide variety of industries and organizations many of who face similar digital marketing challenges which you currently face. Program topics will be presented through a combination of action-learning activities, group discussions, team exercises, lectures, case studies, and projects. Further, in this program you will learn how to use the N.E.T.S.™ framework as an approach to digital marketing. You will begin to research, design, execute, and control your own digital marketing campaign, and also use the N.E.T.S.™ framework as an analytical tool to identify and deconstruct well-architected digital marketing campaigns. TOOLS Explore newsfeeds and digital storytelling as a powerful marketing tool Learn how to design socially engineered content, messages, and experiences that spread Demystify hashtags as a digital marketing tool that aids brand connection Establish a toolkit of new and pre-existing technologies for you to design more effective, digitally integrated marketing campaigns SUCCESS Understand the impact of big data on marketing segmentation and predictive mapping Develop the ability to use analytics for measuring the effectiveness of your digital marketing efforts Establish an action plan for taking the N.E.T.S.™ model home and applying it directly to your company’s integrated marketing efforts SETTING THE STAGE Assess current challenges and company deficiencies as they pertain to the digital space Explore the dynamics associated with digital diffusion and its subsequent disruption across industries Establish the application of digital and its impact on marketing communication NETWORKS Discover how marketers can leverage human dynamics to excite the spread of ideas, messages, and products Understand how to leverage the dynamics of influence to stimulate behavioral adoption Learn how to apply your new knowledge of networks to design more effective, digitally integrated marketing campaigns ENVIRONMENTS Gain insights into the psychological triggers in our environment that causes people to take action and share Develop your ability to identify environmental conditions that shape network behavior Learn how to apply this new knowledge of environments to design more effective, digitally integrated marketing campaigns DAY ONE DAY TWO DAY THREE DAY FOUR DAY FIVE REGISTER TODAY JOHN BRANCH Professor of Business Administration John Branch is an award-winning educator, consultant, speaker, and educational leader, with almost 25 years of experience in more than fifty countries, most notably in the republics of the former U.S.S.R., including Latvia, Russia, and Kyrgyzstan. He has conducted management training in, and consulted to, numerous international companies, including British American Tobacco, Anheuser-Busch, British Telecom, Cargill, Mercedes Benz, Oracle, DELL, Coca-Cola, Michelin, Ericsson, and Nestlé. MARCUS COLLINS Michigan Ross Executive Education Professor; SVPExecutive Director, Social Engagement, Doner Advertising Marcus Collins is a culturally curious thinker with academic insight into the cognitive drivers that impact consumer behavior. He is the SVPExecutive Director of Social Engagement at Doner Advertising and was named one of Advertising Age’s 2016 40 Under 40. His strategies and creative contributions have led to the successful launch of Budweiser’s “Made In America” music festival, Bud Light Platinum, the Brooklyn Nets (Hello Brooklyn), and State Farm’s “Cliff Paul” campaign. Before his work in advertising, Marcus worked in partner marketing for iTunes and led digital strategy for Beyoncé. In addition to his agency duties at Doner, Marcus is an AACSB certified clinical instructor and teaches social media marketing at the Stephen M. Ross School of Business at the University of Michigan and Hyper Island. michiganross.umich.edudigitalage rossexecedumich.edu 734-763-1000 Real Impact Michigan Ross is committed to maximizing your return on investment. For example, one of the nation’s top integ...
Trang 1Executive Education
STRATEGIC MARKETING
FOR THE DIGITAL AGE
Ann Arbor
OCTOBER 9-13, 2017
APRIL 10-14, 2017
Hong Kong
NOV 27 - DEC 1, 2017
This program arms you with the digital marketing tools needed to
positively impact the organization’s brands.
Top 5
Global
Provider Don’t miss out; register today! michiganross.umich.edu/digitalage
Trang 2REGISTER TODAY!
