Leveraging Social Media and Digital Marketing for Business
Dates:December 5-6, 2013
Location: NYU Campus, Greenwich Village
Tuition: $2,800 (accommodation not included)
Program Description: The emergence of the Internet has drastically changed various aspects of an organization’s operations. Some traditional marketing strategies are now completely outdated, others have been deeply transformed, and new digital marketing strategies are continuously emerging based on the unprecedented access to vast amounts of information about products, firms, and consumer behavior. From Twitter to Facebook to Google to GroupOn to Apple, the shared infrastructure of IT-enabled platforms are playing a transformational role in today’s digital age.
The Internet is now encroaching core business activities such as new product design, advertising, marketing and sales, creation of word-of-mouth and customer service. It is fostering newer kinds of community-based business models. There is a lot of economic value accruing from the content generated in spaces mediated by social media. There are tangible means for monetization of content through newer forms of online advertising and interactive marketing tools on the mobile web. These processes are just beginning and will have enormous impact on our activities and the way we relate to people and organizations. Traditional marketing has always been about the 4Ps: Product, Price, Place, and Promotion. This course will examine how the digital revolution has transformed all of the above, and augmented them with the 5th P of Participation (by consumers).
In this program, we will examine best-practices related to the business use of social media and digital marketing. While there will be sufficient attention given to top level strategy used by companies adopting social media and digital marketing, the course will also focus on digital analytics oriented tools: how to make organizations more intelligent in how they conduct business in the digital age. Measurement plays a big role in this space. Thriving in such an environment requires the understanding and leveraging of the major mega-trends of today such as Digital Attribution Social Listening, Big Data and the Social-Graph for external and internal business innovation. Based on the composition of the participants, we will discuss how specific firms can create a comprehensive social media and digital marketing plan and execute it. At the end of two days, they will be able to speak the digital language and sell it internally.
Who Should Attend:
-Interactive marketers looking to increase the influence of their products
-Customer service managers
-IT managers looking to create value for business units
-Product designers looking to leverage the wisdom of the crowds
-Social media specialists
-Digital marketing analysts
During this program participants will:
-Develop a framework for quantifying the returns on social media and digital marketing
-Understand cross-platform and cross-device effects in digital attribution analyses
-Examine the mobile landscape and learn key metrics in mobile marketing analytics
-Understand the fundamentals of social network marketing such as peer influence and homophily
-Discover how to extract business intelligence from social listening tools
-Learn how businesses can tap into the open innovation opportunities in the digital world
-Examine the best practices in social media and digital marketing from multiple perspectives in multiple industries.
This program is eligible for Continuing Professional Education Credits (CPE). Please contact the NYU Stern Executive Education office for more information.
-Anindya Ghose is an Associate Professor (with tenure) of Information, Operations, and Management Sciences and Robert L. & Dale Atkins Rosen Faculty Fellow at NYU's Leonard N. Stern School of Business.
-Dr Ravi Bapna is the Board of Overseers Professor of Information and Decision Sciences Department at the Carlson School of Management, University of Minnesota. He also serves as the Executive Director of the Srini Raju Centre for Information Technology and the Networked Economy (SRITNE) at the Indian School of Business.