Marketers are facing the challenge of understanding a more complex customer of the future.
The greater availability of data has opened up the opportunity to measure key performance metrics, but there is widening industry concern about the understanding and impact of digital channel disruption on organisations’ future strategies.
Recognising these emerging challenges, Saïd Business School, University of Oxford has launched the Oxford Digital Marketing: Disruptive Strategy Programme. The 8-week programme is designed to develop the ideas, mindset and practical skills that marketing professionals and forward-looking business leaders must implement to effectively generate value and growth.
Programme Convenor Professor Andrew Stephen, Associate Dean of Research and L’Oréal Professor of Marketing at Oxford Saïd commented: ‘The customer experience is continually being shaped by new and increasingly advanced technologies, such as artificial intelligence, social media, and intelligent voice assistants, that are disrupting marketing practice as we know it. In the fast-changing digital world we now live in, the best marketers will be the ones who can develop and implement strategies that leverage new technologies to generate superior value for their customers and organisations.’
The programme will cover the key trends and emerging influences on marketing practice, delve into the psychology of consumer behaviour in digital environments, explore how organisations can create value through marketing and align digital channels with business goals, investigate various approaches to measurement, and grapple with how to integrate new technologies into marketing plans and customer journeys. Participants will be challenged constantly to reflect on their learnings by applying them to their own professional and personal experiences, and ultimately will implement their new knowledge and practical skills in their professional lives. The programme combines the latest thinking from Oxford with insights from leading industry experts, including Julie Kollman, Chief Research Officer at Kantar, Stephane Berube, Chief Marketing Officer at L’Oréal, and Yasmeen Ahmad, Director at Teradata.
Aimed at experienced professionals with an understanding of marketing principles and practices who wish to update their knowledge and skills, the programme will begin on 28 November 2018. It is the latest in the suite of online programmes Oxford Saïd has launched in collaboration with GetSmarter that includes fintech, blockchain strategy, and algorithmic trading.