[ Music ] To engage with todaysconnected customer. We cannot use yesterdaysmarketing approaches. We need to transformmarketing to take advantage of the same technology that aretransforming customer behavior Hi. My name is Mohanbir Sawhney Im a professor oftechnology and marketing at Northwestern UniversitysKellogg School of Management, But I also direct theCenter for Research in Technology and Innovation. Ive spent over 25 yearsin research teaching
And consulting at theintersection of marketing innovation and technology At the Kellogg School I teachcourses in technology, marketing and marketing. In the digitalworld to my MBA students and my executive MBA studentsin many global campuses, I have written seven managementbooks, including Fewer Bigger, Bolder and The SentientEnterprise Ive also advised many ofthe top technology companies. Like Microsoft, Google, Facebook AT & T and Salesforce com Im really excited tointroduce. You to my new course that focuses on the future ofmarketing in a digital world.
The rise of technologies, likemobile devices, cloud computing and artificial intelligence, hastransformed customer behavior and disrupted marketplaces, Smartphones, socialnetworks streaming, video mobile applicationshave all become a part of the fabric of our lives. Marketing in a digitalworld is much more than simply using digitalchannels for marketing. It is about harnessingautomation to make marketing moreproductive and more agile. It is about mining newsources of customer data to create personalized andtargeted communications. It is about leveraging analyticsand artificial intelligence to optimize yourmarketing activities.
It is how marketing is poweredby data scaled by automation and optimized by analytics. What makes this course different and in my opinionunique are three things. First, it takes a strategic viewof marketing in a digital world. We dont just talk aboutmarketing communication. We talk about marketing process. We talk about themarketing organization, You learn about thetechnology platforms that support marketingdecision, making Second, its an end-to-endperspective starting all the way, withcustomer understanding
And insight to comingup with your content and your engagement strategy to execution and optimization. Third, this course is a greatblend of theory and concepts, but its also groundedin practice and my practical experiencein working with some of the leading technologyand marketing companies. I look forward to welcoming you on this immersivelearning journey.
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