Developing Digital Strategy to Drive International Growth

DEVELOPING DIGITAL STRATEGY TO DRIVE INTERNATIONAL GROWTH

COMMISSIONED EDUCATION | LUND UNIVERSITY

AIM

To help CEOs and CMOs better use digital to compete internationally. One of the reasons that mid-sized companies hit a ceiling is because the players on the next level have supplemented their sales efforts with strategic marketing applied across both digital and traditional channels. This provides an effective barrier against smaller competitors. The aim of this course is to help participants assess their own marketing program(s) and develop their marketing approach to compete more effectively. The course focuses on digital strategy as it provides one of the best ways for mid-sized companies to level the playing field when competing against companies with more reach and larger marketing budgets. Participants will leave the course with an assessment of how their brand is performing online today along with a number of hands-on tools to develop their own digital strategy.

WHO SHOULD ATTEND?

CEOs, CMOs and those aspiring towards those positions will benefit by participating in this course. The course deals with underlying principles of marketing and operational issues implementing them. As such, it is most suitable for senior managers responsible for driving growth and developing the company.

COURSE OUTLINE

The course covers two days with four lecture modules each including cases, exercises, and round-table discussions. Participants will be divided into small groups and the roundtables will focus on specific themes. This provides participants with an opportunity to deepen their knowledge on specific topics and to exchange experience with others from different industries. Before the course, participants will be surveyed about their needs and the course material will be tailored to address the results.

Day 1

Module 1: Key Concepts and Models in Strategic Marketing

Objectives of strategic marketing for international brands
How companies acquire/retain customers
The very different roles of marketing vs sales

Module 2: Strategic Marketing in the Digital Era

What digital does and does not change
How buyers assess value and cost
How digital technology is creating new possibilities for both

Day 2

Module 3: International Implementation

The unique challenges of marketing online over borders
The key components of a digital strategy
Understanding the relationship between “social media” and sales
Value Loop: Using digital to gain market insight
Establishing a digital drumbeat online

Module 4: Managing online

Managing online marketing over borders
The math behind online marketing
Measurement and reporting
Looking forward
Summary and reflection