Digital Marketing Sprint

Define a digital marketing strategy. The Module is designed to help you define and implement a robust digital marketing strategy. You will learn about the strategic digital marketing plan, the presence plan, traffic generation, e-CRM, and analytics. More importantly, you will gain practical insights into designing the “customer journey” map, a crucial tool for adapting your business processes to the digital reality and enhancing your digital marketing strategy.

Demand generation. Focusing on the use of digital media in customer acquisition. You will gain a deep understanding of specific tools such as “SEM”, “SEO (Search Engine Optimization), and “display”, and learn how to analyse the primary metrics and attribution models. We will also explore digital communication strategies and tools, such as branded content and online video advertising, and reflect on the tension in the distribution of the marketing budget. Finally, we will address the challenge of measuring advertising ROI and other digital metrics.

Conversion processes and digital assets. Throughout the program, we will explore and analyse best practices in developing and maintaining so-called “digital assets”, such as websites, mobile applications, Smart watches, and Smart TVs. Importantly, we will focus on empowering you with effective strategies to maximize the customer’s conversion rate once they have accessed said digital assets.
“Mar Tech”, towards a new relationship with the customer based on data. We will comprehensively address the strategic use of customer data and new technologies that allow us to address it at any phase: acquisition, development, loyalty, and retention. We will explore the diverse types of customer segmentations, how to access data ethically and securely, and how to leverage different analysis models, such as heuristics, statistical, and artificial intelligence-based, to obtain valuable insights. Additionally, we will delve into the automation of marketing processes to maximize efficiency and personalization in customer interactions.

Learn how to develop a solid digital marketing strategy.
Discover new digital tools to acquire customers and strengthen your brand.
Discuss with other professionals the opportunities and threats in the digitalization of your company.

Throughout the Sprint, a mix of learning modes and methodologies, including cases, workshops, expert speakers, and project-based work, will be employed. Participants will be encouraged to bring personal digitalization projects, developing their own roadmaps as part of the program’s outcomes and assessment mechanisms. This holistic approach aims to equip participants with both theoretical knowledge and practical skills, ensuring a comprehensive understanding within the context of digitalization.

The Live online methodology has the following characteristics:

• A kick-off session will be held to learn about the Sprint, the faculty, the team participants, and the start of academic content.
• Two consecutive academic weeks, with live sessions two days a week. (synchronous sessions) lasting approximately 3 hours per day. The hours will be from 3:00 p.m. to 6:00 p.m. approx. (CET time), which means about 6 hours live a week. (the connection platform is Zoom).

In addition to the synchronous sessions, the program also includes a series of asynchronous content. This content, which is designed for individual work, is a crucial part of the Sprint and may require up to 4 hours of your time each week. Therefore, your total weekly dedication to the Sprint is expected to be around 10 hours.

The admission process entails a three-step process:

1. Complete and submit the online registration form.
2. Receive an email from the Executive Education department confirming that your application has been received. You will also see the dates of the Sprint, the approximate schedule, and the banking and billing details needed to formalize the registration fee.
3. Formalize the payment of the registration fee before the start of the Sprint. This is a mandatory condition to enroll in the program. Two weeks before the start of the Sprint, you will receive an email to register as a user and gain access to IESE’s virtual campus, where you can access pre-study material.

Fees

• General rate: €1,950 €1,755 until February 17, 2025
• Alumni rate: €1,755
• IESE Member rate: €1,657

Executive Education Certificate, Certificate in AI & Digital Transformation: 5% additional discount on the general or IESE Members fee.
VAT exempt for teaching. Contact us about our corporate agreements and fees for multiple registrations.
The payment of the fee is mandatory to access the program. The work material is included.
Places are limited and assigned on a first-come, first-served basis.

Payment Details

We accept payments by credit card or wire transfer.

Admissions Requirements

All registrations for Focused Programs are subject to the supervision of the Admissions Committee, whose task is to ensure that they meet the specific requirements of this type of program, in order to achieve optimal performance for all students in the classroom. As a general rule, participants must have at least ten years of professional experience and have held a managerial or responsible position in the last five years. Although there are no formal educational requirements, admission is based on professional achievements and organizational responsibility.

Cancellation Policy

Cancellations received within 7 days prior to the start of the program are subject to a 25% registration fee charge. IESE reserves the right to cancel or reschedule the program edition up to 7 days before the start date.

Companies and teams

• Companies with corporate agreements with IESE: discount of up to 20%.
• Discount on multiple applications, for individuals and teams: up to 25% for groups of four or more people.
• The more focused programs you take, the more benefits you will receive: you may be eligible for discounts of 5% to 15%.

Alumni

• Special price for alumni: 10% discount
• Special price for members of the IESE Alumni Association: 15% discount. Recommend 2 participants and each one will also get 15% off.

Scholarships

• Entrepreneurs
• Executive women
• ONGs

Contact the Focused Program team here for more details.

If interested in obtaining the IESE Certificate in AI & Digital Transformation:

• Complete, 1 Focused Programs and 3 Sprints, in English or Spanish, within two years.

In addition to earning the IESE Certificate in AI & Digital Transformation, you will enjoy a series of other exclusive benefits:

• Professional guidance with an IESE adviser.

• 5% discount on any future Focused Program.

• Possibility of becoming a Member of the IESE Alumni Association, which delivers a broad array of exclusive benefits. Discover here how to make the most of the membership.