Individual Benefits:
• Demystify the core drivers of the digital age
and the role which they play in marketing
• Develop a structured approach to digital marketing
and apply it to your unique business
• Create a toolbox of state of the art digital
marketing methods
• Capitalize on the potential offered by the digital age
Organizational Benefits:
• Leverage current assets in your organization more effectively
• Transform reactive tactics to proactive strategies
• Exploit new opportunities to reach target audiences
• Ignite pass-along and word-of-mouth activities within
the market
• Contemporize marketing offering for the digital world
• Measure the impact of digital marketing campaigns
in terms of specific marketing objectives
Digital technologies have changed the way people interact
with each other and with business This new ‘digital age’ has
resulted in the disruption of long-standing marketing practices,
and consequently has given rise to new opportunities This
program explores this fundamental shift in the market, and the
subsequent shift in marketing practices It takes an in-depth
look at the new ‘digital consumer’ and examines how to harness
the opportunities which the digital age offers
STRATEGIC MARKETING FOR THE DIGITAL AGE
michiganross.umich.edu/digitalage rossexeced@umich.edu | 734-763-1000
Trang 3Who Should Attend
• Brand managers who seek a proven, structured approach to digital marketing
• Industrial, B2C, and B2B marketers who have yet to exploit digital marketing
• Marketers who are using digital marketing tactics but who want to improve
strategic perspective
• CMOs and senior marketers who have little experience in digital marketing
• Leaders challenged with increasing their company’s digital marketing presence
TYPICAL TITLES INCLUDE:
• Brand Directors/Managers
• Marketing Directors/Managers
• Advertising Directors/Managers
• CMOs and other senior marketers
The Experience
During this exciting new five-day program, you are presented with a variety of learning opportunities
in which you will engage with participants from a wide variety of industries and organizations many of
who face similar digital marketing challenges which you currently face Program topics will be presented
through a combination of action-learning activities, group discussions, team exercises, lectures, case
studies, and projects Further, in this program you will learn how to use the N.E.T.S.™ framework as an
approach to digital marketing You will begin to research, design, execute, and control your own digital
marketing campaign, and also use the N.E.T.S.™ framework as an analytical tool to identify and deconstruct
well-architected digital marketing campaigns
TOOLS
• Explore newsfeeds and digital storytelling as a powerful marketing tool
• Learn how to design socially engineered content, messages, and experiences that spread
• Demystify hashtags as a digital marketing tool that aids brand connection
• Establish a toolkit of new and pre-existing technologies for you to design more effective, digitally integrated marketing campaigns
SUCCESS
• Understand the impact of big data on marketing segmentation and predictive mapping
• Develop the ability to use analytics for measuring the effectiveness of your digital marketing efforts
• Establish an action plan for taking the N.E.T.S.™ model home and applying it directly to your company’s integrated marketing efforts
SETTING THE STAGE
• Assess current challenges and company deficiencies as they
pertain to the digital space
• Explore the dynamics associated with digital diffusion and its
subsequent disruption across industries
• Establish the application of digital and its impact on
marketing communication
NETWORKS
• Discover how marketers can leverage human dynamics to
excite the spread of ideas, messages, and products
• Understand how to leverage the dynamics of influence to
stimulate behavioral adoption
• Learn how to apply your new knowledge of networks
to design more effective, digitally integrated marketing
campaigns
ENVIRONMENTS
• Gain insights into the psychological triggers in our
environment that causes people to take action and share
• Develop your ability to identify environmental conditions
that shape network behavior
• Learn how to apply this new knowledge of environments
to design more effective, digitally integrated marketing
campaigns
DAY
ONE
DAY
TWO
DAY
THREE
DAY FOUR
DAY FIVE
Trang 4REGISTER TODAY!
JOHN BRANCH
Professor of Business Administration
John Branch is an award-winning educator, consultant,
speaker, and educational leader, with almost 25 years of
experience in more than fifty countries, most notably in the
republics of the former U.S.S.R., including Latvia, Russia, and
Kyrgyzstan He has conducted management training in, and
consulted to, numerous international companies, including
British American Tobacco, Anheuser-Busch, British Telecom,
Cargill, Mercedes Benz, Oracle, DELL, Coca-Cola,
Michelin, Ericsson, and Nestlé
MARCUS COLLINS
Michigan Ross Executive Education Professor;
SVP/Executive Director, Social Engagement, Doner Advertising
Marcus Collins is a culturally curious thinker with academic
insight into the cognitive drivers that impact consumer
behavior He is the SVP/Executive Director of Social
Engagement at Doner Advertising and was named one of
Advertising Age’s 2016 40 Under 40 His strategies and
creative contributions have led to the successful launch of
Budweiser’s “Made In America” music festival, Bud Light
Platinum, the Brooklyn Nets (Hello Brooklyn!), and State
Farm’s “Cliff Paul” campaign Before his work in advertising,
Marcus worked in partner marketing for iTunes and led
digital strategy for Beyoncé In addition to his agency duties
at Doner, Marcus is an AACSB certified clinical instructor
and teaches social media marketing at the Stephen M Ross
School of Business at the University of Michigan and
Hyper Island
michiganross.umich.edu/digitalage rossexeced@umich.edu | 734-763-1000
Trang 6Real Impact
Michigan Ross is committed
to maximizing your return on
investment For example, one of
the nation’s top integrated health
delivery systems turned to
Michigan Ross to help their
mid- to senior-level leaders with
the following business challenges:
• Linking core competencies
to customer benefits
• Improving strategic agility
and leadership
• Assessing, driving, and
measuring customer service
and satisfaction
• Building high-performance teams
Upon completion of the program,
an independent study was
conducted to assess the
organizational and personal impact
of engaging with Michigan Ross
Here is what was found:
• A 310% return on program
investment
• A SIGNIFICANT
REDUCTION in key service
area wait times
• 25% of participants were
promoted within six months of
program completion
• 15% improvement in
decision-making
• 16% improvement in teamwork
REGISTER TODAY!
