Digital Marketing - Professional development single-day program
Technology has dramatically changed the way we behave socially, act as consumers and do business. In today’s digital age, traditional marketing approaches may no longer be sufficient.
Digital platforms offer cost- effective marketing channels and have the potential to deliver real benefits to many organisations. If not well-specified, digital marketing programs can also be poor investments, major distractions and create reputational risks that are hard to manage.
To make the most of this opportunity your organisation needs to understand the role of digital marketing and how it can be used strategically to deliver the best outcomes for your business. You need the tools to successfully navigate the many digital marketing myths, and evidence-based practices to benefit from the unprecedented volume of data on products, organisations and consumer behaviour.
Over the course of this program, you will learn how to determine the best use of digital marketing within your organisation.
Luke Greenacre is a Lecturer in the Department of Marketing at the Monash Business School. Luke has taught marketing courses and research methods to professionals in industry settings, as well as undergraduate and postgraduate students at universities around the world.
Luke's research focuses on the attention and perception processes of consumers, and the impact of these processes on cognition and choice. He has several projects underway in this area and is particularly interested in how people perceive pricing and discount information, and the role of attention in the moments leading up to the choice of a product.
Luke has a background in modelling human choice behaviour and in the use of neuroscience technology, such as eye tracking and electroencephalography, to understand non-articulated features of consumer behaviour. He has previously worked for the University of South Australia (where he was also Senior Research Associate in the Ehrenberg-Bass Institute for Marketing Science), the University of Southampton (UK), University of Technology Sydney, and the University of Sydney.
What you will learn
As an individual and to benefit your organisation:
- Better articulate your firm’s primary business, identify your key consumers and consider how basic digital marketing may best facilitate purchase decisions by your customers
- Gain an understanding of key digital marketing concepts, platforms and major trends
- Build your organisations capacity to utilise digital marketing strategically
- Gain the knowledge needed to help you identify those marketing activities that will deliver the greatest return on investment – and those that generally won’t
- Achieve efficiencies and savings with digital processes
- Understand the relationship between digital marketing and market share
- Choose the best communication channels to reach your clients and stakeholders
- Better understand the consumer habits of your markets
- Increase your strategic focus, through the development of your strategic skills and mindset
- Gain feedback and advice from leading experts
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