Module 1: Brand building strategies in the digital era
A brand is one of the most critical strategic assets for any organisation. This is especially true in the digital era, where products and services are increasingly intangible. As customers forge meaningful connections with organisations from which they obtain products and services, they increasingly relying on brands to guide their purchasing decisions. Therefore, in the contemporary business world, branding is one of the few strategies that can help build a sustainable advantage over competitors in the long run.
This module provides a comprehensive framework for brand building and management in the context of the digital era. It covers topics such as the essence of a brand in the digital era, the brand evolution process, the triangle model of brand building, integration of internal and external branding, and effective branding approaches in both B2B and B2C markets. This digital branding module goes beyond focusing on using digital platforms for brand promotion or communication and explores how organisations should fundamentally alter their approaches to brand building, incorporating the new business paradigm defined by digitalisation, AI, and customer empowerment.
Module 2: Customer-Centric Strategy and Analytics-Driven Insights
This module leverages and integrates the latest insights from business practices and research to offer a fresh perspective on how to address contemporary digital disruptions and create value. Although the focus is the customer, we will discuss how to best tackle fast-paced changes in the ecosystem, notably emerging digital competitors, the rise of new talents and capabilities and new partners and collaborators. You will also work on powerful digital marketing simulations to put your learnings into practice and evaluate the digital maturity and value of different tools for creating customer value through relationship-building.
Module 3: Building the Digital Marketing Organisation
Understand how to empower your team through data visualisation and build new internal processes and tools to create a culture of data collection and analysis. Learn how to turn your organisation into a content producer and integrate AI and GenAI into your content strategy. Drive the digital transformation of your marketing organisation through effective task prioritisation and technology integration, including AI and machine learning.
