DIGITAL MARKETING CERTIFICATE LEAD THE WAY ESA BUSINESS SCHOOL
the digital marketing certificate In partnership with The Digital Marketing certificate is a three-module program that will allow participants to understand how digital technologies are impacting the consumer and transforming marketing models and strategies. The program will allow participants to understand how to build an efficient online marketing strategy, from the design of the user experience to the corporate communication good practices. Will also be covered during the program the latest available tools for digital marketing services, like social media and online advertising, in addition to methods to use data to measure and evaluate performance and ROI. The final part will be focused on digital corporate communication and crisis communication, as they are the key to develop and preserve the company s reputation by building strong ties with key targets, communities and stakeholders. TARGETED POPULATION Community managers Social media managers Marketing and advertising members Marketing consultants Sales managers Entrepreneurs OBJECTIVES Understand the new marketing era and the impact of social media on conventional marketing ways Define audience s needs and product marketing Build a complete digital marketing strategy Design an efficient user experience Introduce the latest available tools for e-marketing services and performance measurements Understand how to build a holistic strategy for corporate communications and to know how to manage a crisis on social media.
CONTENT MODULE 1: MARKETING IN THE DIGITAL AGE (2 DAYS) Digital transformation Evolution of business models Conversion funnels Redefining the customer concept User-centric marketing MODULE 2: DIGITAL MARKETING: STRATEGY, TOOLS, IMPLEMENTATION AND MEASUREMENT (3 DAYS) Digital marketing fundamentals Building the social media strategy Content marketing strategy and execution Digital advertising channels Budgeting SEO fundamentals Defining the digital KPIs Harvesting data for business intelligence Measuring performance MODULE 3: DIGITAL CORPORATE COMMUNICATION & DIGITAL CRISIS COMMUNICATION (2 DAYS) Benchmarks XXI st century successful brands: digital at the core and corporate at the core The new marketing: how the development of new products integrates corporate responsibility and shared value. Case studies and best practices Vision The steps for developing your strategic vision: defining the goals, fixing the priorities and setting the KPIs Finding the balance between the three major levers of corporate digital communications: display influence engagement. Understanding the benefits of 360 consolidation Action Finding the right path to choose: define the consumer touch points Evaluation, assessment and measurement of impact Crisis and disruption What is the role for digital communications during crisis? Best practices and failures Crisis communications on the web From defensive position METHODOLOGY Presentation and discussion of models, trends and references Blend of lecture, role playing, scenarios and case studies Team projects DATES Module 1: 16-17 October 2018 Module 2: 14-15-16 November 2018 Module 3: 13-14 December 2018 REGISTRATION Fees: USD 2100 Register online at: http://registration.esa.edu.lb/
EXPERTS Cyril Hadji-Thomas Cyril Hadji-Thomas was born in France in 1973, where he grew up and studied. He also lived and studied in the Ivory Coast and in the United States, before moving to Lebanon. Trained as an agricultural and industrial engineer, he initially worked in artificial intelligence and operational research applied to industry and imaging in the United States and France. He later took on management roles in companies dedicated to new technologies and the media in industries such as real estate, local government, convenience services, tourism and telecommunications. In 2006, he exited Pericles (the leader in French real estate software), selling it to seloger.com, and left France to found Keeward. Since 2007, Cyril has also co-led one of Keeward s flagship projects: Bookwitty. Bookwitty is a global platform for books distribution, bringing books, ideas and people together. With over 10,000 books sold per day on average worldwide, Bookwitty has become one of the leaders in international book distribution. In his spare time, Cyril Hadji-Thomas is also a musician and author. His novel Le Parti De L Homme was published by Tamyras in 2014. Marilyn Zakhour Marilyn Zakhour is senior Vice president & partner at Keeward. After completing a degree in architecture at the Lebanese Academy of Fine Arts (ALBA), Marilyn joined Keeward in 2009 where she discovered a passion for the web and the various areas of expertise needed to work in the digital world. At Keeward, she manages a team of 60 people with a broad cross-section of roles, from project managers to consultants, and developers to communicators. She has been instrumental in developing methodologies specific to the project management of digital projects. Her expertise lies in user experience design, the development and growth of startups and SMEs, and online marketing. Since 2013, Marilyn has taught Masters classes in Web Science and Digital Economy at the Faculty of Economics (USJ) within the framework of targeted seminars, as well as Digital Marketing at ESA. In her spare time she writes a blog focusing on food culture, permanenthunger.com and attends INSEAD where she is completing and executive MBA. Stéphane B. Bazan Stéphane B. Bazan is Head of Knowledge & Learning at Keeward. Born in Lyon, Stéphane graduated from Sciences-Po Paris with a degree in Information Science and specialized in the World Wide Web and its uses. His professional career began in 1993 at the Agence Universitaire de la Francophonie in Montreal where he developed the first French-language websites. In 2000, he joined Saint Joseph University (USJ) in Beirut as Head of Web Projects and became Director of E-Learning Projects in 2005. Four years later he established the Interdisciplinary Research Unit in Web Science and spearheaded the first Masters degree in Web Science and Digital Economy at the Faculty of Economics. In 2014, he joined Keeward to develop the company s knowledge management, research and training practices. He is the company s in-house web evangelist.
MARIE NAKHLÉ Marie Nakhlé heads the Online Marketing team at Keeward. She helps client companies to design and setup their online communication strategies in order to increase notoriety, convert leads and build strong ties with their audiences. She holds a Master Degree in Business Conputing from USJ and Paris Dauphine University. ALEXANDRE GEORGE Deputy General Manager of BETC EURO RSCG Top notch Specialist in branding, corporate communications and crisis communications Advisor for leading companies and brands in France and worldwide Professor in Masters programs and trainings at ESCP Europe and ESA ABOUT KEEWARD Keeward Group is a technology company focused on the long tail in the media, art and culture industries. Through its platform, Keeward creates value at the intersection of innovation and diversity, leveraging the entire value chain: from digital and physical distribution to content creation, machine learning and big data. Over the last 10 years, Keeward Group has brought together a family of companies who share this same focus. We do this through our in-depth expertise across a range of specializations (project management, design, development, marketing, content creation, knowledge sharing, to name a few) and by identifying creative clusters in cities around the world where we nurture young businesses, as well as creative talents, who will bring value to our platform. The ESA Digital Marketing Certificate is designed to help you make your digital and social media platform the most powerful tool of your marketing strategy.
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