Marketing Leading Digital Marketing

and Sales Strategy

EXECUTIVE EDUCATION
FOR A RAPIDLY CHANGING WORLD
__________

EXPAND YOUR HORIZON. MAKE AN IMPACT.

__________
2 Leading Digital Marketing Strategy Leading Digital Marketing Strategy 3

EXECUTIVE EDUCATION FOR

A RAPIDLY CHANGING WORLD Since 1967, INSEAD has led the
way for innovative and influential
learning experiences for business
executives around the world.
In today’s rapidly changing
business environment, we are
not only embracing digital
transformation and innovation,
but also building upon our
strengths — informed global
perspectives, an exceptional
faculty and flexible, forward-
looking educational practices
— to take executive education to
new heights.

Each year, more than 11,000

__________ __________ __________ executives from leading
international organisations attend
164,000+ 130+ 145+ over 40 open programmes.
EXECUTIVES SINCE 1967 NATIONALITIES AND UNIQUE WORLD-CLASS, THOUGHT- Operating from 3 different
CULTURAL PERSPECTIVES LEADING FACULTY campuses in Europe, Asia and
the Middle East, we provide
transformational learning
experiences that support your
career growth at every stage.
__________ __________ __________

3 2,000+ 11,000+
FULL CAMPUSES ACROSS EUROPE, ORGANISATIONS PARTNER WITH PARTICIPANTS YEARLY
ASIA AND THE MIDDLE EAST US EVERY YEAR
4 Leading Digital Marketing Strategy
Leading Digital Marketing Strategy
Value creation in a
digital world
Although the impact of digitisation is not new,
the digital economy is entering a new age that
presents unprecedented challenges – but also
many opportunities – for executives.
Digital tools and trends are invading the
business environment, provoking significant
changes in the way we communicate, consume,
work, buy and sell. In many cases these trends
profoundly disrupt industries and change the
way companies do business. The new tipping
point has been reached, and the accumulation
of business successes (and failures) in recent
years now offers solid grounds on which to
design innovative digital marketing strategies.
Leading Digital Marketing Strategy is a three-
day programme through which participants
learn how companies can tackle digital
transformation and drive innovative marketing
strategy through customer-centricity. Interactive
sessions-including award-winning case studies,
group exercises and practical workshops-
explore the challenges and opportunities
of digital transformation and aim to help
managers from across functions make better
business decisions for future growth.
Driving the digital transformation by changing
organisation, processes and technology without
putting the customer at the centre of your
digital strategy simply does not work. After all,
today’s customers inhabit a digital world where
they expect more, are better informed, trust
their peers and are more involved. Not only
do they have more choice, they now also have
https://www.insead.edu/executive-education/marketing-sales/leading-
digital-marketing-strategy
a voice. The customer experience is therefore
at the heart of our Leading Digital Marketing
Strategy programme.
As digital advances unlock new ways for
customers to speak up and interact with
businesses, Leading Digital Marketing Strategy
will help you rethink the customer journey to
build positive and relevant experiences across
all channels and touchpoints – and ultimately
create both value and competitive advantages
for your company.
Key benefits
— Recognise digital megatrends and best
practices – and the disruptive impact they will
have on your business
— Enhance operations through digitisation to
foster brand creation or brand building in the
digital world
— Develop a digital, content-driven strategy
that enables stronger engagement with
customers and creates outstanding customer
experiences
— Understand the new rules of competition as
well as today’s customers and their evolving
needs and expectations
— Learn how to leverage data and how to
measure the success of digital marketing
in terms of brand awareness, association,
engagement and ROI
Faculty
Programme Directors
Joerg
Niessing
Affiliate Professor of Marketing
David
Dubois
Assistant Professor of Marketing
Programme content
Megatrends that disrupt your market(s)
— Learn how digital and social disruptions can
affect different aspects of your value chain
— Discover how digital and social practices can
generate novel massive content about your
brands or products and how you might meet
these challenges
Impact of digital on the competitive
landscape
— Understand when digital and social media
practices foster new business model
innovations and change the competitive
landscape
— Know what kinds of threats and opportunities
emerge out of digital and social practices
Social media strategy as a commercial driver
— Recognise how value creation through social
and digital tools differs from value creation
through traditional marketing techniques
— Select and use social media channels to
create novel value
— Leverage strategic social media frameworks
to initiate and develop new relationships
with customers that yield higher financial
performance
Leading Digital Marketing Strategy 5
— Integrate social media into your brand
strategy
— Measure social media ROI
Making better business decisions through
online research and ‘big data’
— Understand how companies can
systematically harness online data/social
media to create new value
— Leverage big data to integrate digital
intelligence into strategy
— Experience digital listening through live
interactions with online platforms
Content creation, curation and dissemination
for brand building
— Transform your brand into a content producer
— Create, curate and disseminate content
through online channels
— Understand how companies can successfully
address online conversations and create
monitoring systems to avoid value destruction
through negative buzz
— ‘Hijack’ online conversations and create
value in the short-term by increasing brand
relevance
Participant profile
— Executives and senior managers from all
business areas who wish to develop a
strategic understanding of digital marketing
and how to develop a roadmap for digital
business transformation in their organisations
— Executives seeking to develop new
sustainable business models, manage change
and extract value out of changing markets in a
digital world
— Executives aiming to lead digital initiatives in
their company or industry
— Executives and senior managers who want to
learn about sustainable marketing strategies for
‘generations Y and Z’
6 Leading Digital Marketing Strategy
Certificate
in Global
Management
Deepen your global
management and leadership
skills at one of the world’s
leading business schools.
https://www.insead.edu/executive-education/certificate-global-management
Leading Digital Marketing Strategy 7
THE STRATEGIC WAY TO
DEVELOP YOUR CAREER
The INSEAD Certificate in Global Management
is a formal recognition of continuous professional
development in the areas of global management
and leadership.
The certificate allows you to strategically plan your
development needs at a pace that fits your career
progression. Simply complete 3 programmes,
totalling 15 days minimum, over a 4-year period.
WHY CHOOSE THE CERTIFICATE?
1ST CLASS EDUCATION PERSONAL DEVELOPMENT PLAN ENROLMENT
The Certificate in Global Management provides ASSESSMENT Select and attend at least 3 To enrol, you can visit our
you with a credential and formal recognition from
the top global business school in the world. Learn
from world-class thought leaders and gain fresh
Talk to our experienced
programme advisors for a
programmes, totalling 15 days
or more, over a 4-year period.
website to download and
complete our pre-application
form, indicating the programmes
perspectives on the latest business trends. personal assessment and
identify the skills that you would
OPTION 1
Complete 1 Core Programme
that you are considering for your
certificate. A programme advisor
like to develop or reinforce.
ALUMNI STATUS
+ 2 Specialised Programmes will then be in touch to review
Join our elite worldwide network of 51,000+
your options and help you with
alumni in 172 countries and benefit from lifelong Build your personalised learning
OPTION 2 the application process for your
networking, professional development development plan under the
close guidance of our team of
Complete 2 Core Programmes first programme.
opportunities and preferential rates for all Executive
Education programmes. advisors.
+ 1 Specialised Programme
Alternatively, you can contact a
OPTION 3 programme advisor to discuss
FLEXIBILITY
Complete 3 Core Programmes the enrolment process.
Within a 4-year period, you have the time to identify
and select the programmes that best address your
OPTION 4 Europe tel: +33 (0) 1 60 72 43 56
development needs as your career evolves.
Complete 1 Customised Asia tel: +65 6799 5405
Programme (minimum 3 days)
+ 2 Programmes (core or Email: CGM_contact@insead.edu
specialised)
8 Leading Digital Marketing Strategy Leading Digital Marketing Strategy 9

