Marketing and Sales

Programmes
2016 2017

Leading Digital
Marketing Strategy
Executive Education

Expand your horizon. Make an impact.

Leading Digital Marketing Strategy 2016 2017

01

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,
todays 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 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 todays 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

Leading Digital Marketing Strategy 2016 2017

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
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

02

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

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Leading Digital Marketing Strategy 2016 2017

Campus Information
INSEAD is unique among leading business
schools in having a 3-campus structure
spanning Europe, Asia and Abu Dhabi. Each
campus is highly cosmopolitan and has its own
world-class faculty in residence. Executive
Education programmes run at 1, 2 or even all 3
locations, while Customised Programmes can
be held anywhere in the world.
Asia Campus
The Asia Campus in Singapore occupies a
1.94-hectare site in the heart of the citys Buona
Vista knowledge hub just 30 minutes from
the airport and 15 minutes from the financial
district. Its state-of-the-art facilities include:
12 amphitheaters, 6 flatrooms, classrooms,
study areas, 2 dining areas, 2 bars, a 24-hour
library, a fitness centre and 133 hotel rooms for
participants.

Asia Campus

Europe Campus
INSEADs 8-hectare Europe Campus is situated
on the edge of the beautiful, historic town of
Fontainebleau, France. It nestles in the vast
Forest of Fontainebleau yet is less than 1 hour
from the centre of Paris and international
airports. Facilities are of the highest standard
and include: 29 lecture theatres, many
classrooms, study areas, 2 restaurants, a bar, a
bookshop, extensive library resources, a fully
equipped gym and 2 on-campus hotels with a
total of 158 rooms.
Abu Dhabi Campus
Abu Dhabis city centre is home to INSEADs
third campus, just 40 minutes from the airport
and 10 minutes from the Corniche. This
new, 14-storey, 6,000 square-metre building,
purposely designed for Executive Education,
has 3 lecture theatres, 2 conference rooms,
classrooms, study areas, a library, a restaurant
and prayer rooms.

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Leading Digital Marketing Strategy 2016 2017

Europe Campus

Abu Dhabi Campus

Leading Digital Marketing Strategy 2016 2017

05

Practical information
Calendar 2016 2017
Programme

Date

Location

Length

Fee*

Level

Leading Digital
Marketing
Strategy

2-4 November 2016

Fontainebleau

3 days

6,950

General Manager

19-21 April 2017

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.

Application procedure

Tuition fees*

Places on the programmes are confirmed on

a first-come, first-served basis, taking into
consideration the applicants level, objectives
and the diversity of the classes.

The programme fee covers tuition, course

materials and lunches on working days as
well as the closing dinners. 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.

We recommend that you submit your completed

application form as early as possible,
preferably 6 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.
Note: all our Open-enrolment Programmes are taught in
English and participants should be able to exchange complex
views, listen and learn through the medium of English.

*Fee subject to change. VAT / GST shall apply at prevailing

rates according to prevailing laws and regulations.

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
E-mail: LDMS_Contact@insead.edu
Visit our website: http://executive-education.
insead.edu/digital_marketing_strategy

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 Abu Dhabi Campus
Muroor Road Street N4, 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
http://executive-education.insead.edu