Businesses now have unprecedented access to information on individual consumers. Where and when they buy, how they behave and, based on social media, what they like and share with others. Advancements in behavioral science shows that consumer behavior is driven by internal and external factors, proving more than ever that content isn’t king, context is. Understanding how such factors influence decision-making helps contextualize marketing data.
In this three-day curriculum you will learn actionable techniques to drive disruption and rethink the consumer journey that combines understanding of big data and consumer behavior. You will gain a deeper understanding of the key drivers of choice and customer experience in digital channels like mobile and social. Most importantly, you will hone your skills as a decision maker in an ever-changing digital age.
Developed in concert with Yale Center for Customer Insights, Marketing Transformation in a Digital Age embeds leading research from YCCI professors as well as real world advice from industry practitioners, and Executive Fellows at SOM, Jon Iwata (former Chief Brand Officer, IBM) and Seth Farbman (former Chief Marketing Officer, Spotify). You not only gain access to their insights but are in conversation with the experts themselves and your peers—this type of interactive learning is only available at the Yale School of Management.
Learn how to drive growth using cutting-edge behavioral research to:
- Reimagine your customer’s journey
- Utilize the digital social network as a listening tool, brand builder, and design development lab
- Design memorable customer experiences, better frame brand value, optimize marketing decision making, and integrate new data streams to supercharge your CRM
- Develop an actionable toolkit for managing your brand and organizational effectiveness through turbulent and evolving times
Who should enroll?
The program is crafted for executives with at least 8 years of experience who lead functional teams in areas such as marketing, branding, insights, innovation, product management, digital strategy, and communications.
PRAISE FROM THIS YEAR’S ALUMNI
“(Marketing Transformation in a Digital Age) delivers what you would expect from Yale: thought provoking content supported by empirical evidence and delivered by experts in their respective fields. The course does a great job of blending theory with application across behavioral science, digital media, and data analytics. A great investment for marketers looking to stay on the leading edge.” — Greg McDonald, Managing Director Integrated Marketing, Match Marketing Group, Toronto
“This is truly the cutting-edge of better understanding customers' needs and building a far more comprehensive view of their world, not yours.” — Laurence Gottlieb, President & CEO, Hudson Valley Economic Development Corporation
The best CMOs and insights leaders need to master the forces of data and technology that are fundamentally changing markets today using a greater understanding of big data analytics and the science of consumer behavior.
Forge Leading Theory into Effective Practice
Grounded in Yale’s faculty research and consulting experience with Fortune 100 companies, the course systematically unpacks three critical areas that can drive immediate business results. Throughout the program, faculty share current thinking, moderate discussions, and guide work sessions to ensure that learning in our classroom leads to action in your boardroom.
Discovering & Defining the New Customer Journey
A hidden system of decision-making lies beneath our awareness. Gain fundamental knowledge about the sometimes-surprising ways in which consumers decide whether to buy, when to buy, and how much to consume.
• Drivers of Consumer Choice
• Behavioral Science of Customer Experience
Building a Brand Online
New media has revolutionized customer experience and engagement – creating new challenges and opportunities for marketers. Explore how branding and messaging evolves in the digital age. We will share our research on the consumer mindset, consumer experience, and latest technologies, and how to integrate these in brand communications in the digital era. Topics explored include mobile, branding, and customer mindset and self-control.
• Mobile Across the Customer Journey
• Engagement Through Social Media Along the Journey
Engaging Along the Digital Journey
Data—big or small combined—provides a 360-degree view of customers. Discover how firms leverage big data for simple yet robust business experimentation to build evidence-based management that drives tactical and strategic decisions on engagement—increasingly a source of differentiation and competitive advantage.
