objective

Identify the most advanced marketing knowledge in a strategic management perspective so that you can generate value to the brand or a group of brands through new technologies, and thus strengthen its competitive position in the "new normal" market.


Benefits of the program

  • You will have the knowledge to build value for different brands with the help of the most modern marketing tools, including digital marketing in its different facets, the experiential marketing and the management of innovation in marketing.
  • You will know and understand the new concept of customer in the new digital normality and will know how to provide experiences that allow the company or brand to deserve the client's preference.
  • You will understand how to find, connect and convert your customers in a profitable way for the company or brand that you manage.


Addressed to

Directors, managers, marketing executives (companies and agencies) and all those executives who relate their professional work to the marketing area and therefore need to strengthen and / or reinforce their knowledge and experience in the subject through an approach that considers the most current marketing practices.


Content of the program

The Diploma in Marketing 2.0: Digital and Experiential consists of six modules, which total 96 hours of study in total.

Module 1. The Challenges of the New Normal in Management and Marketing Management (16 hours)

  • Introduction to the diploma.
  • The concept of brand value in the era of ZMOT (Zero Moment of Truth) and micro moments.
  • The decline of the consumer era: The advent of the customer era.
  • The new normality and its facets (digital
  • The Model of the 3C and the model E = MC2 as frames of reference in the management of marketing in the new normality.
  • Marketing 2.0: Traditional marketing digital technology.
  • Strategy, content and context in Marketing 2.0: the new concept of ROI.
  • Digital and mystical culture of the client: the axes of construction of brand value in the new normality.
  • Competences of the marketing professional in the new digital normality: laterality, agility, execution capacity and proactive risk assumption.
  • Review of success and failure cases. Review of good marketing practices 2.0.
  • Dynamics of appreciation of the contents of the module.

Module 2. Generate Disruptive Ideas and Innovate in Marketing: Lateral Marketing (16 hours)

  • The evolution of markets and competitive dynamics: the importance of innovating in the new normality.
  • Strong and weak aspects of traditional marketing thinking (vertical marketing).
  • The different ways of innovating in marketing: inside and outside the reference market.
  • The concept of lateral marketing and its scope and limitations.
  • Brain training, stimuli
  • Definition of the lateral marketing process as a methodology of disruptive innovation (breakthrough innovation) in marketing.
  • Tools to generate innovation: blue ocean strategy and brand heresy.
  • Exercises and application dynamics: lateral marketing at the market, product and marketing mix level.
  • Implement lateral marketing and innovation culture in the organization.

Module 3. Understanding the Digital Ecosystem (Basis of Marketing in the New Normality): Finding the Client (16 hours)

  • Digital ecosystem concept.
  • Digital market research: review of free and paid tools.
  • Know the digital vitality of the brand.
  • Dynamics to establish the knowledge of each of the tools.
  • Understanding and mapping the Customer Journey in the digital era: the customer experience (user experience) in the digital ecosystem and its interactions with the real world.
  • The website as a construction site: success criteria. Good and bad practices.
  • Find the client: SEO / SEM. What is it? How does it work? What result can be expected and in what time? Good practices.
  • Find the customer: Digital advertising: Display and Programatic elements. What is it? How does it work? What results are expected and in what time? Good practices.
  • Mobile First: implications in the Find Customer phase.
  • The relationship between digital media and traditional media.
  • Review of cases and dynamics of appreciation of the contents of the module.

Module 4. Connecting with the Client: Social Networks

  • Introduction to social networks: catalog of social networks for their level of penetration and exposure in Mexico and the rest of the world.
  • The role of social networks to connect with the client: psychology of the social network vs. customer psychology and expected behavior.
  • Integrated approach to social networks as a network of networks: the importance of having a strategic framework. Success metrics
  • Facebook, Instagram and WhatsApp: evolution to mobile, algorithm
  • Twitter, Periscope and Vine: the bet for immediacy. Review of trends, management recommendations and examples of use and good practices.
  • YouTube: the importance of visual communication. Review of trends. Management recommendations. Examples of use and good practices.
  • New social networks (SnapChat, AskFM, Tumblr, etc): use for brands, management recommendations. Examples of use and good practices.
  • Blog Marketing: management recommendations. Examples of use and good practices.
  • Content strategies in social networks: the digital WOM.
  • Types of digital content and their differences: branded, sponsored, conversational, corporate.
  • From PR to PR 2.0.
  • Mobile implications in the phase of connecting with the client.
  • Review of cases and dynamics of appreciation of the contents of this module.

Module 5. Convert to the Client: Models, Data

  • Definition of the conversion concept and conversion point in the digital ecosystem and its interaction with the real world.
  • Analytics and digital metrics: uses, benefits, limitations and interpretation of results for decision making.
  • Business and market intelligence in the digital ecosystem: Big data to segment, analyze and act on information
  • Attribution models in the digital ecosystem: review of cases, recommendations and best practices
  • E-Commerce: recommendations, examples of use and good practices
  • Apps: Role in the digital ecosystem. Review of trends. Management recommendations. Examples of use and good practices.
  • Social networks, Adwords, Display and its role in the conversion phase.

Module 6. Build Brand Experiences in a World without Solution of Continuity between the Real and the Digital (16 hours)

  • Creativity, inspiration and insights in the digital ecosystem
  • The concept of brand experience in the digital world
  • Augmented reality, virtual reality
  • Trends: Gamification, geolocation, new media, etc.
  • Transform clients into active brand recommenders
  • Union of On Line Experiences
  • The management of the customer experience: the experience manual
  • Review of cases and dynamics of appreciation of the contents of this module.
  • Closing and general conclusions of the diploma.
Program taught in:
  • Spanish

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Last updated October 29, 2018
This course is Campus based
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96 hours
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