This course explains how digital technology is transforming marketing. It focuses on how technology will enable salespeople from selling products to becoming trusted advisors for customers, especially in financial and health services. Technology will also impact all 4 P’s of Marketing from product, promotion, price, and distribution, especially with the rise of e-commerce. For example, pricing will become more dynamic in a real-time basis based on demand and supply, and we will switch to digital advertising from print and television advertising.
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Course 4 of 4 in the Creating a Differential Competitive Advantage -Jagdish Sheth Specialization.
Skills You Will Gain
- Understand how selling without the salesforce is inevitable
- Understand the impact on pricing as customers order online
- Understand how marketing will become more automated and integrated through supply chain linkage
- Understand dynamic pricing both in e-commerce and brick-and-mortar retail
- Understand how the digital transformation of marketing is taking place
Syllabus
WEEK 1
Introduction to How Technology Will Shape Marketing
This module will describe how disruptive digital technology has been across a variety of industries including the film industry, television, and space exploration. We will discuss how digital technologies are disrupting the marketing function, particularly advertising and pricing.
WEEK 2
Selling Beyond the Sales Force
This module focuses on the impact of digital technology on advertising and promotion. Digital advertising is displacing print, television, and cable, and social media has the greatest impact in capturing advertising revenue. Search engines and social media are the next big wave in digital advertising and influencer marketing is destined to grow.
WEEK 3
The Future of Sales Promotion
Since the early 90s, Sales Promotions have grown exponentially. This module discusses the nature of various types of promotions, the reasons for their growth, and the contexts where they are most effective. It ends with an analysis of the factors that will drive the future of Sales Promotions.