• Brand Building in a Digital Age
• Managing a Brand in Turbulent Times
Participating faculty and practitioners
ENGAGE WITH WORLD-RENOWNED SCHOLARs and practitioners
Among the most productive and cited scholars in marketing, the YCCI faculty team uses cutting-edge behavioral science and customer analytics to address the challenges of marketing, innovation, and research organizations. For over 10 years we have worked with leaders from organizations like P&G, IBM, Visa, Google, PepsiCo, and American Express. Supplementing the Yale SOM faculty team, you will have access to top digital marketing leaders on the forefront of customer analytics and digital communications. Jon Iwata, former IBM Chief Brand Officer and Seth Farbman, former Spotify Chief Marketing Officer will address the challenges of marketing, innovation, and research organizations in a digital age.
Gorge Rogers Clark Professor of Management and Marketing, Director of the Center for Customer Insights
Ravi Dhar is Professor of Management and Marketing and Director of the Center for Customer Insights at Yale School of Management. Dhar is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision making. His pioneering research and consulting for Fortune 500 companies has shaped understanding of different factors that influence how consumers think and decide. Dhar has published more than 70 articles and was ranked the second-most productive scholar publishing in premier marketing journals from 2009 through 2016 by The American Marketing Association. He was honored with the Distinguished Scientific Contribution Award of the Society for Consumer Psychology, the Distinguished Alumnus Award from the Indian Institute of Management, and the Yale School of Management Alumni Association Teaching Award. He received a BTechfrom the Indian Institute of Technology and a PhD in Marketing from the Berkeley-Haas School of Business.
James L. Frank ’32 Professor of Private Enterprise and Management, Professor of Marketing, Director of the China India Insights Program
K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights.
Sudhir’s research has been the recipient of many best paper awards across all leading marketing journals, with two of his dissertation papers nominated among the final ten for most long-term impact for three consecutive years in 2009-11. His research has laid the foundations for econometric modeling in multiple areas of inter-organization and intra-organizational behavior: pricing in marketing channels, sales force compensation and organizational buying. His research on how data providers can profitably package and sell customer data provides conceptual underpinnings to evaluate the business-efficiency enhancing and consumer privacy tradeoffs central in today’s debates around big data. His theoretical work on CRM clarified why customer data enhances profits and why it is profitable to reward one’s best customers. Through his research on the China India Insights Program, he has been an evangelist in demonstrating why the rich cross-sectional variation and dynamics in institutional and market characteristics across and within emerging markets help improve our understanding of markets and marketing.
He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.
Assistant Professor of Marketing
Zoë Chance, Assistant Professor of Marketing, teaches a popular elective called Mastering Influence and Persuasion at the Yale School of Management. Her research has been featured in the New York Times, the Wall Street Journal, the Economist, Scientific American, Psychology Today, Financial Times, and Discover. Her “4 Ps Framework for Behavior Change” is the foundation for Google’s food program, helping 60,000 people make healthier choices every day. Zoë also speaks in companies and conferences around the world and is authoring a book called “Bad Influence.” Prior to her teaching at Yale, Zoë marketed a $200 million segment of the Barbie brand at Mattel, developed an executive education leadership program at Harvard, and acted on stage and film. She received her doctorate from Harvard, MBA from the University of Southern California, and BA from Haverford College.
Professor of Marketing
Professor Shin’s research focuses on analytical modeling of strategic interactions between firms and consumers; in particular, consumer search theory, advertising, pricing strategies, and CRM. His current work in communication strategy investigates (i) the role of vague messages and offers novel explanations why and how those vague messages can convey price and quality information to consumers and (ii) the relative roles of consumer search and firm advertising in signaling product quality.
Also, his work in customer management strategy addresses a long standing puzzle in practice: Should a firm offer a lower price to its own customers or to competitors' customers? When is it profitable to reward one’s own customers? Professor Shin’s research appears in the Journal of Marketing Research, Management Science, Marketing Science, and other publications.
For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science.
