The executive learning program “Marketing in a Digital World”, can be structured as a one or two day
programme with the modules below being interchangeable and selected for purpose.
1. MARKETING IN A DIGITAL WORLD MODULE
Human Centered Marketing
Against the backdrop of rapidly changing
technology and globalization, what does
the new African consumer look like? The
topic will explore the evolution of the
African consumers as well as
communication ideas that speak to their
hearts and minds.
Integrated Marketing Strategy
It is no longer sufficient to consider the
digital component as an “add on” to your
key strategies. How do you integrate
and optimize for maximum market
impact? The topic will explore some
successful strategies and case studies.
Creativity as a differentiator
At the intersection of humanity and
technology, businesses need a renewed
appreciation of the role that creativity
plays as well as the benefit of integrating
feasibility, viability and desirability to
solve human problems.
2. DIGITAL MEDIA MODULE
Integrated Media Planning
Planning routes to market on traditional
channels is augmented by always on
digital pressence, how should you be
thinking about implementing an “always”
on strategy that compliments all other
channels.
Search and Discovery Marketing
A deep dive into optimizing how your
business is found online. Understanding
the journey of consumers in the funnel
and on the Google network. The topic will
also give a detailed understanding of how
people discover brands online.
Understanding the role of platforms like
Facebook and Linkedin as well as the
journey of consumers on these
platforms.
Understanding engagement on
digital channels & the correct
metrics
This topic summarises search and
discovery marketing to the extent that
there is clarity around the correct
business metrics that drive business
value.
3. LEADING DIGITAL TEAMS MODULE
Leading at the speed of light
Exploring unicorn businesses that have
to deal with being at the cutting edge of
technology and industry. Understanding
some of the latent benefits, but also the
dark side of these businesses. The topic
will explore what the leader of the future
needs to be aware of, and how to survive
moving at the speed of light.
Managing Cross Functional Teams
In bigger organizations, people are called
to lead themselves, but also to lead
teams that may sit in remote places or in
very different parts of the business. The
topic will explore the best practice
approaches to managing highly
specialized cross functional teams
towards common goals or outputs.
Social Media & Organizational Risk
Organizations are increasingly realizing
how central social media is to their
business. We explores some broad
definitions of social media and paint a
global picture of the changes in
consumer behavior.
4. SUSTAINABLE TECHNOLOGY MODULE
Future Tech: Artificial
Intelligence, Virtual Reality
& Augmented Reality
Looking at a timeline of consumer
adoption of technology and mainstream
technology we paint a picture of what the
future might hold. The topic will explore
some exciting developments to
stimulate thought and consideration for
future proofing your business.
Data Strategy
The new currency is having access to
data, but the true value is in the insight
or intelligence that can be drawn from
the data. In this topic we understand
impactful data strategy and some key
organizational considerations in setting
up a capability that creates business
value.
A SAMPLE OF A TWO DAY PROGRAMME (8 TOPICS)
Day 1
• Ice Breaker, objectives and rules of engagement
• Session 1 – Human Centred Marketing – Exploring Empathy & It’s role in business;
• Session 2 – The evolution of marketing;
• Break
• Session 3 – Our New Context – Mobile Technology;
• Session 4 – The next wave – Sustainable Future Technology;
Day 2
• Day 1 Recap
• Session 1
• Session 2 – Understanding Engagement
• Break
• Session 3 – Discovery Marketing : Focus on Facebook, Instagram & linkedin
• Session 4 – Search & Display Marketing: Google Adwords, Google Display network
• Close out.
