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Next Sessions

09 Sep - 12 Sep 2019

4 days

Carlton Campus

A$ 8500


Delivering Value Through Digital Programme

With digital marketing increasingly dominating the growth in marketing spend across all sectors, now is the time to deepen your understanding of this space to help you and your team optimise your overall marketing performance.

Underpinned by the research of Saïd Business School’s Future of Marketing Initiative and our School’s Centre for Business Analytics, this innovative programme provides the latest thinking and methods on tackling the challenges faced by marketing executives embarking on digital transformation. Together, we’ll deconstruct key issues on the effectiveness of digital media and identify how to achieve superior results in a rapidly changing digital environment with analytics.

Industry guests will also share their success stories to give you a deeper insight into the practical applications of techniques that will allow you to take effective action and deliver greater impact in your organisation.



Andrew Pragnell" The program has been fantastic. I've met a great range of people from a broad range of industries and it's led by two really professional academics in the field. Coming from a B2B business, the greatest insights I've reflected on during this program are that we're not really using all of our digital touchpoints to understand our partners as well as we should be and that we need to integrate them a lot better. ​"

Andrew Pragnell
Interim Chief Executive Officer | New Zealand Football
Auckland, New Zealand



Marketing executives and consultants who either:

  • Have some data fluency but need to hone their analytics-based thinking
  • Lack data fluency and need to gain this knowledge.

Non-marketing executives and consultants whose roles interface with marketing and need to better understand the latest thinking around digital marketing and analytics.


Emerge with new skills and behaviours by exploring the following key themes:

Digital marketing foundations and risks
  • Digital marketing: core principles and latest thinking
  • The digital transformation of marketing
  • Analytics-based thinking
  • Digital data, privacy, ethics and security
Analytics for understanding customers
  • Data sources, collection and quality
  • Advances in data-driven customer insights
  • Applications to customer-related decisions
Analytics for reaching, influencing and engaging customers
  • First versus third-party data
  • Advances in data-driven advertising
  • Media and programmatic advertising
  • Social media marketing
Causality and experimentation
  • Misinterpretations of digital data and applying experimentation
  • The future of digital marketing and analytics


Professor Andrew Stephen
L’oréal Professor Of Marketing & Associate Dean Of Research Director, Oxford Future Of Marketing Initiative
Saïd Business School, Oxford University

Andrew is one of the world’s leading marketing professors and an expert on digital marketing, particularly social media and digital transformation, with extensive experience in helping organisations identify how to build strategic marketing value through new digital channels.
Read Andrew’s full profile.

Professor Ujwal Kayande
Professor Of Marketing & Director Of The Centre For Business Analytics
Melbourne Business School, University Of Melbourne

Ujwal has extensive experience in helping managers and organisations develop data and digital capability, and realise value with the application of cutting edge business analytics tools. He is a globally renowned marketing scholar and educator, particularly in the area of customer analytics.
Read Ujwal’s full profile.


09 Sep - 12 Sep 2019
4 days
Carlton Campus
A$ 8500
This is a non-residential program. The program fee covers tuition and meals during the workshop. Applications typically close one week prior to commencement, however, to secure your place we encourage you to apply early. Applications received less than one week prior to commencement will be assessed on a case-by-case basis.

Phone:  +61 3 9349 8788 |  Email: programs@mbs.edu

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