Professor of Marketing
Nathan Novemsky is Professor of Marketing in the Yale School of Management and a Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making and has published articles in leading marketing and psychology journals on topics that include: how people made judgments and decisions based on the information in front of them, how they know what they like, how the way they frame decisions affects the choices they make. He teaches Problem Framing and is an active member of the Yale Center for Customer Insights. Professionally, he has consulted on numerous legal cases, including deceptive advertising, where a key issue is how individuals interpret information they see in the media and other contexts. He received his PhD, from Princeton University and his BA from Wesleyan University.
Former Chief Marketing Officer at Spotify, current Executive Fellow at Yale School of Management
Farbman joined Yale after serving as Chief Marketing Officer at Spotify. During his nearly four-year tenure, the company grew more than ten-fold to almost 200 million customers in 65 countries--becoming the world’s largest music streaming service. Seth managed Spotify’s B2C and B2B marketing teams, as well as the public relations, customer support, brand, creative and design, marketing sciences and analytics teams. As Spotify’s founding CMO, Seth helped the company accomplish one of the most successful public offerings in a decade. This past year, Seth was named the World’s Most Innovative CMO by Business Insider and, for the seventh year in a row, ranked one of Forbes’ Most Influential CMO’s. While at Spotify, the internal marketing and communications team Seth built was named Advertising Age’s 2018 Agency of the Year. At the Cannes Lions International Festival for Creativity, Spotify was awarded 11 Lions and named the 2018 Brand of the Year. Before Spotify, he was the Chief Marketing Officer for Gap, then the world’s largest specialty apparel company. Previously, Seth was the Founder and President of OgilvyEarth, one of the first sustainability-focused marketing consultancies and part of the WPP/Ogilvy agency network. Seth began his career as a journalist, and has an M.S. in journalism from the S.I. Newhouse School of Communications.
Former Chief Brand Officer at IBM, current Executive Fellow at Yale School of Management
Jon Iwata, Since 2015 Iwata has participated actively in SOM academic life, serving as a guest lecturer and sharing his knowledge and experience with Yale MBA students. In April 2018, Jon became an Executive-in-Residence. Iwata joined Yale after a long and successful tenure at IBM Corporation, where he recently retired from his latest role as Senior Vice President and Chief Brand Officer. During his long tenure at IBM, which began in 1984, Iwata has reported to three CEOs, and has led marketing, worldwide communications and CSR. Under his leadership, IBM adopted a “digital first” strategy and developed prominent new brand platforms including e-business, Smarter Planet and Watson. Iwata is recognized as a leader in both the marketing and corporate communications professions. He is an inductee of the Marketing Hall of Fame, the CMO Club Hall of Fame, and the Page Society Hall of Fame, which honors lifetime achievement in business communications. He was named a Brand Genius by AdWeek in 2017 and is a recipient of the Distinguished Service Award from The Seminar, an organization of chief communications officers. He holds a B.A. from the School of Journalism and Mass Communications at San Jose State University.
This program will change everything you thought you knew about marketing and communication!
Honestly, this was just an amazing experience. So much to learn in such a short time, yet the faculty made it digestible.
There is an unmatched level of expertise here at Yale that you could not get elsewhere.
A fantastic experience from start to finish with a LOT of value I can apply to the strategic advice I have to provide to others.
Yale SOM is a hidden gem I wish I had discovered earlier!
From first contact to the program wrap up the experience was fantastic. (The team) did a great job of accommodating requests and of keeping everything organized and on-time. The professors did a great job of delivering content in a compelling way.
(Marketing Transformation in a Digital Age) delivers what you would expect from Yale: thought provoking content supported by empirical evidence and delivered by experts in their respective fields. The course does a great job of blending theory with application across behavioral science, digital media, and data analytics. A great investment for marketers looking to stay on the leading edge.
This is truly the cutting-edge of better understanding customers' needs and building a far more comprehensive view of their world, not yours.
How do I explain the benefits of the certificate program to my supervisor?
Download the Sample Justification Letter.
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