Digital Marketing Strategy
This session provides a comprehensive view of digital marketing. It starts at the "50,000-foot level" by looking at the trends that are driving the shift of dollars from traditional advertising to digital. It then delves deeper into the changes that are irreversible -- like users searching for and empowered by information online -- and how these changes necessitate changes in the way advertising and marketing are done. Finally many case studies are used to show how various disciplines within digital marketing are interrelated -- from search engine optimization (SEO), search engine marketing (SEM), website analytics, mobile marketing, and social media marketing.
Winning at Search: Creating Findable Brands in the Age of AI
Search has long been the gateway to customers. But in the age of AI—where search engines rely on natural language, conversational queries, and generate complete answers using large language models (LLMs)—what “search” means is changing fast.
This module will help you understand how AI is reshaping what customers see, as well as what those changes mean for your business. You’ll explore the fundamentals of creating content that gets discovered, the role organic and paid search play in customer acquisition, and the key steps marketing leaders can take to ensure their brands remain visible no matter how search evolves. You’ll leave with practical frameworks for making your brand findable in today’s AI-driven world.
Key Takeaways:
- How AI is changing the way people search—and how your business can be found across customer experiences
- The role of AI in paid and organic search strategies
- Simple frameworks for evaluating whether your brand is visible—or invisible—online
- Practical next steps to strengthen your digital presence right away
Social Media, Content Marketing, and Humanity in an AI World (Parts 1 & 2)
Social media marketing has been transformed from an engaging town square to an intimidating place where brands can crash in a heartbeat. Creating content that cuts through this wall of noise has never been more important, or more difficult. And then you have AI… automating, transforming, overwhelming traditional marketing strategies.
And we all wonder: As AI nips at the heels of our skillsets and careers, what is the role of the human spark in this marketing future?
Combining years of research and insights from seminal books such as Marketing Rebellion, KNOWN, and How AI Changes Your Customers, faculty member Mark Schaefer leads a fascinating two-part class exploring the intersection of marketing, technology, and humanity.
Key Takeaways:
- Social media is no longer a strategy – it’s the beginning of a process
- The intersection of content, social media and brand communities
- A three-part framework to create disruptive, human-driven content that connects to customers
- The overlooked power of a content-driven personal brand and thought leadership
- The truth about influence and influencers in a modern marketing strategy
- Five ways AI is re-wiring our customers … and how to respond
- Unique aspects of content marketing when we need to influence the AI bots deciding for our customers
Marketer, Reinvented: How AI Is Reshaping Rules, Roles, and Relevance
AI isn’t only transforming marketing; it’s also reinventing the marketer. This module shifts the focus from marketing strategies and tools to the marketers behind them. Through four sections and three exercises, participants will create a roadmap for reinventing themselves in the AI Age.
Module Sections:
- Mastering The New AI Rules: Understand how AI-driven reinvention differs from decades of digital transformation, across shifting priorities, evolving mindsets, and changing skillsets
- Redefining AI Roles: Discover how AI is reshaping the role of the marketer and explore a framework for dividing tasks between humans, AI, and human+machine collaboration
- Maintaining AI Relevance: Build strategies and a personal learning plan to keep pace with accelerating change
- Charting AI's Future: Explore future AI innovations that will transform marketing careers over the next five years
Personalized Digital Experiences
Customers today expect experiences that feel tailor-made—whether they’re browsing a website, opening an email, conducting chat, or engaging with your brand on social media. And the emergence of AI makes personalization faster, smarter, and more scalable than ever before.
This module will show you what personalization means in an AI-driven world, how companies are using it to build stronger customer relationships, and what pitfalls to avoid. Personalized Digital Experiences covers both the promise and the limits of personalization, with a focus on creating experiences that feel authentic, respect privacy, and drive measurable business results. You’ll walk away with a clear understanding of what’s possible today and what steps you can take to deliver more relevant, impactful experiences for your customers.
Key Takeaways:
- Why personalization matters more than ever in the age of AI
- Examples of how leading companies use personalization to create better customer experiences
- The balance between smart personalization and customer trust
- Practical ways to start applying AI-driven personalization—without overcomplicating it
Web Analytics and ROI for Better Decision-Making
“If you can’t measure it, you can’t manage it.” This well-known quote from Peter Drucker explains the reason for being of this module. Moreover, learning from the other modules of this program is brought together through the common denominator of measurements.
This module demystifies web analytics, teaching essential business skills through a structure where the knowledge is easy to retain. You’ll participate in hands-on activities and workshops where you measure performance and choose key performance indicators (KPIs) for your business or next endeavor. You'll learn to determine ROI for digital marketing and for AI. Moreover, you’ll be better equipped with essential measurement and analytic skills, the ones the key decision-makers at a company respect and highly value.
Digital Customer Acquisition: Winning Customers in the Digital Era
Digital customer acquisition is about converting prospects into customers by guiding them toward a desired action — whether that’s an online purchase, an offline purchase influenced by digital, a subscription, a lead, or another meaningful conversion. In today’s environment, digital and physical interactions blur together, making an omnichannel, customer-centric approach essential. Increasingly, artificial intelligence powers this process by enabling marketers to simplify, personalize, and scale engagement across every stage of the customer journey.
In this module, students will:
- Explore the influence of ecommerce and its role in driving both online and offline sales.
- Understand how a customer-centric omnichannel strategy unifies marketing, operations, data, technology, and organizational practices to deliver seamless experiences.
- Review customer decision-making models and apply them to marketing planning.
- Apply customer journey mapping to identify customer goals, touchpoints, and opportunities for influence.
- Familiarize themselves with digital marketing tactics across the customer journey and explore how AI enhances them through personalization, predictive targeting, optimization, and conversational tools.
- Identify and select performance metrics that match objectives and goals at each stage of the customer journey, ensuring alignment between tactics and outcomes.
Ideas to Transform Your Digital Marketing
Digital marketing is different from traditional offline marketing, but it’s still marketing. And any marketing program benefits from having all of its parts working together as a whole. Rather than implementing search, social media, mobile, and every other digital marketing tactic individually, what you really need to know is how to integrate them into a single digital marketing program that builds on each success.
Key Takeaways:
- How to apply market segmentation to digital tactics
- How to listen to what customers say and to watch what they do
- How to improve your digital marketing return on investment
- How to manage organizational change to improve digital marketing
- How to expand reach across your entire organization
Program Overview
For an overview of our Mini-MBA: Digital Marketing program plus program benefits and outcomes, please click here.