FTMBA 2020_II Workshop Digital Communication

In this interactive learning session we will cover digital communication with focus on tech- and data-driven developments. We will review some of the key trends in digital marketing currently in B2C and B2B before diving into actually looking behind some of the key tools ourselves. It will cover the A,B,C-success factors: Allocation (of budget), Buying (of media) and Creative (actually getting peoples attention). Participants should get a feeling for how to buy and measure media effectively or how lead generation campaigns work well. This will be done in a very interactive and entertaining way, enabling everyone to actually "do" digital marketing during the course.

Lastly it will cover how ways of working in digital communications are changing from linear processes to more agile collaboration and new ways to think about in-housing and working with agency and technology partners.