Lead Faculty:   Gerardo Rivera Ungson

Digital Marketing and Strategy: The Competitive Landscape Beyond The Dot-Com Era

The first day will discuss trends that characterize the emerging digital-based economy. Using a unique teaching format that is jointly delivered by an academician and a practitioner, the class will examine implications on business models. The first day will also examine the Internet as a recent technology and how firms continue to successfully use the Internet beyond the dot-com era.

• Digital Marketing & Strategy: The Competitive Landscape Beyond the Dot-Com Era

• 3 Key Trends

• Challenges In The Digital Age For Marketing People

• The Significance of the Internet as a Marketing Medium

• Developing Business Models

• Successful Business Models in the New Millennium

• Electronic Marketing and E-Business

Lead Faculty: Gerardo Rivera Ungson

The Economics of the internet and New E-Marketing Imperatives

The second day will focus on developing effective Internet marketing strategies. Specifically, it will discuss how the nature of digital information has affected marketing and business models.

• The Economics of The Internet and New E-Marketing Imperatives

• Economic of Digital Information Age, Costs, Increasing Returns, Lock-In and Disruption

• Developing Value Proposition and a Market Share Index 

• Anchoring Exercises  

• Case: Starbuck Goes Digital

Lead Faculty:   Gerardo Rivera Ungson

Developing Value Propositions Through Effective Customer Relationship Marketing

The third day builds on earlier sessions with proposals to develop your firm’s value propositions in the morning, and a practical four-stage model for achieving customer acquisition and retention objectives. The model—Attract, Engage, Retain, and Transact—will provide a framework for effective implementation.

• Developing Core Competencies and Facilitating Strategic Renewal

• Understanding Core Competencies

• New Models for Products Life Cycle and Transformation

• New roles of Marketing Strategy in The Digital Age

• Economic Time and Strategic Renewal: How Innovations are based on Effective Renewal and Transformation Strategies Anchoring Exercises