Digital Marketing: Social Media and Online Strategies
June 21–22, 2012
9 am to 5 pm at Harvard University
Early bird tuition: $1,800. Regular tuition: $2,100. See the early bird tuition deadlines.
Class size is limited.
Registration opening soon.
Digital marketing training seminar
Marketing practices have dramatically shifted with the rise of social media and proliferation of devices, platforms, and applications. Your prospective and current customers are trying to communicate with you, and you can listen—and respond—faster, and with more personalization than ever before. This shifting environment presents new opportunities and challenges for marketers. With digital marketing, it's easy to fall behind.
This digital marketing program equips you with the tools you need to assess your organization’s social media and digital marketing strategy and helps you identify areas of improvement. Through a combination of case studies, best practice examples, and exercises, you learn strategies for finding, engaging, and encouraging brand advocates. You leave with concrete applications for your business.
What you will learn
- Understand how the elements of a digital marketing strategy can bring customers to you, including the power of search engine optimization, paid search, and online advertising.
- Reflect on how best to extend your brand and cultivate relationships in these channels in a way that supports your digital marketing strategy.
- Discover how social media monitoring and data analysis can be used to improve your marketing and product development activities.
Topics covered
- Social media: best practices and examples
- Content marketing: what it is and how to be successful
- Paid search and display advertising: results-oriented strategies
- Digital marketing goals and metrics
- How the right online “voice” can support your overall digital marketing strategy
- Critical skills for marketers of the future
Who should enroll
- Professionals, marketing or otherwise, who understand the power of social media and digital marketing and want to learn successful strategies to grow their businesses
- Those looking for information and validation of how successful marketers think about and employ digital strategies
Other information
You are encouraged to bring a wireless laptop.
Faculty
Carol Stuckey
Carol Stuckey is assistant dean for communications and marketing at the Division of Continuing Education, Harvard University, where her work has contributed to a nearly 19 percent increase in course enrollments for Harvard Extension School and Harvard Summer School. In this role she defines and oversees all of the marketing strategy and execution, including development of websites, advertising, social media, and media relations. She is responsible for leading the market research and competitive analysis that helps define, evaluate, and launch new opportunities for the division.
Stuckey has held a variety of positions within the education and consulting industries. She served as associate director in the executive education division of the Wharton School at the University of Pennsylvania. There she was responsible for business development, curriculum design, and program execution for corporate clients from the financial services industry. Stuckey spent six years working as a management consultant for Accenture (formerly Andersen Consulting), where she focused on communications and organization development. She also worked as a senior consultant to higher education institutions at Eduventures, a research and consulting firm serving the education industry.
Stuckey received an undergraduate degree in political science from Indiana University and an MBA from Babson College.
Dayna J. Catropa
Dayna J. Catropa is associate director of research and marketing programs at Harvard University’s Division of Continuing Education. Catropa focuses on using strategic research to inform marketing strategy, competitive positioning, and new program development decisions. She evaluates market demand, industry trends, and organizational data to develop communication plans to grow enrollments in courses and academic programs. Catropa also manages online marketing efforts, including paid search and ROI measurement efforts. Previously, she has worked with Fortune 100 financial services and telecommunications firms to define and develop focused messaging to support sales growth goals.
Catropa was also a consultant at Eduventures, a consulting firm serving the education industry, where she worked with clients nationwide to develop market entry and positioning strategies, identify and prioritize growth opportunities, and forecast market performance. As part of the new program development team, Catropa helped launch a collaborative research group.
Catropa earned a bachelor of science in applied economics and management, magna cum laude, from Cornell University and a master’s, in education, with a focus on psychology, from the Harvard Graduate School of Education.
Questions?
Contact harvardprofdev@dcemail.harvard.edu.
Register now >through June 20