Calendar 2017-2018
Programme Date Location Length Fee* Level

Leading Digital 1-3 November 2017 Fontainebleau 3 days €7,250 – Experienced General
Marketing Strategy
11-13 April 2018 Fontainebleau 3 days €7,250 Manager
– New General Manager
– Senior Functional Manager
– Functional Manager
– New Manager
– Specialist

Participants are advised to arrive the evening before as the programme starts early in the morning, unless otherwise noted.

Practical Information
Application procedure
Places on the programmes are confirmed
on a first-come, first-served basis, taking into
consideration the applicant’s level, objectives and
the diversity of the classes.
We recommend that you submit your completed
application form as early as possible, preferably
six weeks prior to programme commencement.
The Admissions Committee will review your
application and advise you on the outcome
as soon as possible. Please do not hesitate to
contact us if you have any questions about which
programme may best suit your objectives or for
any additional information.
Tuition fees*
The programme fee covers tuition, course
materials and lunches on working days as
well as the closing dinner. It does not include
travel, accommodation and other incidentals.
Participants will have to settle accommodation
expenses and other incidentals before the end of
the programme.
*Fee subject to change. VAT/GST shall apply at prevailing rates
according to prevailing laws and regulations.
INSEAD does not discriminate on the basis of race, gender,
sexual orientation, religion, national or ethnic origin, age or
disability in the administration of its educational policies,
admissions policies, scholarship and loan programmes,
employment or other INSEAD-administered programmes.

Note: all our Open Programmes are taught in English and

participants should be able to exchange complex views, listen
and learn through the medium of English. Contact us
For further information on Leading Digital
Marketing Strategy, contact:

INSEAD Europe Campus

Perrine Wirth-Cezard
Tel: +33 (0)1 60 72 45 27
Fax: +33 (0)1 60 74 55 13
Email: LDTI_Contact@insead.edu

Visit our website: https://www.insead.edu/

executive-education/marketing-sales/leading-
digital-marketing-strategy
10 Leading Digital Marketing Strategy

3 full campuses
across Europe,
Asia and the
Middle East
INSEAD Europe Campus
Boulevard de Constance
77305 Fontainebleau Cedex, France
Tel: +33 (0)1 60 72 42 90
Fax: +33 (0)1 60 74 55 13
Email: execed.europe@insead.edu

INSEAD Asia Campus

1 Ayer Rajah Avenue
Singapore 138676
Tel: +65 6799 5288
Fax: +65 6799 5299
Email: execed.asia@insead.edu

INSEAD Middle East Campus

Muroor Road, Street No. 4, P.O. Box 48049
Abu Dhabi, United Arab Emirates
Tel: +971 2 651 52 00
Fax: +971 2 443 94 61
Email: execed.mena@insead.edu

https://www.insead.edu/executive-education/