The University of Michigan
OVER 100 TOP RANKED GRADUATE PROGRAMS
- US NEWS AND WORLD REPORT
• Founded in 1817, University of Michigan is one of the first public universities in the U.S
• 101 graduate programs ranked in the top ten
• One of only two public institutions in the U.S consistently ranked in the top ten
• Top five for research productivity and intellectual capital
• Over 51,000 students, 5,600 faculty on three campuses from over 100 countries
• UM maintains a global presence including initiatives in Southeast Asia, Brazil, Russia, India and China
The Stephen M Ross School of Business
TOP 10 SINCE 1988 - BLOOMBERG/BUSINESS WEEK
Founded in 1924, the Stephen M Ross School of Business at the University of Michigan is grounded in the principle that business can be an extraordinary vehicle for positive change in today’s dynamic and global economy As a general management institution, Michigan Ross has earned unqualified acclaim for academic excellence:
• Consistently ranked in the top ten for all degree programs
• Approximately 230 faculty members who research, consult, and teach in all areas of business
In addition to top-ranked academic departments in the core business principles, the school provides unparalleled learning opportunities in leadership, entrepreneurship, sustainability, social impact, and emerging economies Our unique approach — which focuses on action-based learning and interdisciplinary, team-oriented situations — develops leaders and ideas that make a positive difference in the world
Executive Education
TOP 5 GLOBAL PROVIDER - FINANCIAL TIMES 2016
Michigan Ross Executive Education was recently named a Top 5 global provider by the Financial Times The FT survey examined the open enrollment programs offered at 75 schools, weighing factors from faculty to follow-up Among the highlights, Ross excelled with unique course design, renowned faculty, and participants reporting new skills and learning to impact personal and organization performance We offer 30+ diverse open enrollment offerings and numerous custom programs annually, serving more than 4,000 executives around the world Ross has locations
in Ann Arbor, Hong Kong, Mumbai, Malaysia, Singapore, and Thailand and delivers programs globally wherever our partners request We invite you to join us for any of our open enrollment or custom program offerings and to experience first-hand the Michigan Ross difference
Michigan Ross Custom Programs
Ross delivers custom executive development programs for organizations throughout the world
We start by gaining a deep understanding of your business strategy and talent needs, and then work with you to create an experience that develops individual participants, builds networks and relationships, and provides a foundation for culture and organizational transformation In close collaboration with you, we identify clear business and learning objectives, design learning experiences that align with those objectives, and bring together a world-class faculty team — often including your company’s leaders as teachers — to deliver a truly transformational experience for your top talent And we do all of this with a deep commitment to delivering results and a return
on your investment
No matter your business challenge or strategic priority, Ross can be your partner in success
If you are interested in customized solutions for your company, please contact us to arrange a
conversation with one of our managing directors: rossexeced@umich.edu or (734) 763-1000.
michiganross.umich.edu/digitalage rossexeced@umich.edu | 734-763-1000
Trang 7Program Details
Location: Ann Arbor | April 10-14, 2017 October 9-13, 2017 | Fee: $9,500 US
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Location: Hong Kong | Nov 27 - Dec 1, 2017
Fee: $9,500 US
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Fee includes:
REGISTER
TODAY!
#2
“Best College Towns”
-Livability, 2013
#1
“Most
Educated
Cities”
-Forbes, 2014
#1
“Best Main Streets”
Experience the Michigan Difference Around the World
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michiganross.umich.edu/digitalage rossexeced@umich.edu | 734-763-1000 Learn more or explore other programs online at: execed.bus.umich.edu
Trang 8Top 5
Global
Provider
DESIGNED FOR IMPACT GLOBAL PERSPECTIVE
Ann Arbor
APRIL 10-14, 2017
OCTOBER 9-13 2017
Hong Kong
NOV 27 - DEC 1, 2017
Executive Education
STRATEGIC MARKETING FOR THE DIGITAL AGE
Reserve your seat today— Register NOW!
michiganross.umich.edu/digitalage rossexeced@umich.edu
734-763-1000