Digital Marketing and Marketing Analytics

Bridging the Divide: Transforming Brand Management from a Traditional to a Digital World

 

Audience: VP level executives
Duration: 4 hours
Location: Miami Business School, University of Miami

Overview

Firms have come to realize that brands are among their most valuable assets. This has made building and managing brands an important and fascinating subject. However, the emergence of digital technologies such as Big Data, artificial intelligence,  mobile apps, social media platforms and analytics have made brand management very challenging for most managers.  The goal of this seminar is to teach executives how to adapt and develop the necessary tools and skills for brand management in a digital world.  Through readings, lectures, cases, and discussions, executives will learn:

The seminar is taught by faculty experts who have researched the topics and have extensive experience working with firms.

Faculty


Joseph Johnson

Joseph Johnson is a faculty member in the marketing department at Miami Business School.   He has thirty-two years of experience, divided between academia and industry, in computerization and empirical models for manufacturing, supply chain and marketing.   His research areas include application of AI, machine learning, natural language processing, to marketing topics such brand management and new product development. He has worked on projects with Affinova, Axalta, Cheapoair, Dell, Eli-Lilly, eMpulse, Hindustan Petroleum, NuPhoton, Ocean Reef Club, Proton Data Security, Perry Ellis, Royal Caribbean Ryder, SAS, Tata Steel, UM-Health, Universal Fox Studios.


Arun Sharma

Ted Bolton is a faculty member in the marketing department at Miami Business School.  He specializes in digital media, new digital technologies, media analytics and emerging digital advertising strategies.  For twenty years he was a partner in a media acquisition fund and consultancy.  For the past ten years he has focused his research on AI, augmented reality, digital media metrics, and digital content development.  He has worked with CBS, ABC, NBC, Comcast, AT&T, Pandora, the New York Times and others on developing digital marketing strategies for the future. 


 

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