Marketing in the Digital Age

The digital revolution has created tremendous challenges for businesses across the world. The old ways of connecting with the consumers, offering and extracting value from them, and developing appropriate marketing mix strategies are in turmoil. The digital age demands a fresh approach towards all the core areas of marketing such as consumer decision making, segmentation, going to the market and relationship building.

Marketing in the Digital Age focuses on effectiveness of marketing in the context of today’s evolving digital business environment. This programme enhances participants’ understanding of the current and potential impact of the digital revolution on one’s industry. The participants will also get an exposure to approaches and frameworks employed by successful players in the field and an enhanced ability to manage company’s transition to the digital age.

BENEFITS

The programme offers deeper understanding of digital perspective of traditional marketing concepts. In this programme, you will;
• Understand opportunities and threats emanating from the digital age
• Review industry disruption due to digital trends and emerging business models
• Recognise digital and marketing tactics for product development (crowd sourcing etc.)
• Learn to devise new pricing and monetisation strategies for evolving products
• Assess the value proposition of going to the market via digital, social and mobile channels
• Understand the mechanics of social media and viral marketing
• Learn to manage integrated digital platforms and channels
• Understand and strategize for modern crises management in the digital age



FEE

Programme Fee : PKR 80,000
Residential Fee : PKR 40,000

PROGRAMME DIRECTOR

Farrah Arif
Assistant Professor, Marketing
PhD, University of Cambridge Judge Business School, UK

Research Interests:
Marketing Strategy; Consumer Behavior; Marketing Research; New Product Development and Innovation; Entrepreneurial Marketing

For further information please contact:
Marketing Manager, Rausing Executive Development Centre
Monday - Friday, 9:00 a.m. – 5:00 p.m.

Tel: +92-42-35608119, +92-42-35608243
Fax: +92-42-35722691
Email: rec@lums.edu.pk